The Tredz website is a destination for expertise, product reviews and high-quality cycling content alongside excellent, cost-effective products. It balances the needs of the business to get products in front of potential customers while showcasing high-quality content – this required a systematic approach to page and template structure.
Through high-energy co-design sessions with the Tredz team, we prototyped a system of dynamic content blocks that could be dialled up or down depending on how transactionally focused the page was. This approach was even more important in the challenging cycling market post-COVID as the Tredz marketing team had to react to flux and use multiple promotional levers to run successful campaigns.
This means that early, browsing-focused pages allow users to explore a range of guides, reviews and inspirational content that was bespoke to their particular interest in cycling. Additionally, more specific product-related pages have a slim slice of practical content such as “how to fit a pannier rack” or “size guide for tyres” which targets serious, high-knowledge shoppers.
This dynamic content can be pulled through onto various journeys in keeping with the user’s stage in their decision-making process. The content also has a permanent home in the new IA to provide a solid SEO footprint for the topics that help Tredz perform as a high-quality, expert-led cycling destination.
Our work resulted in a 4.5% conversion uplift for Tredz and helped buck the downward trend in the cycling industry announcing £1,438,843 in pre-tax profit for the year.
