Ecommerce Website Development and Marketing for eBikeBC

Context & Challenge

eBikeBC’s website worked, but it did not provide enough support for a considered online purchase. Customers needed to compare models, understand specifications and assess fit before choosing a bike. In Western Canada’s competitive electric-bike market, the site needed to support the questions customers would ask in store as well as provide a checkout.

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.

Electric bikes are a substantial purchase, so unanswered questions can interrupt the buying process. We needed to rework the website and its product information together, supported by useful imagery and campaigns that brought people to the right offer. Improving the route from discovery to checkout was the reference for those decisions.

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

Our ecommerce design work began with eBikeBC’s product managers. We reviewed each model’s features and the questions buyers raised about range, terrain, sizing and warranty. That product knowledge informed the comparison tools and content, drawing on our work in the 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

For a considered purchase, visual content needs to answer practical questions. Electric-bike buyers look for specifications, feature detail and enough context to judge whether a model suits them. The product and lifestyle content worked alongside the filters and comparison tools, so visitors could research the range before reaching the checkout.

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.