The background

E-Bikes was established in 1992 and is now the UK’s largest electric bike supplier stocking a wide range of electric bikes from the leading electric bike brands.

They appointed Fisheye to deliver strong growth and ROI to create a market-leading online presence. They wanted their new solution to retain, or improve upon all existing functionality but simplify the technology and site administration, where possible, without compromising on site stability and performance. We worked with them to design and develop a brand new Magento 2 ecommerce site using the Hyvä Themes frontend which allowed us to develop this site in a much shorter timescale, compared to what a standard Magento 2 frontend would have taken.

Other requirements for the site included:


Improve brand perception with an impressive website and experience


To protect the existing site presence through a very robust migration plan


Build a solution that can significantly scale with business growth

Achieving goals

We engaged in a series of high-level commercial discovery and requirements gathering tasks when scoping the project, allowing us to develop a complete picture of the business. This knowledge foundation resulted in us building a highly optimized site with a strong UX design. Coupled with the Hyvä Themes frontend it creates an incredibly lean, and therefore fast, storefront experience.

Performance boosts since launch

Ensured all core web vitals passed on both mobile and desktop (the old site failed almost all of these)

Reduced the average time to first byte (server response time) to under 100ms for all key pages (previously this was over 500ms on most pages and a 1 second on many others!)

Reduced the average number of requests on a page from approximately 300 to under 50

Reduced the average page weight by around 50%

Reduced the impact of third-party scripts by deferring non-mission critical functionality, e.g. live chat and reviews

The results

The new site now has improved UX and best practice eCommerce functionality implemented. Its simple, modern and dynamic design allows for better highlighting of product reviews and other USPs to build trust across the site. The redesigned desktop and mobile menus also allow rich content on desktop and the ability to provide an easy to use ‘drill down’ menu on mobile devices. The improved search solution has resulted in more relevant searches accompanied by search suggestions as you type.

We also implemented our in-house checkout solution, an isolated 3-step checkout process, to streamline the process. Coupled with our express payment methods (PayPal/Apple Pay/Google Pay) and flexible finance options (Klarna), this has resulted in an extremely smooth, and easy to use checkout process for the customer.

Other improvements

Highlighted which products are new or refurbished to help aid customer purchase decisions

Implemented an ‘add to cart popup’ with express payment options to aid conversion and cross-sells to increase average order value

Improved slideout ‘mini cart’

Launch Site

Get in touch

Think we could be the right partner to help grow your commerce business? Contact us to see how we can help.