We were brought in to lead the Searchspring-to-Nosto replatform for North America's largest aftermarket parts retailer for side-by-sides and ATVs. The brand had the catalog, the demand, and the paid media reach. What it did not yet have was a personalization stack built around fitment.
Michael J. McBride
Founder & CEO, Atelier Commerce
We were brought in to lead the Searchspring-to-Nosto replatform for North America's largest aftermarket parts retailer for side-by-sides and ATVs. The brand had the catalog, the demand, and the paid media reach. What it did not yet have was a personalization stack built around fitment.
Michael J. McBride
Founder & CEO, Atelier Commerce
We migrated UTV Source from Searchspring to Nosto, architected My Garage as a persistent shopper identity, and wired the same fitment signal into search, category, recommendations, content, and behavioral pop-ups. Site-wide session conversion rate lifted +332% year over year, recommendations CTR is running at roughly twice the published Nosto benchmark, and the paid media stack was rebalanced around an onsite engine that finally pays back at the cadence it should.
We migrated UTV Source from Searchspring to Nosto, architected My Garage as a persistent shopper identity, and wired the same fitment signal into search, category, recommendations, content, and behavioral pop-ups. Site-wide session conversion rate lifted +332% year over year, recommendations CTR is running at roughly twice the published Nosto benchmark, and the paid media stack was rebalanced around an onsite engine that finally pays back at the cadence it should.
Creative сhallenges
The category rewards fitment, not generic search. The cost of a misfit is not a return, it is a lost customer who never comes back. Our work was to treat vehicle fitment as a registered shopper identity rather than a faceted filter, and let every Nosto surface read from that signal automatically.
The second challenge was program scale without program drift. Personalization stacks rot when underperforming campaigns are left running. We run UTV Source's Nosto account the way a paid media team runs ad accounts, with constant iteration, ruthless killing of losers, A/B testing as the default state, and roughly half of historical recommendation campaigns retired through testing. The third challenge was operator load. Before the rebuild, the UTV Source team was updating banners, sale flags, and homepage placements manually, including nights, weekends, and holidays, because a missed promotional window is lost revenue. The program had to deliver merchandising precision without burning out the people running it.
Creative сhallenges
The category rewards fitment, not generic search. The cost of a misfit is not a return, it is a lost customer who never comes back. Our work was to treat vehicle fitment as a registered shopper identity rather than a faceted filter, and let every Nosto surface read from that signal automatically.
The second challenge was program scale without program drift. Personalization stacks rot when underperforming campaigns are left running. We run UTV Source's Nosto account the way a paid media team runs ad accounts, with constant iteration, ruthless killing of losers, A/B testing as the default state, and roughly half of historical recommendation campaigns retired through testing. The third challenge was operator load. Before the rebuild, the UTV Source team was updating banners, sale flags, and homepage placements manually, including nights, weekends, and holidays, because a missed promotional window is lost revenue. The program had to deliver merchandising precision without burning out the people running it.
Fitment as identity, scheduling as leverage
Site-wide verified reviews (Stamped badge)
The program scaled to 173 onsite content campaigns, 53 recommendation campaigns, 53 merchandising rules, and 376 behavioral profiles running concurrently, roughly ten times what most Nosto accounts run live, and every meaningful surface is A/B tested before it scales, so merchandising decisions are made on data rather than intuition. Because the site now converts dramatically better, the paid media team rebuilt the ad stack around it, pulling out of saturated, high-frequency Meta inventory and reinvesting in channels where the onsite engine pays back hardest. The internal team got their nights and weekends back, and the merchandising program got sharper at the same time.
Fitment as identity, scheduling as leverage
Site-wide verified reviews (Stamped badge)
The program scaled to 173 onsite content campaigns, 53 recommendation campaigns, 53 merchandising rules, and 376 behavioral profiles running concurrently, roughly ten times what most Nosto accounts run live, and every meaningful surface is A/B tested before it scales, so merchandising decisions are made on data rather than intuition. Because the site now converts dramatically better, the paid media team rebuilt the ad stack around it, pulling out of saturated, high-frequency Meta inventory and reinvesting in channels where the onsite engine pays back hardest. The internal team got their nights and weekends back, and the merchandising program got sharper at the same time.
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