Since starting back in 1860, Pearson has become an established British cycling brand. Now run by the fifth generation of the Pearson family, it is recognised as the world’s oldest bicycle business. Following impressive success in their London stores, they wanted to bring the business into the 21st century by improving their online offering. They approached us to boost their online conversion rate and help them appeal to new markets.
- Lead time:
- 6 months
- Sector:
- Sport & Leisure
- Target Type:
- B2C
- Demographic:
- Cyclists
- Website Goals:
- Launch New Brand, Drive Sales
- Services:
- eCommerce Web Design, Digital Marketing
- Scope
- Adobe XD Designs
- WordPress CMS
- WooCommerce Shop
- Responsive Design
- Apply Pay Integration
- Ongoing Digital Marketing
- Resource
- 1 x Project Manager
- 2 x Digital Marketing Specialists
- 1 x Website Designer
- 1 x Front-end Programmer
- 1 x Back-end Programmer
- 1 x Quality Assurance Tester
Taking success online
One of Pearson’s goals was to widen their offering of cycling apparel. They believe that cycling should be accessible to all and wanted to appeal to all cycling enthusiasts, not just the cycling gurus. To increase the accessibility of the new Pearson website to new cyclists, we created a website structure that enables users to shop by collections and by categories.
Photographic menu
We implemented a drop down menu to showcase imagery of the collections, apparel and bikes.
Clean and clear
Products are presented in a bold and clear way to provide a simple and intuitive user experience.
Dynamic imagery
Product page imagery updates as options and add-ons are selected, showcasing the customer’s final product.
Payment gateways
We integrated with 3 different payment gateways including Apple Pay to streamline the checkout process and meet market demand.
301 strategy
The new Pearson website launch involved both a rebrand and a domain change. We managed this process, taking measures to protect existing search engine rankings. Each URL from the old domain was mapped to the equivalent page on the new website and Google was informed of the rebrand.
