Case Study

Mountain Bike BC

From the Kootenay’s high alpine descents to the North Shore’s legendary rainforest tech, British Columbia’s mountain biking is as diverse as its vast terrain. And when your website represents some of the best mountain biking in the world, it has to deliver the goods. 

Designing for a province's-worth of trails

From the outset, the design of the new website worked to bring the various riding regions in BC to the fore. Users can explore regions or communities, as well as bike parks and backcountry lodges, all from the primary navigation with only a single click. A helpful map of BC with a highlighted region corresponding to the user’s selection helps those who may not be as familiar with the province to center themselves geographically. 

A new content type for “Spots To Ride '' allows users to explore towns and riding areas within a specific region including the number of trails by level of difficulty. The pages also feature photo and video content, as well as descriptions of the riding users can expect round out the page. From there, prominent CTAs link out to the riding area’s website, allowing the user to continue planning their journey.

Finding flow

The summer of 2021 was a strong year for the website, and momentum only built from there. In the summer of 2022, the website saw a 17% increase in sessions from organic search, and improved website engagement across all metrics. The bounce rate fell by 11% and the average session duration increased by 19% to above two minutes.