A chain reaction we planned for
The Bike Rooms have been a successful bricks-and-mortar operation for many years with stores across the country. They boast a wide area from which to engage customers with their exceptional customer experience and knowledge of the cycling industry, as well as an impressive product range for bike enthusiasts and newcomers alike.
The Bike Rooms had a digital presence too, with the website being an important part of their route to market. They had steadily gained brand awareness over the years, which had naturally lead to increased traffic to the website. However, growth in visitor numbers had slowed somewhat and it was generally felt that the website wasn’t working hard enough to provide an immersive experience to visitors. Whilst serving as a useful communication tool for potential customers, it wasn’t as strong a performer as a physical store. Due to the fact that the website isn’t restricted by geographical constraints, it was identified as a major opportunity for commercial growth.
One key challenge that the website faced more than a physical store was selling highly technical products online. Top-of-the range products often carry higher price tags in line with their higher quality; the cycling industry being no different. This perhaps represented the sternest test for online purchasing on The Bike Rooms, with some brands’ price tags reaching five figures! Clearly, it was pivotal to ensure that customers could feel comfortable in transacting online.
Confidence was high though. Some healthy performance goals were set for the new site and Attain were commissioned to be the chosen digital partner.
We began an extensive and thorough scoping exercise to better understand the business, the current customer base and future customer base we were aiming to connect with. We also analysed the current online market to understand the competitive landscape and shape a strategy and direction for the new website. We also felt that it was important to understand the unique challenges that existed from a business process perspective to ensure that the website integrated seamlessly into the business’s existing operation.
We reviewed the current performance stats and carefully considered the browsing experience, along what we felt would be an ideal browsing experience and the features/functionality that would require. We knew that higher value purchases would warrant serious consideration. The first thing we felt needed addressing was the breadth and presentation of content. We introduced 360 images, comprehensive sizing guides and technical specs.
Bike fitting is imperative for cyclists. Knowing that for some cyclists, seeing/sizing the product in the flesh was important, we felt the website had a duty to be promote the benefit of a store visit too. So we incorporated two features: the ability to book an in-store bike fitting as well as a click-and-collect facility.
When considering the challenges of high-ticket value products, we felt we needed to offer the customer more options, so an online financing facility was introduced to allow immediate purchases to be made more easily. As a further consideration, we developed a Daily Deals feature to drive purchasing. Online auctions were also introduced to generate buzz and interest. Free Delivery was also identified as a crucial brand benefit.
We formulated a strong content plan for the new website, so we could create a rich user experience. Not only did we collectively consider the website visitor, but we thought about how content could aid reach and engage new customers via search engines. Our team was ideally placed to consult with the team at The Bike Rooms, leaning on their industry knowledge and combining that with our usability, digital marketing and Magento expertise. Based on the desire of a robust ecommerce experience, Magento was the platform of choice and we went through a comprehensive design and development process to create a polished front end experience.
From a business process perspective, there was also opportunity to integrate Magento and make ecommerce order fulfillment a more streamlined process for the business. We carried out an integration with the till system and a custom integration with the in-house stock management system. We also created a bespoke facility for pick/pack along with a back end helpdesk feature for staff reference, to ensure customer communication was first class.
Since launch, The Bike Rooms website has been a huge success. The online performance has been transformed in comparison to the performance since relaunch.
We’re particularly proud of a number of some performance stats that we saw post launch, notably:
- 348% increase in conversion rate
- 155.12% increase in pageviews
- 137.97% increase in unique pageviews
- 38.88% increase in time spent on page
- 16.5% increase in order value
- 1271% increase in unique purchases
We continue to work with The Bike Rooms to evolve the site and drive further gains in performance across multiple metrics.