Mars Performance is one of Australia’s leading automotive aftermarket brands, offering premium aftermarket accessories such as styling upgrades, lighting solutions, body kits, and performance accessories for a wide range of makes and models. Located in Clayton South, Victoria, they curate aftermarket accessories for different makes and models. With two decades of aftermarket expertise, Mars Performance has built a strong reputation and loyal customer base, but they wanted to strengthen the store’s online presence and create a scalable online growth strategy.

To support long-term growth and maximise performance opportunities, Mars Performance partnered with LTBS. LTBS’s performance and growth team developed a data-driven strategy focused on improving customer acquisition, conversion performance, and overall eCommerce growth. The objective was not simply to drive traffic, but to build a strong marketing strategy to win in the challenging market of the aftermarket industry. We helped Mars Performance maximise the effectiveness of their overall eCommerce growth across the entire customer journey and boost their online sales.

THE OPPORTUNITY

Mars Performance operates in a highly competitive online market where customers have access to countless alternatives across marketplaces, direct competitors, and automotive retailers. The competitive landscape further intensified as more brands expanded their digital presence and invested heavily in eCommerce and direct customer acquisition strategies.

As a result, standing out required more than simply generating visibility, it required delivering the right products to the right audience at the right stage of the customer journey.

As the business expanded, there was an opportunity to strengthen campaign structure, improve conversion pathways, and ensure marketing investment was aligned with customer demand and revenue-driving opportunities.

WHAT WE DID

LTBS developed a tailored performance strategy designed to improve visibility, increase customer engagement, and drive stronger conversion outcomes across multiple channels. Led by Adam Baodunnov, who brings over 20 years of experience in digital marketing, the team designed a tailored solution for Mars Performance. 

Alongside SEO Director Anton Calapanti Jr., they conducted extensive keyword research focused on refining campaign structures, identifying high-intent audiences, and improving the relationship between traffic acquisition and on-site conversion performance. Moreover, the team continuously optimised campaign activity using customer behaviour insights and performance data to ensure budgets were directed toward the highest-value opportunities.

”Mars Performance already had strong market recognition, but scaling growth required more than simply increasing traffic,” says Adam Baodunnov, Growth and Performance Lead at LTBS. “By improving customer acquisition strategies and optimising the customer journey, we were able to increase conversions, improve efficiency, and drive measurable sales growth.”

The team conducted a full audit of Mars Performance’s Shopify store, identifying friction points in the customer journey across their extensive catalogue of vehicle-specific parts, spanning everything from LED tail lights and headlights to body kits and fog lights across dozens of makes and models including BMW, Ford, Holden, Toyota, and more.

We restructured the Shopify store’s architecture, organising products by vehicle make, model, and year series. This was essential for ensuring shoppers could quickly find parts compatible with their specific car, a critical factor in an industry where a wrong fitment means a return. The goal was to reduce drop-off and turn browsers into confident buyers.

Furthermore, to better match how car enthusiasts actually shop, we developed targeted campaigns and on-site experiences that mirror the way Mars Performance’s customers search such as by car model first, product category second. Each campaign directed potential customers to vehicle-specific landing pages, creating a seamless path from discovery to purchase with built-in fitment confidence.

In addition, we also reconsidered the budget and inventory strategy entirely. Rather than running blanket promotions year-round, we aligned marketing activity with Mars Performance’s stock cycles and new product drops, as it allows us to ensure spend was concentrated where inventory was available and demand was highest.

RESULTS

LTBS delivered measurable growth outcomes across the reporting period.

Mars Performance achieved a +351% increase in orders across the full year, with revenue growing 35% year over year. Additionally, +62% higher conversion rate reflects the effectiveness of our optimisation strategies across the customer journey. Our campaigns dominated search visibility, more than half the time when potential customers searched for relevant products, they saw Mars Performance.

+351%
 Increase in Orders

+35%
 Revenue Growth YoY

+62%
 Higher Conversion Rate

These results demonstrate the impact of combining performance marketing with continuous optimisation and strategic decision-making. By focusing on scalable growth opportunities and improving conversion efficiency, LTBS helped Mars Performance strengthen their online performance and deliver sustainable business growth in an increasingly competitive market. 

Ultimately, this case study is a strong example of how a strategic campaign approach, aligned budget planning, and refined targeting can help aftermarket retailers successfully compete against larger companies.

Whether you’re competing in automotive, retail, fashion, home & lifestyle, health & wellness, or another highly competitive industry, LTBS develops tailored digital growth strategies that help brands improve visibility, strengthen conversion performance, and scale sustainably. 

Contact us now and discover how strategic performance marketing and Shopify optimisation can support long-term growth.

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