Case Study: Speedway Motors achieves faster, safer releases and higher conversions with Split

Speed and Performance On and Of the Track at Speedway Motors

Speedway Motors, a manufacturer and retailer of high-quality automotive parts with over 250,000 SKUs and millions of monthly visitors, struggled with slow, risky releases that required multiple handoffs and frequent emergency hotfixes. As an e-commerce business, they needed a way to accelerate delivery while safely measuring the customer impact on core metrics like conversion rate, average order value, and order profit.

The team moved to trunk-based development, automated testing, and deployed code behind Split feature flags to enable continuous deployment, targeted rollouts, and instant kill switches. By joining event data with feature-flag telemetry, they measured causal impact as they rolled out changes—rebuilding checkout in two months, eliminating hotfixes, increasing release cadence from biweekly to multiple times per day, improving year-over-year conversion, and building a strong culture of experimentation.

Speedway Motors

Andrew Boellstorff

Senior Product Manager