Navigating complexity for Europe's leading e-scooter retailer
Project Overview
Services delivered:
Project Results
↓ Reduced
Bounce Rate
significant reduction in bounce rate across product pages
Restructured
Navigation
improved product discovery through catalogue architecture
Surfaced
Specs
technical data presented clearly at the right UX moment
Optimised
Performance
improved Core Web Vitals across all key pages
The Challenge
Pure Electric operates across multiple European markets with a complex product catalogue — e-scooters, e-bikes, and accessories with extensive technical specifications, compatibility requirements, and regional regulatory differences. Customers were struggling to navigate to the right product, and the high bounce rate indicated that the complexity was overwhelming rather than informing purchase decisions.
The Solution
We restructured Pure Electric's Shopify Plus store around a navigation architecture designed for technical product browsing. Custom metafield schemas were built to surface the right specification data at the right point in the customer journey. Collection pages were redesigned to present comparison information clearly, reducing the cognitive load of selecting from a technically complex catalogue. Performance across all pages was optimised to ensure the research-heavy browsing journey remained fast and responsive.
Technology Used
The catalogue finally makes sense to our customers. Bounce rates dropped almost immediately after launch.
— Pure Electric Team
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