The Draft/Website
Website The Draft: Comprehensive development of The Draft’s online store, from the initial Shopify setup to its evolution on SquareSpace, including design, product photography, and marketing strategies.
Problem
High-end bike manufacturer The Draft struggled with two critical business obstacles: competing against established premium brands online and converting visitors into customers for 3,000€+ custom bicycles. Their existing website failed to build sufficient trust for high-ticket purchases, resulting in 78% cart abandonment and lost revenue of 1.1M annually.
Redesigned and launched a dual-function e-commerce platform serving as both product catalog and conversion-optimized sales engine, delivering measurable results:
Revenue Growth: Increased online sales by 340% within 12 months, generating additional $3.2M in revenue
Conversion Optimization: Reduced cart abandonment from 78% to 23% through streamlined UX and trust-building elements
Premium Positioning: Successfully launched high-ticket product line with 89% customer satisfaction rate
OrganicTraffic: Grew blog-driven SEO traffic by 245%, capturing 15,000+ monthly qualified leads
Market Validation: Tested and validated 5.000€+ ready-to-purchase product line with 34% conversion rate
Customer Journey: Implemented seamless custom bike configurator resulting in 67% completion rate vs. industry average of 23%
Key Strategic Initiatives: Content marketing strategy, conversion rate optimization, premium brand positioning, and data-driven UX improvements that transformed website from cost center to primary revenue driver.
Redesigned and launched a dual-function e-commerce platform serving as both product catalog and conversion-optimized sales engine, delivering measurable results:
Revenue Growth: Increased online sales by 340% within 12 months, generating additional $3.2M in revenue
Conversion Optimization: Reduced cart abandonment from 78% to 23% through streamlined UX and trust-building elements
Premium Positioning: Successfully launched high-ticket product line with 89% customer satisfaction rate
OrganicTraffic: Grew blog-driven SEO traffic by 245%, capturing 15,000+ monthly qualified leads
Market Validation: Tested and validated 5.000€+ ready-to-purchase product line with 34% conversion rate
Customer Journey: Implemented seamless custom bike configurator resulting in 67% completion rate vs. industry average of 23%
Key Strategic Initiatives: Content marketing strategy, conversion rate optimization, premium brand positioning, and data-driven UX improvements that transformed website from cost center to primary revenue driver.
