Case Study: Jenson USA reduces friction for expert cyclists with Surefoot

Jenson USA removes friction for expert shoppers with Surefoot, testing 0 surfaces across the funnel

Jenson USA, one of the largest independent cycling retailers in the US, faced the challenge of converting its expert audience of knowledgeable cyclists without oversimplifying its deep, technical product catalog. Their site needed to serve both new shoppers and experts while managing constraints like split inventory and platform limitations. They partnered with Surefoot on a conversion rate optimization program to remove friction for these high-intent shoppers.

Surefoot implemented a research-led solution involving user studies, card sorting, and tree testing to inform a data-driven redesign of product pages, navigation, cart, and checkout. The program focused on presenting the right information at the right time rather than less information, and included bike-specific content to set delivery expectations. This approach built compounding knowledge, leading to significant conversion gains by removing obstacles for shoppers who already knew what they wanted.

Jenson USA