Introduction:
Duallane Truck Parts, part of a larger, family-owned conglomerate of businesses serving the trucking industry, launched a new site in September 2023. The site – built by Human Element on the Adobe Commerce (Magento) platform – sells parts, accessories, and gear for the long-haul trucking industry.
Challenge:
As a new brand and website, Duallane had aggressive growth goals for after launch. They engaged Human Element to assist with driving traffic to the site and growing sales.
Solution:
1. Product page SEO optimizations based on MPN numbers
Human Element conducted thorough SEO research of industry and competitor site content and keywords to inform on-site SEO and content during the site build. As a result, Duallane’s PDP (product description pages) largely rank in the top 10 of search results for high conversion-intent keywords.
2. Establishing Google Shopping Presence
Upon Human Element’s recommendation, Duallane established an additional channel for advertising their products. This led to their revenue more than doubling from October to November 2024.
3. Custom integration between ERP system and Adobe Commerce (Magento)
Duallane’s ERP drives many of its business operations, including inventory, financial reporting, sales, and other functions. With a custom integration of the ERP to the eCommerce platform, Duallane is able to quickly push orders, inventory, and other information between systems, allowing their team to be more efficient and impactful.
4. Extended core Adobe Commerce (Magento) functionality
Through both extensions and customizations, Human Element was able to provide additional features for site users and admins.
Results:
With the establishment of Google Merchant Center product listings, KPIs in Q4 2024 strongly outpaced Q3 2024: online revenue increased 264%, average user conversion rate increased 20%, and the total number of users visiting the site increased 196%.
In 2025, the continued growth results – comparing Jan ‘24 to Jan ‘25 – are already impressive: 257% increase in revenue, 43% increase in user conversion rate, and a 38% increase in total users.
Future Enhancements:
- Email marketing automations
- Content strategy
- Increased product data filtering
- Customized solution for multi-source inventory
“We’re so thrilled with the results of our eCommerce website. As part of our commitment to provide great service to our customers and community, the website helps us deliver our products in a new channel in addition to our brick and mortar stores. This not only widens our reach but offers a new avenue for our customers to find what they need whenever they need it. We’re grateful for our partnership with Human Element to expand our business in this way.”
Zach Young, VP business development / strategic products at Duallane