Ecommerce Website Development That Converts — Digital Marketing for eBike Retail

Key Deliverables & Outcomes: Building a High-Converting Ecommerce Platform for eBikeBC

Context & Challenge

When eBikeBC approached us, their online presence was functional but far from optimised for conversions. The electric bike industry in Western Canada is growing fast, but competition is fierce — both from international e-bike brands and local retailers investing heavily in their digital storefronts. eBikeBC needed more than just a good-looking site. They needed a platform that could sell bikes online as effectively as an in-store experience.

The challenge was clear:

• Their existing ecommerce site lacked robust product comparison tools and a user-friendly checkout process.
• Product photography and lifestyle visuals didn’t reflect the premium nature of their bikes.
• Digital marketing efforts were limited and disconnected from the website’s customer journey.

For an ecommerce brand in a high-ticket category like electric bikes, every friction point in the buying process translates to lost sales. Our team knew we had to rebuild their digital foundation from the ground up — combining a conversion-driven website, high-quality content, and data-backed performance marketing.

Approach & Strategy

Our first step was to audit eBikeBC’s current website and marketing ecosystem. We mapped out the full customer journey, from discovery on social media or Google Ads through to checkout. This analysis revealed several opportunities:

• Better product discovery tools (filters, sizing guides, comparison charts) were needed to guide customers through complex product configurations.
• Visual storytelling through photography and video would help bridge the gap between online and in-person bike sales.
• Targeted campaigns needed to drive high-intent traffic, supported by custom landing pages that addressed buyer concerns upfront.

Our strategy combined three core pillars of Setsail’s services:

1. Ecommerce Website Development – A complete redesign focused on mobile-first performance and speed.
2. Content Creation – Professional product photography, lifestyle shoots, and short-form product videos.
3. Performance Marketing – Paid campaigns on Google and Meta, optimised for ROAS and supported by conversion tracking.

‍

Creative Process

We believe that ecommerce design starts with understanding the product and the audience. Our team spent time with eBikeBC’s product managers, exploring the unique features of each electric bike model and the concerns of typical buyers — range anxiety, terrain compatibility, sizing, and warranty. We know this very well from our deep experience with eMobility industry

Behind-the-scenes, we conducted:

• Studio shoots for crisp, detailed product photos (ideal for ecommerce product pages).
• Lifestyle photo and video shoots across British Columbia, capturing the real-world utility and excitement of eBikes.
• Content scripts for feature highlight videos and short social media clips.

On the design side, we prototyped the site architecture in Figma, ensuring the buyer journey felt intuitive. We created comparison tools and interactive guides that allowed customers to see which model matched their riding style and budget.

Execution & Deliverables

Our development team implemented a fully custom ecommerce solution, integrating advanced filtering, inventory syncing, and a streamlined checkout process. Each product page was built to highlight key selling points (e.g., battery range, weight, motor power), supported by visual content we produced in-house.

We also built landing pages for seasonal promotions (e.g., “Save $250 on Cargo Packages”), which were tied directly to Google Search and Meta campaigns.

Key deliverables included:

• A conversion-focused ecommerce site with mobile-first design.
• 100+ professional product and lifestyle images optimised for web.
• 3 promotional video clips for ad campaigns and social media.
• Custom landing pages for PPC campaigns with built-in analytics.
• Complete marketing automation setup for lead capture and remarketing.

Tangible Outcomes (KPIs & Business Impact)

Our integrated approach delivered measurable growth:

• +35% increase in online conversions within the first quarter post-launch.
• +50% improvement in mobile checkout completion thanks to UX optimisations.
• PPC campaigns generated a 4.3x ROAS on targeted seasonal offers.
• Organic traffic grew +28% after launch due to improved site speed, structured data, and optimised product content.

Lessons Learned & Next Steps

This project reinforced how critical visual content is in high-value ecommerce. Unlike fast-moving consumer goods, electric bikes require careful research from buyers — they want detailed product specs, feature breakdowns, and confidence that the purchase is worth it. By blending storytelling with performance marketing, we made the site not just a shop, but a trusted advisor.

Going forward, we are partnering with eBikeBC to:

• Expand their SEO strategy with content around “Best electric bikes for BC terrain” and similar high-intent search topics.
• Continue A/B testing landing pages to refine checkout flows.
• Launch retargeting campaigns using the content library we’ve built.