Best practice

Simplon Bikes

High-end bikes from Austria

Born and raised in Austria

Simplon stands for ultimate bike passion. Since the beginning, they have been following their vision of manufacturing highly customisable premium bikes, born and raised in Austria, featuring an outstanding level of quality and innovation.

To give a digital stage to their ambitious vision, Simplon took the first steps towards “new media” in 2018, launching their website www.simplon.at: a successful web presence that gave room to both complexity and simplicity, turning the spotlight on the adventures of cycling. Following the principle of “storytelling at its best”, we created a content concept including written and visual content via newsletters, online magazine articles and social media for the company founded in 1961.

More traffic, more users

The new Simplon website

The bike pioneer sells around 16,000 bikes every year, which comes down to about 300 bikes per week. This fact is not least due to the content marketing measures of punkt & komma. After all, the website relaunch carried out together with our partner agency elements in 2018 immediately resulted in increased KPI figures, including longer session duration, higher engagement, a lower bounce rate and improved usability. In other words: 70 % more traffic, 72 % new users, 76 % more sessions and 42 % more website visits in 2020. The integrated bike configurator is an important milestone for the brand, giving room to individuality and “tinkering”. Visibility on google.de was continuously improved, and other content marketing measures were implemented:

  • ongoing optimisation of the existing web copy
  • expansion of website content (topic pages, product pages, test reports, etc.)
  • content creation for the online magazine
  • newsletter marketing
  • campaign landing pages

Together with elements, important steps in terms of WPO* were implemented

  • improvement of usability through ongoing validation with Matomo Heatmaps
  • improvement of generic rankings through ongoing content optimisation & SEO analyses
  • improvement of Web Core Vitals
  • improvement of average loading time by about 25 %
  • WDF*IDF & competitor analyses, followed by content optimisation
  • implementation of a comprehensive tracking concept for performance measurement
  • online magazine: content creation including test reports & link structure

*Web Performance Optimisation

Way up we go

Social strategy

To perform better on social media, the brand positioning and visual language received a complete overhaul together with punkt & komma. The main goal: to evoke emotions and make the brand’s unrivalled USP tangible on the web.

Instagram

Thanks to an elaborate social media strategy, follower numbers increased significantly throughout 2020. Compared to 2019, follower numbers increased by 40 %, resulting in more than 8.5 k followers. Story impressions increased by 110 %, and brand awareness increased by more than 85 %. 

Visit Simplon’s Instagram account

Facebook

Simplon’s Facebook account is similarly successful. At the moment, the bike brand has about 25,000 fans, with an increase in impressions by 340 % compared to 2019. punkt & komma also started a special Simplon Facebook group, which attracted more than 1,260 members in only one year, with 1,190 active users engaging in ongoing interactions.

Visit Simplon’s Facebook page

Facts

  • Website: 70 % more traffic, 72 % new users, 76 % more sessions (2020)
  • Instagram: 8.5 k followers, 85 % increase in brand awareness (2020)
  • Facebook group: 650 posts, 2,229 comments, 15,484 reactions (since account creation)

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