Alienation Digital was contracted to create a new website for the London-based high-end custom cycle specialists Condor Cycles, designers and builders of premium bespoke bicycles since 1948.
Alienation was brought on board after Condor found they were experiencing a high volume of customer price enquiries, due to the absence of detailed and up to date information on the previous website. Further, there was no facility in place to monitor and evaluate site performance, or regularly update the site with new products and ranges.
The objective www.condorcycles.com
Overall, the new Condor site was to be an online presence for the brand, a resource for Condor enthusiasts, and a home for the cycling community online.
Research & Analysis www.condorcycles.com
Alienation’s digital marketing team evaluated how the original Condor site was performing to identify opportunities.
Research into the keywords Condor wanted to be found for returned some surprising results!
Alienation evaluated Condor's positioning and performance against others competing for the same keyphrases.
Customer Analysis - A look at the end user www.condorcycles.com
For Condor customers
cycling is not just a hobby...
it's a way of life!
It's about recreating the atmosphere of
the Condor shop community, online.
Content Analysis www.condorcycles.com
Getting to know the business & marketplace
Analysis of the cycling market, particularly the online presences of the world’s largest cycle manufacturers, showed a high level of innovation in graphics.
Condor had some really inspiring content which artfully displayed their passion for the product. We built the site around their words, imagery and videos to create a timeless online platform.
Embedded videos showcase key elements of the business such as the construction of one of its hand-built wheels.
Wireframing & Brainstorming www.condorcycles.com
A simple graphical, interactive system was built to deliver a comparable level of customer engagement to a high-end multinational bicycle manufacturer.
The new site design aims to inject Condor's unique personality into the online space and foster an active online community.
The Design www.condorcycles.com
A minimalist design approach led to a simple and timeless user interface with beautiful details.
The Bike Builder www.condorcycles.com
What did Condor customers want from the website? - to simplify the bike building process and facilitate the purchase process.
What makes it innovative? - The 'Bike Builder' Feature
The site required engaging functionality to generate a buzz around Condor’s bespoke proposition.
Alienation created a Bike Builder feature, which allows customers to construct a made-to-order bicycle online with an added personal touch from the organisation’s knowledgeable and passionate employees.
The Bike Builder allows users to customise every element of their bike to help them visualise the final product and provide a quote for their bespoke product.
Once created in the Bike Builder, users can share your bicycle with friends through Facebook and Twitter to start a conversation and encourage interaction centred around the Condor brand.
The new site encourages interactivity between the organisation and its customers. Condor enthusiasts can engage with the site by experimenting with the bike-builder tool and adding comments to the site’s blog. Alienation created the blog tool for Condor, which allows the business to share its passion for cycling, and expands the Condor community into the online world.
What else makes it cool? www.condorcycles.com
Sliding image banner highlights key products, promotions and news, whilst helping to develop a strong brand identity.
Products area allows users to refine their search according to brand, product type and sort according to a number of criteria.
The Results www.condorcycles.com
How has this solution
The new website proved a hit with the cycling community right away, enjoying a 40% increase in visitors in the first month since launch and a 35% rise in visitors from search engines. The site attracted 120,000 visitors in its first 6 months and Condor are on target to increase sales by at least £1 Million in the next year, as a direct result of the website, and the consumer engagement of facilities such as the Bike Builder.
It is vital we are represented online in a way that reflects Condor offline. Alienation understood that we set ourselves apart from the competition and need to continue that online with regard to design and digital marketing enabling us to advance our consumer offering.
Going forward the website will be far more functional and usable for both entry level riders and enthusiasts, as well as strengthening our reputation within the industry and wider fitness market."Grant Young Managing Director Condor Cycles