24 Case Study
Evans Cycles
Establishing a testing culture at the UK’s largest multichannel cycle retailer
Started in 1921, Evans Cycles is the UK’s largest multichannel cycle retailer with over 60 stores throughout the UK and a website with 1.5 million monthly unique visitors, delivering to hundreds of countries worldwide. Given the business’ success, the Evans Cycles website has
consistently been in a state of evolution, adding features and functionality to keep pace with customers’ online shopping needs. But in terms of user experience and analytics, Evans Cycles was falling flat. Web Analytics Manager, Daniel Lee, was hired to improve user experience by taking quick actions from real-time data and chose Optimizely to provide the foundation to make informed, data-driven decisions, transforming its online business and increasing revenue.
Building a leading digital business
Te organisation focused first on gaining more insight into user behaviour across its website, building momentum around the use of testing and analytics throughout the company. “Optimizely is the cornerstone of building our testing culture,” Daniel says. Te ultimate goal was for Evans Cycles to make better, faster decisions based on data and insights, a characteristic of any leading digital business in Daniel’s opinion. With minimal development resources, Evans Cycles used
Optimizely to quickly get results that made a meaningful impact. It learned by first listening to its customers, and based on user feedback, it developed assumptions. It then used Optimizely to test each hypothesis. Optimizely also integrated seamlessly with the company’s other user testing platforms and thus allowed Evans Cycles to uncover how the opinions of customers in user research impacted the millions of users across its site. Ultimately, this gave Evans Cycles the data it needed to guide decision-making and its website roadmap.
Based on customer feedback, Evans Cycles decided to run a test on its product page. Most online cycle vendors follow the same approach on product pages – product image, description, and selection area that leads you to add to basket and then finally to checkout – and Evans Cycles was no exception. During user research, the team received feedback from customers that they were trying to buy a bike but it looked out-of-stock, despite the fact that there was plenty of stock available. Te team then hypothesised that this could be based on the greyed-out add to
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basket button before the user has made a selection. Tey tested a version of the product page that made the add to basket button more visible and prompted the user to make a size and colour selection. Tis simple change made a big impact on the product pages, showing a 49 per cent uplift in the add to basket metric and 4.3 per cent more revenue generated.
Looking forward
With minimal investment, Evans Cycles has seen great success and significantly improved its online experience using Optimizely. According to Daniel, “Optimizely has changed the way Evans Cycles does business.” Te company is now equipped to take quick action, based on the real-time data coming out of its testing program, and it has much greater insight into user behaviour across its website. Te company is increasingly focused on analytics and the team has developed an A/B testing roadmap with plans to continue ramping up the testing efforts moving forward.
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