Driven By Technology
Hamilton reveals that at its heart, Serial 1 is a technology company committed to furthering bike culture via eBikes. “Using appropriate technology in all areas of our business is key to success and growth,” he says.
What’s more, using Vizit’s software to analyze visual content, Serial 1 was able to reveal, in real time, the View of the Consumer — that is, the unique visual preferences of each of its target audiences, as well as the trends and visual techniques that are most motivating to each segment.
“Vizit allowed us to make data-driven decisions around the visuals we were using for different audiences,” says Jason Huntsman, president of Serial 1. “We accelerated our decision-making process without the need for lengthy and costly experimentation.”
After Serial 1 implemented the visual content recommended by the software, conversion rates increased by 98%. In addition, online shoppers spent 25% more time on the website, and its research and testing time decreased by 99%.
During implementation, Hamilton and his team leaned on learnings to find success. “One of the most prominent trends that we saw during the project was the importance of making the product feel accessible,” he says. As an example, automotive brands will sometimes show a vehicle traversing massive sand-dunes or plunging thru a deep river. While this might happen to one or two customers, it is not how most of these vehicles will be used.
He adds, “We found this to be true with our eBikes as well. Showing the premium eBikes being utilized in the most likely use cases resonated with our customers. We believe this is because we helped the customer see themselves using our eBikes in a similar manner.”
As for next steps, Serial 1 just released the MOSH/TRIBUTE Limited edition series eBike, which sold out in less than 24 hours. “We’ll continue helping to help people in the US and Europe experience the fun, freedom, and instant adventure of riding a pedal-assist electric bicycle,” Hamilton closes.