This international brand primarily known for road tires in Europe was looking to enter the mountain biking space and gain a better foothold in the US market. Having previously dipped their toes into eCommerce and search engine marketing, they brought Getfused in to bring things to the next level.
Through a heuristic evaluation, our user experience team identified pain points in the website and online store. The result was a huge wishlist of iterative improvements that could help make the shopping experience as smooth and enjoyable as riding on their tires. We collaborated with their dev team to identify quick hits and organize bigger initiatives into a roadmap.
We performed an extensive review of existing analytics to gain insight into the effectiveness of current efforts and identify gaps in tracking to close before executing our marketing strategy. These findings, along with stakeholder interviews, allowed us to begin formulating a picture of specific audiences and their interests and goals.
Knowing the importance of understanding your audience, we did a deep dive to get to know the mountain bike space and the different types of people we need to appeal to. We identified two main audiences: road bikers who know and love Vittoria and want to try mountain biking, and experienced mountain bikers who aren’t familiar with Vittoria. We established three personas within these audiences: the thrill-seeker, the sightseer, and the gearhead.
We provided recommendations for Vittoria’s North American social media team’s ongoing efforts. We then focused on a paid advertising strategy incorporating social media and search engine marketing with the goal of increasing mountain bike tire sales. We created multiple campaign strategies to reach different audience segments at various points of the customer journey through a combination of paid search ads, social media ads, display remarketing, Google Shopping ads, and dynamic retargeting. Depending on the user, these ads would either link to a landing page or direct to a product page. We segmented users by focusing our search campaigns on terms from high-level and generic to low-level and branded with purchase intent. Generic searches would send the user to an educational landing page, while branded product searches would send them directly to the product to purchase.
Audience-Specific Landing Pages
As a key piece of these campaigns, we created audience-specific landing pages to present a unique brand value proposition targeting the user’s audience segment and persona within the buyer journey. By speaking the users’ language and appealing to their specific desires, we are able to get much better engagement than by only using ads that bring all users directly to a product. Landing pages were built with Vittoria’s buyer personas in mind:
- Brand Awareness: advocating for the brand among mountain bikers who were unfamiliar with Vittoria.
- Intro to Mountain Bikes: targeting loyal Vittoria road bikers who might want to try going off-road.
- Call to Adventure: introducing thrill-seekers to the world of mountain biking and Vittoria tires.
- Technology Education: a deep dive into Vittoria’s proprietary tech for customers whose sales cycle involves a lot of research.
User Experience Enhancements
A marketing campaign can only be as effective as the site it drives people to. Insights from our UX Evaluation led to iterative updates to the user interface, making the shopping experience smoother, especially on mobile devices. We focused on increased flexibility and efficiency while also reducing potential for errors and confusion.
One of the most significant findings from the UX Evaluation was the slow speed of the site. We worked with their development team to optimize the front-end code and make infrastructure improvements to make the site as fast as their tires.
Creating a great site doesn’t need to be a guessing game. Through A/B testing, we can measure the effectiveness of design variations to make iterative improvements. We continuously refine our landing pages by experimenting with calls to action, photography, and content placement.
We monitor every step of the conversion funnel. We know what people searched for and the ad they clicked on. We know exactly how they interacted with the landing pages, and their path through the site as they shop and checkout. These stats allow us to know what’s working, and more importantly, what isn’t.