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Story of partnership
Since its inception, Aventon has had an avid customer base of professional and casual bikers alike. As the brand reached the mid-market level, Aventon was having a difficult time keeping pace. Content deployments took weeks longer than they should have. And Aventon’s CRV was far lower than other brands in their space.
After partnering with Anatta in Q2 2022, Anatta supported an entire rebuild and redesign of the Aventon site — resulting in drastically faster deployment times, a 21.8% increase in CRV & 20% increase in total revenue.
Founded in 2013, Aventon made a key pivot to eBike manufacturing just 5 years later in 2018. Over its now 10-year history, the brand has grown a large and avid fanbase of professional and casual bikers alike.
In Aventon’s day-to-day, projects were slow to get off the ground. But the number of projects in the backlog continued to grow. And Aventon’s internal development team was stuck pedaling on an arduous, razor-thin bike trail. Any changes or updates to the Aventon website needed a lot of time, coordination, and effort.
Tired of being stuck with rusty chains, Aventon knew it was time to find a trustworthy tech partner to help break them out of their growth plateau and get their site up to speed.
Anatta was onboarded in Q2 of 2022. Aventon teamed up with a UX Researcher, UX Designer, UI Developer, Quality Assurance Tester, and Project Manager. Anatta quickly began auditing Aventon’s website to get a comprehensive perspective on where it stood terms of speed, scalability, and performance.
During Anatta’s audits, Aventon’s situation was apparent. First, Aventon’s Shopify theme wasn’t built to scale. And their existing back-end codebase was challenging to maintain and update. But simply cleaning and refactoring Aventon’s codebase wouldn’t fulfill Aventon’s surmounting needs. Or be adequate enough to raise its storefront to a consumer’s modern-day expectations.
To truly modernize Aventon’s website, Anatta began rebuilding the codebase entirely from scratch, prioritizing both scalability, performance, and modularity. For faster development times in the future, Anatta set up build tools like Webpack. And with Anatta’s support, Aventon’s hard-coded website became increasingly more flexible—and functional.
Since Aventon needed near-daily deployments to either update site content or run promotions, Anatta integrated both Tailwind & Prismic so that Aventon could easily update sitewide content.
As a DTC business selling eBikes, Aventon’s product detail pages require more information than typical PDPs. So launching new products often took a large amount of Aventon’s bandwidth. With Anatta’s Primsic CMS integration, development time improved dramatically.
Anatta designed and implemented additional product categories, product filtering features, a Cart Drawer customers could use to quickly access their cart and see additional product recommendations, and enhanced the overall navigation of the storefront. In addition, Aventon’s on-site search was optimized for stronger product discoverability and browsing.
Aventon also enlisted Anatta’s help in building out their “Butts on Bikes” initiative — which resulted in a “Ride Before You Buy” landing page where Aventon customers could test ride their chosen Aventon bike at local stores.
From a new development system to optimized UX—all this work delivered fast returns for Aventon.
Anatta finished out Q2 of 2023 with extensive user acceptance testing. Anatta also built out an A/B testing program for CRO and set up Aventon’s GTM and GA integrations.
For Aventon, an Anatta partnership not only helped elevate their storefront’s user experience… But transformed time and resource-draining internal processes into streamlined, efficient systems that also produced a more consistent level of quality.