Case Study
Cervélo

Increasing digital performance for the world’s fastest bikes.

In 2019 we delivered a whole new web platform for Cervélo, a world leader in creating fast, aerodynamic road and triathlon bikes. Since its founding, Cervélo’s core focus has been to engineer innovative, industry-leading bikes. They needed a website with a strong branding and marketing focus to complement their mission.

Objectives

A refined and strongly-branded web experience which incorporates their new brand identity.
An easy way for consumers to understand the brand’s product categories, their intended uses, and ultimately choose the best bike for them.
Tell the Cervélo story in an engaging and relatable way, targeting their key customer persona groups with strategic content.

Setting the stage for success

We worked closely with the Cervélo team to create a solid strategic platform that spoke to their wide ranging audience personas. Technically the product was dialed but it was difficult for the average rider to connect with the brand and understand how the bikes would benefit their own personal riding style. Through a streamlined architecture that balanced data, lifestyle and a clear path to purchase, we were able to deliver a user experience that inspires and educates.

A digital-first design language and content strategy

Built for global growth, the site introduces a new design language rooted in rich visuals and content to show products in use; all brought together with a modular technology framework that merges brand storytelling and online product research.

Services

Integrated and coordinated services

VW has an extensive and multi-faceted working relationship with Cervélo that incorporates all of VW’s key service areas.

Strategy: Online Situational Audits; UX Strategy; Product launch strategies
Creative & Design: Website design; Email template design
Technology: Development of a custom theme on the Magento 2 CMS; Custom-built bike configurator and fit finder; Multi-language translation using MotionPoint; Collaboration with in-house development team to manage and maintain the website
Growth: Search engine marketing strategy and implementation; Performance optimization; Product launch strategy

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We know bikes. We love bikes.

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