Successful website redesign tips: Ribble Cycles

Website redesign for retail

Award-winning British cycling retailer and manufacturer Ribble Cycles have completed a website redesign in collaboration with Leeds-based eCommerce agency AYKO.

Modern Retail had the pleasure of speaking with them about the best ways to redesign a website for success, as well as the key features that they have improved.

What did their website redesign involve?

Ribble Cycles’ website redesign has placed the consumer at the forefront of everything they do, truly customising the ecommerce experience and removing common barriers to online sales.

The launch will ensure the Lancashire company retains its world-class direct-to-consumer ecommerce platform, while also providing the perfect springboard for future expansion.

Improvements have also been made to their popular ‘Bike Builder’ visualisation tool, allowing customers to customise their bikes by upgrading specs and choosing their own colourways for different components.

Ribble Cycles’ website redesign has enabled them to maintain an incredibly interactive website, helping consumers to make confident purchase decisions online.

What Ribble Cycles had to say about their website redesign

1. What prompted Ribble Cycles’ website redesign?

“Our platform required a technology upgrade, so we decided to revisit designs, functionality and customer journeys at the same time, giving users a much-improved experience when checking out online.”

2. What can shoppers now expect on the Ribble Cycles website?

“There’s a new and improved Bike Builder which we’re really excited about. This gives shoppers the opportunity to access a 3D visualiser to customise their bike by changing elements such as colours, upgrade components, upgrade mechanisms, and get a live view of their own creation.

“On top of that, expect upgrades in technology that allow us to offer a quick and seamless shopping experience, whether you’re building a bike from scratch, or trying to check out quickly.”

3. How important is it to create a customisable experience for ecommerce?

“It entirely depends on the offering, but in Ribble’s case, being able to create custom bikes is one of our unique selling points. So integrating that seamlessly into the ecommerce experience is something we’re proud to bring to shoppers.”

4. What would be your top tips for any retailers wanting to improve their ecommerce experience?

“Have a clear vision of what you’re trying to achieve. It’s important to understand what the customer wants and to deliver that in its truest form. It’s good to be ambitious but also realistic about what is possible given the resources. Sometimes it’s better to narrow the scope of your project if it means delivering a better end result.

“Working with partners you trust helps too. A lot of companies over promise and lose focus when problems arise. We worked with Leeds-based agency AYKO on this project and the first build, and have a good understanding between their team and our team in-house.”

5. How does it help for shoppers to be able to visualise products before buying?

“It’s really important to be able to give the clearest representation of your offering online, otherwise it just creates more issues for other teams further down the line.

“For our custom bikes it’s essential customers can see what they’re creating in real-time, and change elements they want to. It’s something that really sets us apart from the competition in that respect. Without the visualiser, it would be a bit of a surprise when the bike finally turns up!”

6. What’s next for Ribble Cycles and how can our readers stay up to date?

“Readers can keep in touch with Ribble Cycles products and the performance of our Racing Teams through the blog, newsletters, and through social platforms too. There’s a great community of cycle enthusiasts that come together to share their passion for cycling online – including many of our staff!”