When iconic biking brand Raleigh came to iWeb with a brief to re-design and re-launch their website, we were naturally thrilled and happy to help. They wanted an eCommerce website as optimised for style, speed and performance as the bikes that have made Raleigh famous. The catch? Just 3 months to turn it around for them. Game on!
Their old site had become dated, unresponsive to mobile devices and suffered from a disjointed customer experience as users were sent to a separate domain to complete a clunky checkout process. An analysis of their Google Analytics data backed this up, with low conversion rates and high bounce rates – never a good combination.
Their website primarily targets a) ‘non-bike people’ and b) parents buying bikes for their children so needed to offer them the right advice and assistance to help them choose the right bike for their needs.
A crucial aspect for Raleigh going forward, in the age of the smartphone and tablet, was a responsive website. It was important that site browsing and access to product information was seamlessly accessible on every platform, not just the desktop.
The new Raleigh site is engineered around location services and customer convenience. Now you can simply enter your postcode to find your local dealer and they’ll get in touch to arrange a free test ride.
Raleigh’s new site now includes a click, collect and ride option, making it easier for customers to pick and purchase their bike of choice. You can now collect your new purchase from your local dealer, who will ensure your bike is built correctly, whenever it suits you best.
For click and collect to work seamlessly, Raleigh has included an enhanced search feature to help online customers locate their local Raleigh specialist, so they can pick up purchases at their own convenience.
The four stage comparability concept allows users to cross-reference different key features from bikes, across different ranges – helping customers find the right fit for them. Features like bikes gears, tyres and functionality are listed to help engineer the best purchase for Raleigh customers.
iWeb helped Raleigh to strip back their checkout process, making it more streamlined by removing all blockers or distractions, bringing it under a single domain and making it available to a range of devices.
Creating customer confidence is now a more prominent aspiration for Raleigh. Showcasing their warranty promise and finance options in an across-site header means that customers have all the relevant information available, everywhere they go.
We adopted a tabbed approach which anchors to relevant product information as the user scrolls down the product page, designed for quick and easy navigation.
Site speed – One week period post go-live compared to one week period pre-launch
Traffic & engagement – One week period post go-live compared to one week period pre-launch
The client is happy too:
As a business outsourcing web development for the first time this was a new experience for a lot of us but iWeb made sure we were prepared from the start in terms of what would be needed and when to ensure the project was delivered on time and to a high standard. The communication and problem solving bought to every stage of the process from the design to delivery ensured everything ran smoothly and delivered great results.
An area that particularly impressed us when working with iWeb throughout the project was the level of expertise they bought in challenging our ideas and processes to ensure we were constantly delivering a great product. I believe this has resulted in a much better web experience for our customers and is already delivering greater business results – Elliott Kirk, Raleigh, Digital Marketing & eCommerce Manager
User experience and site flow have proved to be central re-design features of the Raleigh site. In turn, they now have a streamlined and stylish site that is worthy of their iconic branding, that places customer and product at the epicentre.
Interested in learning more about the Raleigh build? Maybe you’re looking for your own Magento site – then get in touch and we’ll be happy to talk.
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