Fezzari Bicycles
Industry
Cycling & Outdoor
Services
New Website Design, Custom Shopping Cart, Accessory Recommendation Engine, Custom Search
Challenge
Fezzari came to Fifty Studio to upgrade their web presence. The previous site was inconsistent in its design and didn't relate the custom high-end nature of their product. Not only did the design need to be cutting-edge, but the features of the site needed to impress every visitor to the site.
They site also didn't allow for online ordering. Every order was taken over the phone, causing employees to spend time on tasks that could be automated for greater efficiency.
Site updates were done manually, so a content management system was needed to allow Fezzari to focus more on their bikes and less on trying to sell them.
Results
One of the biggest unknowns going into the site launch was how users would respond to buying a product averaging over $1,000. We were excited to see the first order come in the day after the initial launch.
With a launch this big, we couldn't get everything we want in the first version of the site, so we worked to decide what were the most important features to launch with. One of the biggest requests from Fezzari was a way to recommend the best accessories for their bikes. Ultimately, we came up with a unique recommendation system, controllable by Fezzari, that replaces purchased accessories with additional recommendations. So each purchased accessory causes a new one to be put in its place, making sure there are always new accessories to showcase for each bike.
The shopping cart also allowed users to take their specific riding measurements that are logged to each order. Fezzari custom builds each bike using a specialized 23-point setup to give users an unparalleled fit from their product.
One of the features that had to wait for a future release was a custom designed AJAX search on the site. Launched at the beginning of 2010, the custom search dynamically change results based on what a user is typing. And instead of generating a simple list of results based on the search, the results are organized into applicable groups, ala Apple's Spotlight search. The results generated are more intuitive and easier to distinguish, making the search one of the most used features on the site.
Client Response
"Fifty Studio has been integral in the development of our web site strategy and has become a valued partner to our business."
