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Infinity Motorcycles To infinity and beyond with this conversion-led ecommerce website

The brief

Infinity Motorcycles have 15 stores throughout the country specialising in the sale of motorcycle clothing and accessories.

When they approached us they had a very clear brief and that was quite simply to help them grow their online presence and business through their website. The previous website was lacking in any UX journey mapping or mobile optimisation, resulting in high bounce rates and low conversion rates.

Services provided

  • UX & UI Design
  • Website & App development

Project team

  • John Pike
    John Pike
    Strategy Director
  • Tom Hopkins
    Tom Hopkins
    Senior Front-End Developer

The challenge

Increase website traffic

To drive more, but more importantly, better quality traffic to their website

Increase goal conversions

To move users through the website journey, resulting in an increase in conversions


Improve the UX journey

Despite an existing online shop, the user journey was hard to navigate and not optimised for sales

Mobile friendly

To cater for a more mobile friendly user experience, where the previous site saw high bounce rates and abandoned shopping baskets

How we did it

As always we started our project with Infinity by running a series of discovery sessions to get to grips with what the new website really needed to do. One of the main considerations was to accomodate for several third party integrations, so it was important that we understood what these were and how they would fit into the new technical architecture of the website.

From here, we created the new site map along with high-fidelity interactive user journeys so that we could demonstrate what the new browsing and checkout process would be like. These user journeys lead into wireframes for the key areas of the website and then into the design of the new visual assets and user interface (UI) kit.

Development work began on building out the responsive front end first and from here we tackled the four third party integrations that would be used to power the shop, search, finance and payments. All built in PHP Laravel, the code base is robust and easily customisable - crucial for the ever changing world of ecommerce.

Seeing the website come to life with over 6,000 products in a new, user friendly environment was an exciting process, but before we hit the launch button, we naturally undertook an immense amount of user and environment testing. Luckily the response was fantastic!

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The performance

  • 44.4%

    Increase in new users to the website

  • 59.1%

    Increase in sessions on the website


    The Escape have recently completed the design, development and deployment of our new "all singing all dancing" website.  We are delighted with the results and will be working with them for the foreseeable future.

    Alan Arnold
    Director of Group Sales, Infinity Motorcycles
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Final thoughts

Since launching, we're delighted to continue to work closely with the team at Infinity.

We keep a firm eye on the competition and the ecommerce environment, as well as constantly monitoring and anlaysing the performance, making enhancements and improvements on a regular basis to make sure we’re taking the website from strength to strength.

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If you would like to find out more about how we can help you connect strategically, creatively or digitally, then call us or get in touch. We’d love to hear from you.

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