We help you sell moreRequest a Free QuoteGUTS Racing has made motocross seats since 1985, each one built for a specific bike in the rider's choice of colors. Its Volusion store ran on a default template and could not show a rider the seat they were ordering. We redesigned the store and built a seat configurator with a year, make, and model search.
The screenshots on this page are from 2019. The store has updated its header and homepage since, and the seat builder and the vehicle search are still part of it.
Published . Updated .
The opportunity
GUTS Racing started in 1985 in Hangtown, a place it calls the birthplace of motocross in Northern California, and has built its name on seat technology: foams and ribbed covers made to a rider's bike and taste. Every seat is made to order.
James at GUTS Racing came to us with two problems. The first was the look. The store ran on a default Volusion template with no branding, so nothing on the page said GUTS Racing.
The second was the product itself. Every seat fits a particular bike, so customers needed to search by year, make, and model. Each cover also comes in a choice of colors, sizes, and rib options, which put more than 1,000 parent and child combinations behind a single product. James wanted customers to see the exact seat they were ordering while they built it. That is beyond what a stock template offers, so it called for custom Volusion development.
What we did
The store stayed on Volusion. We changed what it looks like and what it can do.
Design
We replaced the default template with a design that carries the GUTS Racing identity from the first screen: race photography, bold type, and the products riders come for, graphic kits and seat covers, named in the headline.
The store was built with responsive design, so the same pages work on a phone in the pits and on a desktop at home. That is the work our Volusion web design and Volusion responsive design services cover.
Custom development
The product page became a configurator. A rider can start from a ready-made color combination or pick each color separately for the three parts of the cover: the side, the center, and the ribs. Each choice redraws the seat at once, so the picture on the page is the seat that will be made.
The page also asks for the bike's model and year and the seat cover height, so the fit is settled in the same place as the look. Behind it, each product carries its thousands of parent and child combinations. We built the configurator so that number of dependencies did not slow the store down.
A configurator like this suits any product a customer assembles from options. It is part of our custom eCommerce development work.
Custom development
A seat that does not fit the bike is a return. We added a custom year, make, and model integration so a rider can begin with the machine and find the products made for it, and can set the model and year on the configurator page itself.
We build fitment search for parts stores on several platforms. See automotive web design and the automotive and transportation portfolio for related work.
The configurator
One product page takes a rider from a bare seat to an order.
The results
After the redesign launched, GUTS Racing saw its conversion rate rise by more than 60%. Traffic from phones and tablets grew by more than 45%, and new users by more than 40%.
These are the figures reported in the original write-up of this project, published in October 2019.
| Area | Before | After |
|---|---|---|
| Design | Default Volusion template, no branding | Custom responsive design built around the GUTS Racing brand |
| Finding a seat | No search by vehicle | Search by year, make, and model |
| Choosing colors | No picture of the finished seat | Side, center, and rib colors drawn on the seat as they are picked |
| Platform | Volusion | Volusion |
Result figures are from the October 2019 case study. The store changed its design and features without changing platform.
What it shows
The product is a motocross seat. The pattern fits any store that sells something made to order.
When a customer chooses colors or parts, draw the result as they choose. Seeing the finished item removes the doubt that stops an order.
For anything that has to fit a machine, year, make, and model search comes first. It shortens the catalog to what fits.
A stock theme tells shoppers nothing about who you are. A design built on the brand gives them a reason to trust the store. See eCommerce web design.
This store gained a configurator without replatforming. When a platform does become the limit, we handle the move, for example a Volusion to BigCommerce migration.
What we built for GUTS Racing, what it produced, and what it means for a store with configurable products.
A responsive redesign of the Volusion store around the GUTS Racing brand, a custom seat configurator that draws the seat as the rider picks side, center, and rib colors, and a year, make, and model search so riders find the seats made for their bike.
The original case study, published in October 2019, reported a conversion rate increase of more than 60%, an increase of more than 45% in mobile and tablet traffic, and an increase of more than 40% in new users.
On the product page the rider picks a preset color combination or sets the side, center, and rib colors one at a time from a palette. The drawing of the seat updates with each choice. The same page takes the bike's model and year and the seat cover height.
It did here. Each GUTS Racing cover has more than 1,000 parent and child combinations, and we built the configurator so that the store's performance held up with products of that size. Our Volusion developers can review what your own catalog would need.
Yes. As of October 2026, gutsracing.com runs on Volusion. Its homepage leads with the Custom Seat Builder and a vehicle selector for type, make, model, and year. The header and homepage have been updated since the 2019 screenshots on this page.
Yes. We build both on Volusion, BigCommerce, and other platforms. On Volusion it is custom functionality and API development, and on BigCommerce it is part of BigCommerce development. Request a quote and tell us how your product is put together.
Tell us how your product is configured and what your store runs on. We will tell you what we would build and where.
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