Robert Axle Project is the authority on 12mm and 15mm thru axles for bikes. They provide the highest quality products that allow families, adventurers, commuters and recreationists to enjoy traveling by bicycle. Sales are international, online through its e-commerce website as well as through dealers, distributors and OEM partners.
As the “RAP” products have grown in popularity, and in “fit” complexity with an expanding variety of different bike styles and brands, company founders recognized they needed a stronger e-commerce website platform.
Thoughtful content approach increases customer engagement
RAP has a strong customer following and sense of their community through social media channels, trade shows and industry connections. During website planning we identified 4 different customer personas to message to about not only about the product, but also in the different narratives and imagery that could be shared around actually ‘having’ and using the product from RAP.
Thoughtful website copy and messaging was matched with imagery to draw visitors into a compelling company narrative about experiences, recreating and possibility with the RAP product.
The transition in content from heavy product and features focus to more customer benefits and aspirations orientation with the new website increased website engagement respectably – with 110+ % increase in page views and 23% decrease in the site-wide bounce rate.
“Effectual worked hard to understand our business needs and develop custom features that increased traffic, conversions and engagement with our customers. With excellent project management and communication throughout the process!”
Custom fit selector streamlines visitor experience
An increasing complexity in matching product ‘fit’ to increasing variations of bike and trailer types, RAP sales support knew there had to be a better way. They asked Effectual to build a custom “fit selection” tool compatible with the new website CMS.
Automating the ‘fit’ process has facilitated customer ease with securing the right product through the website, dramatically reducing sales support calls and product returns.
New website at the hub of a fuller engagement platform increases visits
Actively engaged with their community, RAP’s new website supports this conversation – through regular story content (blog posts) and integration with social media feeds. Fresh, regular and fun content that’s attractive to search engines and industry forums brings a 150% increase in website traffic.
Online product sales have increased 125% since the website’s launch.