Headquartered in Golden, Colorado, Yeti Cycles was based in 1985 earlier than mountain biking was even thought-about an business. The model shortly discovered its area of interest in producing world-class racing bikes. Over time, Yeti Cycles grew probably the most well known race groups in mountain bike historical past and received quite a few world and nationwide championships. The corporate has additionally led the cost in business developments, frequently creating bikes that outline and push the boundaries of the game.
When the COVID-19 pandemic hit final 12 months, there was a renewed demand for outside health merchandise, and the biking business at giant skilled an awesome demand from customers. Whereas Yeti Cycles was already thought-about a premium bike model with a fantastically designed website that served its model wants nicely, there have been challenges in managing the positioning and connecting back-end programs, which considerably restricted the advertising crew’s potential to successfully handle the positioning with out the help of a developer.
Creating the Buyer Expertise
2020 was about survival for a lot of manufacturers. Firms needed to be modern as retail gross sales moved virtually fully on-line. Each enterprise needed to adapt indirectly, whether or not it was organising an internet site to promote direct to customers for the primary time or optimizing a present platform. Yeti Cycles fell into the latter class.
The corporate was utilizing a set of e-commerce instruments, together with Shopify, Magento 1 and Readymag, and required a developer’s assist any time its advertising crew wished so as to add new content material or merchandise. This proved to be an enormous problem. Wanting to construct a brand new website on a single back-end platform to enhance usability and provides extra management to its inner groups, Yeti Cycles tapped The ZaneRay Group to design a brand new on-line retailer that may mix an attractive, customer-facing web site and highly effective e-commerce engine powering and connecting it behind the scenes.
ZaneRay’s crew famous the outdated website offered few choices for customizing product pages and cross-selling merchandise. Extra importantly, Yeti’s major purpose was to introduce customers to its model tradition, displaying the experiences that may solely occur on a Yeti. The corporate wished customers to see the bikes in motion on the positioning, however the limitations of the positioning compelled it to prioritize updates primarily based on whether or not sources have been available to make the adjustments. Yeti Cycles was additionally compelled to contemplate whether or not the updates have been then definitely worth the time and expense.
Putting the Proper Steadiness
Yeti Cycles knew the important thing to fixing its issues was putting the precise steadiness between creating and upholding a premium model expertise whereas updating and enhancing e-commerce efficiency. Doing so requires a stable again finish and a flexible front-end interface to offer a superior end-to-end buying expertise. For Yeti Cycles, the answer was clear: the corporate wanted to make the most of rising headless commerce structure so as to greatest obtain each their branding and commerce wants.
Headless commerce platforms enable retailers the liberty to construct and customise their web sites and take full management over the client expertise (CX). Yeti Cycles and ZaneRay researched a number of SaaS e-commerce platforms earlier than touchdown on BigCommerce for its versatile API framework. BigCommerce emerged because the platform greatest suited to help the wants of the model.
Design and have enhancements have been made to the positioning to create a wealthy model expertise that additionally allowed clients to determine their native brick-and-mortar shops or on-line retailers for buying bikes. As well as, whereas Yeti Cycles would not promote its bikes direct to customers, it does provide a premium attire line that may be bought on the positioning. Behind the scenes lives the Professional and B2B e-commerce shops, the place retailers and racing groups construct and buy bikes. Organizing complicated product and bike customization knowledge, then connecting it to all of the purposes that use it, proved to be a monumental process given the character of what it takes to help the acquisition of a completely customizable bike on-line. Supported by the Open SaaS options from BigCommerce, Yeti Cycles now has the good thing about having built-in back-end programs, enabling the crew to make knowledgeable website changes primarily based on data-driven insights — and achieve this shortly and independently, with out the necessity for a developer.
By leveraging BigCommerce product knowledge, reusable elements, and ZaneRay’s design system, Yeti Cycles’ advertising crew now has the flexibleness to construct new net pages inside minutes, add real-time content material, and totally automate new product launches. What as soon as took weeks to typically a month now takes moments to add and schedule.
For example, the corporate launched its new bike mannequin, SB115, simply 4 days after the positioning launched. Roughly one month later, a brand new restricted version ARC 35th Anniversary mannequin launched. The advertising crew seamlessly constructed the product web page leveraging the advantages of a headless structure and BigCommerce product knowledge.
This launch facilitated essentially the most website site visitors Yeti Cycles had seen in years, with 85,500 web page views and greater than 38,000 periods by 32,500 customers. On high of that, the bike bought out in lower than two hours. For the reason that launch of the brand new website with BigCommerce, Yeti Cycles has seen a 53 p.c year-over-year improve in customers, a 44 p.c improve in periods, and a 36 p.c improve in web page views.
Headless commerce is setting the bar for firms that need best-in-class commerce instruments with the good thing about creating and supporting a extra immersive and premium model expertise, leveraging a extra strong CMS to help these experiences. Yeti Cycles’ web site is way more than a spot to buy merchandise; it creates deep connections to its clients by offering a complete expression of the model, partaking them on a deeper degree and provoking them to purchase.
Shifting ahead, Yeti Cycles is targeted on growth efforts. As one of many few mountain bike manufacturers with a premium attire line, the corporate plans on introducing three new collections. The enhancements made to its website through BigCommerce and ZaneRay will enable for much more exact advertising efforts to discover new channels for extra seamless product launches.
Kirk Cornelius is strategic director at The ZaneRay Group, a design and growth company.