How Bofi Racing is accelerating growth with Motive Commerce Search
With a commitment to providing high-quality products and exceptional customer service, Bofi Racing has become the go-to destination for Mazda MX-5 enthusiasts across Europe. The UK-based store is a leading online performance parts retailer for this iconic car, allowing the Bofi Racing team to firmly establish itself in the motorsports industry.
Founded in 2016 by three friends, Bofi Racing has grown from a small blog to the continent’s largest supplier of MX-5 performance parts. The company's success stems from its passion for motorsports and a deep understanding of its customers' needs.
Using search to improve the customer experience
With an extensive catalogue catering to multiple MX-5 generations, ensuring customers could quickly find the right parts for their specific models was key. In order to drive sales through an enhanced online shopping experience, Bofi Racing sought a solution that would:
- Improve search accuracy
- Enhance product discoverability
- Optimise the mobile search experience
Motive Commerce Search proved the solution to help them achieve these goals, improving the customer experience and driving conversions.
An immediate impact on key performance indicators
With Motive Commerce Search up and running in the online store, the team has seen exceptional results, including a high Click-Through Rate and Add to Carts.
An Impressive Click-Through Rate (CTR)
Bofi Racing has seen a remarkable Click-Through Rate of 83%, thanks to Motive Commerce Search. This means that more than 4 out of 5 customers who use the search function are clicking on products, confirming excellent relevancy of search results. In other words, customers are finding the parts that they’re looking for.
A Strong Conversion Rate (Add to Carts)
Since installing Motive Commerce Search, Bofi Racing has seen its conversion rate rise to an impressive 17%, effectively turning intuitive product searches into sales.
An improved mobile experience
The ability for customers to quickly search and find the right parts from their mobile means that Bofi Racing remains accessible and competitive in the fast-moving ecommerce landscape, with relevant results regardless of device.
Our customers are usually looking for something very specific and that means it’s important for us to make it as easy as possible for them to find what they’re looking for. Motive gets the right products in front of the customer at the right time. The high conversion and click through rates prove that it really does what it says it will do. - Leigh Gray, Marketing and Ecommerce Director at BOFI Racing
Key takeaways
Having an effective search is crucial: The high CTR of 83% highlights the importance of an effective search tool for increasing sales.
Customer-first approach: By focusing on improving search functionality, Bofi Racing has created a more user-friendly shopping experience that puts the needs of the customer first.
Mobile optimisation: The ability for customers to quickly search and find parts on their mobile lets Bofi Racing reach customers where they are.
Specialisation matters: Bofi Racing's success shows how catering to a niche market can improve CTR and Add to Carts.
Strong conversion rate: The implementation of Motive Commerce Search has contributed to an impressive conversion rate of 17%, showing just how effective a good search experience is in driving sales.
Conclusion
Motive Commerce Search has had a strong impact on Bofi Racing's online business aligning with the brand’s goals, as evidenced by the impressive 83% Click-Through Rate and 17% conversion rate.
Offering improved product discoverability and mobile optimisation, Bofi Racing is well-positioned to continue its growth and success in the online motorsports parts market, with Motive Commerce Search as its copilot.