Leading Helmet Brand Learns The Power Of Data-Driven Website Design
Hear from Heather Henricks, Digital Brand Manager, about how Bell Helmets leveraged digital experience optimization to fundamentally shift website redesign processes.
The Overview
Bell Helmets is a leading outdoor brand best known for its power sports and cycling helmets.
The Challenge
At the outset of the engagement, Bell had recently completed a brand redesign which included an overhaul to their website. As with any brand focused redesign, a pretty site doesn’t necessarily mean a high converting site.
The Good was engaged to help optimize and improve the alignment between the new brand site and their consumers’ needs so they would have a website that was not only attractive but also effective.
The Solution
To accomplish that goal, Bell engaged The Good for our Digital Experience Optimization Program™, a data-driven process designed to remove any barriers to conversion on their newly launched brand site. We utilized a variety of methods to optimize the site, including:
- User testing
- Site analytics and consumer research
- User experience design improvements
- Iterative multivariate testing
“The Good helped direct us through a fundamental shift in how we’ll build our websites for the decade to come—and helped us realize a 143% increase in ecommerce sales.”
Heather Henricks, Digital Brand Manager
The Results
In the end, the DXO Program™ not only helped align Bell Helmets’ newly redesigned website with its consumers, but it also helped lead a deeper change in how Bell built and developed its websites moving forward.
The result was a 5:1 return on investment.
How They Got There
The work we completed for Bell Helmets included a combination of several of our service offerings, but these particular outcomes are the direct result of a custom DXO Program™.