(CASE STUDY) METRIC MARINE · 2023
A marine catalog with thousands of parts, navigable in three clicks.
Rebuilt Metric Marine’s Shopify Plus storefront with the lead agency — a parts catalog with strong search, fitment-aware browsing, and a presentation that respects technical buyers without alienating retail customers.
Responsive · live homepage at 1440 / 820 / 414
(01) PROBLEM
Thousands of parts, two audiences, one underperforming search box.
Marine retail is split between technical buyers (who know the part number) and casual customers (who know the boat). The old storefront didn’t help either group: search was generic, the catalog was flat, and product detail pages skipped the fitment data professionals need.
(02) APPROACH
Fitment-aware catalog, real search, dual-PDP for technical vs retail browsing.
- Catalog taxonomy rebuild — parts grouped by system, vessel-class, manufacturer with cross-routing.
- Predictive search — part number, brand, vessel-class autocomplete with thumbnail results.
- Fitment-aware PDP — compatibility table, related parts, manufacturer spec sheets surfaced inline.
- Brand merchandising — manufacturer-led collection pages with their own visual identity.
- Plus-grade performance — image pipeline, lazy collection grids, async scripts.
(KEY PAGES)
Other pieces of the build, page by page.
(03) RESULT
Shipped on time. Editable daily.
- CVR
- + 31%
- LCP
- − 49%
- Repeat
- 1.7×
Technical buyers find part numbers in fewer keystrokes. Retail customers browse by vessel without hitting filter dead-ends. Catalog now scales as new manufacturer lines are added without theme rework.
(04) SCOPE
Stack
- Shopify Plus
- Custom Liquid theme
- Search
- Custom catalog logic
Deliverables
- Catalog taxonomy + cross-routing
- Predictive search
- Fitment-aware PDP
- Manufacturer-led brand pages
- Custom Plus theme
- Performance optimisation