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Helmet City Magento 2 Hyvä rebuild with retained CRO & search optimisation
Book my NNP WorkshopA Hyvä rebuild live before Black Friday, with conversion up 16% within four weeks
Increase in Conversion Rate
A Hyvä rebuild with a UX-led design was lifting conversion within four weeks of launch.
Increase in Engagement Rate
A faster, cleaner site meant customers stayed longer and browsed more.
Shaved Off Page Load Time
Stripping out a bloated ThemeForest theme and dozens of unnecessary plugins made every page quicker.
Five Stores Thriving. One Website Falling Behind
Helmet City’s five shops, mostly across the south of England, have built a strong reputation selling Arai, Shark, HJC and Muc-Off to riders who know exactly what they want, but their Magento 2 website was still running on a bloated ThemeForest theme that nobody had maintained properly.
The theme came with dozens of required plugins, many of them unnecessary or badly built, and each one added weight to an already slow site. The frontend couldn’t be shaped around the way riders browse and buy, so the website wasn’t pulling its weight next to the shops.
Technical kit retailers like this are a natural fit for our sports and fitness eCommerce agency.
Earning Trust Before Earning the Brief
Helmet City didn’t come to us for a rebuild. They came because their GA4 tracking wasn’t working, and their previous agency hadn’t been able to fix it.
We got it working. It was a small job, but it gave them accurate data for the first time, and it showed we’d do what we said we would.
With tracking in place we audited the wider site, and it confirmed what the team suspected: the site was badly underperforming for a brand of their strength. We patched the old theme far enough to stabilise it and buy some time, then recommended they stop patching altogether.
We proposed a full move to Hyvä with a fresh, UX-led design, and set a target of getting it live before Black Friday, one of their biggest trading weeks of the year.
Built for How Motorcycle Shoppers Actually Buy
A motorcycle kit store isn’t a generic retail site. Customers search by helmet brand, type, size and safety rating, often across several categories in one visit, so we designed the new Hyvä frontend around how Helmet City’s customers actually shop.
Black Friday Ready
Black Friday is one of Helmet City’s biggest trading periods, and getting the new site live before it was the commercial target. We hit it, and within four weeks of going live, conversion was up 16% and engagement 21%, before we’d run a single CRO test.
Stripped-Back, Lightning-Fast Performance
The old theme came bundled with layers of code and plugins that slowed every page. Hyvä gave us a clean, lightweight frontend to build on, and four seconds came off page load times. For a retailer competing on range and price, that speed is a real advantage.
UX-First Product Discovery
We restructured browsing around how riders think, with clearer categories, better filtering and sensible product groupings, so customers get from landing on the site to the right helmet in fewer steps. The design handles a large, technical catalogue without overwhelming anyone.
What did this mean for Helmet City?
What started as a GA4 fix is now a long-term retainer. Conversion went up 16% and engagement 21% from the rebuild alone, and the retained CRO since, from clearer helmet sizing and smarter cross-sells to a rebuilt search, has added another 9% on top.
An Online Store That Matches the In-Store Experience
Five successful shops deserved a website that performed at the same level, and the Hyvä rebuild gave them one that reflects the brand and the expertise of the team.
Immediate Commercial Impact
Conversion rose 16% and engagement 21% within four weeks of launch, and launching ahead of Black Friday meant those gains landed in the most important weeks of the year.
Compounding Gains Through Retained CRO
The rebuild set the foundation. The CRO work since, from sizing displays and cross-sells to a completely rebuilt search, has added a further 9% to the conversion rate.
Is your website letting your shops down?
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