Case Study – Fezzari Bikes

Case Study Background

Cycling & Outdoor

New Website Design, Custom Shopping Cart, Accessory Recommendation Engine, Custom Search

The Challenge

Fezzari Bicycles came to Fifty Studio to upgrade their web presence. The previous site was inconsistent in its design and didn’t relate the custom high-end nature of their product. Not only did the web design need to be cutting-edge, but the features of the site needed to impress every visitor to the site.

They site also didn’t allow for online ordering. Every order was taken over the phone, causing employees to spend time on tasks that could be automated for greater efficiency.

Site updates were done manually, so a content management system was needed to allow Fezzari to focus more on their bikes and less on trying to sell them.

The Solution

We couldn’t get all of the items included in the initial site launch so we worked with the client to capture the most important features to include. We continue to work closely with Fezzari Bicycles to keep the site and its features fresh.

The Result

One of the biggest unknowns going into the site launch was how users would respond to buying a product averaging over $1,000. We were excited to see the first order come in the day after the initial launch.

With a launch this big, we couldn’t get everything we wanted in the first version of the site, so we worked to decide what were the most important features to launch with. Since then, we’ve continued to improve the site, making it simpler to navigate, easier to see the bikes, and streamlined the checkout process to make the order process as simple as possible.

One of the biggest requests from Fezzari was a way to recommend the best accessories for their bikes. Ultimately, we came up with a unique recommendation system, controllable by Fezzari, that replaced purchased accessories with additional recommendations. So each purchased accessory causes a new one to be put in its place, making sure there are always new accessories to showcase for each bike.

The shopping cart also allowed users to take their specific riding measurements that are logged to each order. Fezzari custom builds each bike using a specialized 23-point setup to give users an unparalleled fit from their product.

One of the features that had to wait for a future release was a custom designed AJAX search on the site. Launched at the beginning of 2010, the custom search dynamically changes results based on what a user is typing. And instead of generating a simple list of results based on the search, the results are organized into applicable groups for easier browsing. The results generated are more intuitive and easier to distinguish, making the search one of the most used features on the site.

But beyond the big features, sometimes its the small touches that really make a website resonate with the visitor. On the Fezzari site we incorporated tooltips into the categories shown on the navigation mega menus. A simple feature like that helps educate someone new to the sport on the difference between an All Mountain and Cross Country full suspension mountian bike, helping them make the proper choice when purchasing, and hopefully, staying a Fezzari customer for a long time.

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“We finally have the kind of web presence that fully and accurately represents who and what we are as a business”