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BULLS Bikes Magento 2 Migration Journey

December 4, 2019
In eCommerce, you need a tech partner. Someone with strengths that complement your own. With the right partner, you can improve user experiences, streamline your fulfillment process and open up new markets. Over the past 5 years, that’s the kind of partnership we’ve built with BULLS Bikes. Here’s their journey from an OSCommerce startup to a thriving Magento-based eCommerce brand.

BULLS Bikes Magento 2 Migration Journey

Part 1: Identify Problems + Find Solutions

We met the BULLS owners when they were just breaking into B2C…and zeroed in on their biggest eCommerce pain points:

  1. They weren’t on the right platform to achieve their tech integration and business goals
  2. They needed a cost-effective solution with a fast go-to-market strategy

So we moved BULLS to OSCommerce to solve these problems and help them secure more of the American market.

Part 2: Accelerate Growth

OSCommerce helped BULLS build a following and boost conversions. Great news, but continued success requires continuous improvement. And they wanted to grow B2B sales. But to avoid revisiting previous problems, we suggested they move to a 100% scalable eCommerce platform like Magento because:

  • The platform supports B2C and B2B features.
  • Magento supports better mobile shopping experiences.
  • It has multi-site features to manage many sites from one backend.

Part 3: Bulls Bikes Magento 2 Migration

We’ll be blunt: Magento 2 changed everything for BULLS. They had a new world of eCommerce features to play with. But we won’t dive into the nitty-gritty of Magento 2 Migration here. Instead, let’s review how moving to Magento helped BULLS reach their eCommerce goals. First, we integrated flexible UPS shipping options and multiple merchant accounts like Amazon Pay and PayPal. The TaxJar integration automated their accounting and compliance processes. And Magento 2’s out-of-the-box marketing tools helped them jumpstart their largest sales campaigns yet. The B2b features empowered their dealers with sales tools which allowed for enhanced customer engagement and aftersales service.  And Magento’s flexible codebase and scalable architecture allow Bulls to be proactive, which is everything when it comes to eCommerce. It also explains their 100% increase in user engagement and steady month-over-month conversion growth.

Part 4: User Experience Upgrades

Their new UX had to fit both B2B and B2C customers, so we added some new tools to Magento to make it easier for people to shop.

  • An automated abandoned cart feature
  • A dealer locator module

The abandoned cart feature sends an automated, personalized email to every user that adds items to their cart but doesn’t buy. This gives Bulls got another chance to convert leads who weren’t quite ready to buy the first time. The dealer locator module supports customers and dealers. Customers can search by zip code and discover BULLS dealers near them where they could inspect, try and pick-up the bikes they want. Qualified dealers can add themselves as designated shippers within a specific radius. This data helps optimize shipping distances and streamline order fulfillment automatically.

Part 5: Digital Marketing

Thanks to the Bulls Bikes Magento 2 migration, their marketing goals were ambitious AND realistic. They wanted to:

  • Build brand awareness on social media
  • Double their conversion rate
  • Boost organic traffic to the homepage

To do this, we focused on quality, not quantity. We dug into the data and adjusted their Google Adwords and Display Ads to target optimal demographics for every product. Other adjustments to their site, like new breadcrumbs and keywords, boosted their SEO performance and raised their rank on SERPs.

Part 6: A Powerful Partnership

The past 5 years with BULLS Bikes have been quite a journey. And when we were asked to support their other eCommerce websites using the Magento 2 multi-site feature, we knew it was only getting started. BULLS now has the tech infrastructure and partnerships to navigate and succeed in an ever-changing online world. Want to learn more about BULLS? Find them in our project portfolio or visit BULLS online. Have questions or want to get in touch with DotcomWeavers? Let us know in the comments!

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