Case Study: Evans Cycles achieves a 49% uplift in add-to-basket and 4.3% revenue increase with Optimizely

Establishing a testing culture at the UK’s largest multichannel cycle retailer

Evans Cycles, founded in 1921, is the UK’s largest multichannel cycle retailer with 60+ stores and about 1.5 million monthly website visitors. The company struggled with user experience and limited analytics, so Web Analytics Manager Daniel Lee set out to build a testing culture and enable faster, data-driven decisions with minimal development resources.

Using Optimizely as the foundation, Evans integrated testing with other user-research tools and ran A/B experiments—most notably a product-page variation that made the add-to-basket button and stock information more visible and prompted size/color selection. That change drove a 49% uplift in add-to-basket activity and 4.3% additional revenue, while establishing a repeatable testing roadmap and faster insight-driven decision making.

Evans Cycles

Daniel Lee

Web Analytics Manager