Brand strategy, Naming, Identity, Web Design, Strategy, Copywriting
increase in total sales
increase in conversion rate
decrease in bounce rate
Roval needed to show riders of all types that they understand their needs and speak their language. We created separate pages to serve as the home base for cross-country, trail, road, gravel and triathlon riders, using breathtaking photos to tell stories of each type of rider doing what they love.
Within the category pages, large product cards provide quick statistics on the wheels and an example of a rider using them. This design elevates the traditional e-commerce approach by presenting products in a layout that emphasizes their high performance. On mobile, we displayed only those details necessary for decision making; the result was a 51% increase in Add to carts for mobile users.
The riders and makers of Roval wheels have fascinating stories to tell. We pulled these stories together into the “Journal” section of the site. This gave Roval an opportunity to express a personality very different from its parent brand.