Dana Pro Parts: 474 Vehicle Pages, Every Old Link Kept, A+ Security
Dana Incorporated moved danaproparts.com, its Spicer driveline parts store, to WSM 6.0 in August 2026. Here is what the move delivered, measured on the live store.
Dana Pro Parts on WSM 6.0, in four numbers
Read on the live store, danaproparts.com, on October 28, 2026.
Sources: the store’s own site map and category pages; the redirect audit of August 18, 2026; the store’s vehicle selector; the Mozilla Observatory scan of October 28, 2026 (A+, score 115).
The client
Dana Incorporated makes Dana and Spicer driveline parts. danaproparts.com is its aftermarket store: Ultimate Dana 44 and Dana 60 crate axles, ring and pinion sets, differential carriers, diff covers, axle shafts, driveshafts, U-joints and rebuild kits, more than 400 products in 107 categories.
The store had run on Web Shop Manager 5.0 for years. In August 2026 it moved to WSM 6.0 on the same domain, as our flagship 6.0 store. The move had three jobs:
- Answer fit on every part. An axle part only helps on the right axle in the right vehicle.
- Match how driveline buyers shop. They specify parts by axle model and gear ratio as well as by vehicle.
- Keep what the old store had earned. Product links, filter links and technical articles that shoppers and search engines already knew.
A page for every vehicle, and a fit answer on every part
The 6.0 vehicle selector goes deep, and it reaches the pages search engines read.
- 72 model years, 1954 to 2025, across 26 makes and 75 models in the header selector: 490 year, make and model combinations.
- 474 year-specific vehicle pages, plus 26 make pages and 71 make and model pages, all in the site map. A search for parts for a 2002 Jeep Wrangler can land on a page that lists exactly those parts.
- A fit check on the product page. Pick a 2022 Jeep Gladiator and the Dana 44 AdvanTEK ring and pinion page answers “Fits your 2022 Jeep Gladiator.”
- A compatible-vehicle list on product pages, so a shopper sees every vehicle the part fits before it goes in the cart.
Shop by Axle Model and Shop by Gear Ratio
Driveline buyers ask for a Dana 44 or a 4.88 ratio before they mention a truck. 6.0 gives them those doors as real category pages.
Shop by Axle Model
16 axle-model categories, Dana 30 through Dana 80, AdvanTEK, M186 to M300 and Ford 9 inch. 250 products, assemblies listed first.
Shop by Gear Ratio
6 gear-ratio categories, 3.73, 4.10, 4.56, 4.88, 5.13 and 5.38. 142 products.
Each one is a product-backed category page, and the 61 older filter addresses that carried search traffic all forward to their new pages.
Every old link carried over
Before launch we audited 10,897 links from the 5.0 store and weighted them by the Google clicks each one earned. Coverage was 100% of those clicks, with no redirect chains and no errors. Today an old product or article address reaches its new page in one redirect.
- Old filter links land in the vehicle tree. 1,491 old filter addresses are carried over and route to the vehicle tree.
- The Spicer technical articles carry their original wording, including How To Identify a Spicer Axle and three sibling articles.
- Category and product titles and descriptions come from Dana’s own catalog fields, so the team edits them in one place.
Checkout that matches how Dana sells
- PayPal, PayPal Credit and cards.
- Sales tax matched to 5.0 to the cent, at ZIP level, across 51 states.
- Live FedEx rates from Dana’s account, and flat freight on crate axles.
- Dealer pricing: signed-in dealers see their own price on product, cart and checkout.
Security: A+ on Mozilla Observatory
A+ on Mozilla Observatory
The store runs a strict content security policy with no unsafe inline scripts, and scores A+ (115, 11 of 12 tests passed).
Running the store, month to month
| Date | What changed |
|---|---|
| Aug 12 | 314 price changes and 151 stock flags from Dana’s price file applied the same day, spot-checked to the cent. |
| Aug 31 | Monthly order, line-item and SKU exports for tax filing, delivered on the 1st with no manual step. |
| Sep 4 | Order emails sent from noreply@danaproparts.com, listing what was bought. |
| Sep 17 | GA4 ecommerce tracking live: product views, add to cart and checkout starts. |
| Oct 5 | The client’s cookie consent tool loads through a direct integration. |
All dates 2026.
“Web Shop Manager 6.0 is a major step forward. The platform feels more modern and intuitive, with a significantly improved customer journey and checkout experience. The team has been responsive and collaborative throughout the process. Excellent work by Dana Nevins and the entire Web Shop Manager team.”
The same work for your store
Every number on this page was read from the live store. That is how we run a 6.0 move: carry every link, put the vehicle at the center of the catalog, then keep improving the path from search to finished order. If you sell parts by vehicle, axle or spec, talk to us, or see more of our work.
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