CUSTOMER STORY
Shopify Hydrogen & Builder Help Turtle Beach Nearly Double YoY Revenue
Learn how this industry-leading gaming accessories company revolutionized its content workflows with Builder, helping Turtle Beach to achieve nearly 2x YoY revenue growth while saving 16 hours of developer time weekly.
Turtle Beach adopted Builder and saw
2x
increase in YoY company revenue
2x
increase in mobile site speeds
16 hours
dev work saved per week
24
homepage variations during peak sales dates
Industry
Ecommerce
Shopify
Hydrogen
About Turtle Beach
Turtle Beach is one of the world’s leading gaming accessory providers, offering best-selling headsets, top-rated controllers, keyboards and mice, and groundbreaking simulation accessories. As a publicly traded company, Turtle Beach operates across several global markets, continuously innovating to deliver top-tier gaming experiences.
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After launching our headless storefront, Builder helped us update and enhance the content on our product pages to drive conversion. It's an incredibly intuitive and straightforward platform that also plays nice with Shopify and Hydrogen.
— Maria Santoro, VP Global Digital Marketing & Ecommerce at Turtle Beach
Challenge
Limited control over site performance and experiences did not aid Turtle Beach in meeting aggressive growth targets
After re-platforming from Adobe Commerce to Shopify Plus in 2018, Turtle Beach has seen tremendous growth, boasting over a million site visitors globally per month in 2025. However, as the brand continued expanding its global presence and product catalog, the limitations of its inflexible, theme-based storefront quickly surfaced. The team encountered difficulties with:
- Slow page speeds and poor core web vitals. With each new page came a stream of scripts and stylesheets that deteriorated Turtle Beach's site speeds. Despite optimization efforts, page load times for the site’s homepage hovered around six seconds on mobile. As Maria Santoro, VP Global Digital Marketing & Ecommerce noted, “With 70% of our direct sales coming from mobile, the impact on conversion rates was substantial.”
- Prioritization of maintenance over shipping new experiences. It was common for technical issues to consume up to 40% of the web team's time, with Maria Santoro alone spending 10% of her day putting out fires. Lindsey Gruter, Sr. Global Web Designer & Developer at Turtle Beach also spent nearly 50% of her time chasing support and troubleshooting broken pages. Ms. Gruter notes, “There were issues that needed to be addressed weekly, and the team was spending valuable time investigating these issues rather than focusing on the customer experience."
- Limited flexibility, causing a disjointed purchase journey. Shopify’s inflexible architecture forced Turtle Beach to create separate landing pages to showcase new products. Because shoppers then needed to be redirected to product pages for purchase, this added an unnecessary layer to the conversion path.
- Unreliable publishing during peak sales periods. Turtle Beach’s web team couldn't depend on scheduled content updates to launch correctly, forcing them to manually monitor pages during critical revenue periods like Black Friday and Cyber Monday (BFCM). Lindsey Gruter added, “Scheduled updates not going live was a frequent occurrence, which made peak sales dates far more stressful.”
To solve these page speed and content management shortcomings, Turtle Beach made the strategic decision to go headless with Shopify Hydrogen. However, its team needed a scalable page builder that would complement the shift while giving them complete control over their digital experience.
Shortly into the search, Turtle Beach was introduced to Builder by its development agency. After meeting with the Builder team and witnessing their level of support and technical expertise, Turtle Beach was ready to get started.
We needed a headless page builder that would handle Shopify’s nuances while empowering our team with a seamless UX. Builder delivered on each of those asks.
— Maria Santoro, VP Global Digital Marketing & Ecommerce at Turtle Beach
Solution
Builder + Hydrogen helped Turtle Beach slash load times and turn bug-squashing cycles into high-impact growth initiatives
Turtle Beach went live with Builder as part of its Hydrogen storefront launch in April 2024, managing content across multiple regions, including the US, Canada, Germany, and France, with other regions including the UK, Europe, Japan, China, Taiwan, Hong Kong, South Korea, Australia, New Zealand, and Latin America to be added in the future.
From day one, Turtle Beach had direct access to Builder’s experts via a dedicated Slack channel, ensuring that any roadblocks, whether technical issues, content updates, or feature requests, were resolved within an hour.
With Builder at its side, Turtle Beach:
- Centralizes web experiences across brands and regions. Gone are the days of juggling multiple page builders with fragmented workflows and regional inconsistencies. With Builder’s headless-native architecture, Turtle Beach centralizes its web experience across brands and regions into a single, scalable system, eliminating complexity while improving efficiency.
- Ships new pages and iterates in real time. Because Builder’s component-based design system integrates directly with Hydrogen, the impact on Turtle Beach's content workflows was immediate. Whenever the team wants to ship a new page, they can drag and drop pre-built elements, modify layouts, and launch the content effortlessly. The team can also experiment with new elements and iterate in real time, unlocking a previously unattainable level of agility. For example, when a customer selects a white headset variant, the entire page updates to show white-themed images—delivering a more dynamic and engaging shopping experience.
- Schedules dynamic experiences at scale. During major promotional events like BFCM, Builder’s scheduling system enables Turtle Beach to pre-plan multiple homepage variations across all global storefronts, reducing last-minute stress while ensuring flawless execution of time-sensitive campaigns. In one instance, the team ran 24 homepage variations across all regions without interrupting the shopping experience. As Turtle Beach’s Lindsey Gruter notes, “This was a huge win for BFCM. Everything was set up and ready to go through January.”
With Builder, we no longer spend valuable time addressing issues or troubleshooting unexpected problems. Instead, we use that time on optimizing our product pages, refining visuals, and creating a better brand experience.
— Lindsey Gruter, Sr. Global Web Designer & Developer at Turtle Beach.
Results
Turtle Beach achieves nearly 2x YoY revenue growth
With Builder, Turtle Beach revolutionized its content workflows while streamlining the path to conversion for mobile and desktop users. The team now ships dynamic site experiences without the looming worry of technical mishaps or unreliable support teams. Plus, their shift from creating separate landing pages to enriching product pages directly has significantly improved conversion metrics, with the team noting measurable increases in add-to-cart rates.
2x
increase in YoY company revenue
2x
increase in mobile site speeds
16 hours
dev work saved per week
24
homepage variations during peak sales dates
With its headless site running strong, Turtle Beach plans to expand its use of Builder, exploring more advanced personalization and A/B testing features to further improve the customer experience.
Builder gives us the flexibility to optimize our site the way we want, without waiting on developers or worrying about things breaking.
— Maria Santoro, VP Global Digital Marketing & Ecommerce at Turtle Beach
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