Bike Matrix, the New Zealand-based component compatibility business, today announced the results of a comprehensive 50-day, 6.6 million-user-session test with one of Europe’s leading online cycling retailers, BIKE24.
The A/B test saw Bike Matrix deliver a plus 69% conversion rate, definitively proving its component compatibility information – provided at the point of sale – dramatically improves key business metrics.
Solving one of the largest points of friction in cycling e-commerce
For online retailers, the question “Will this part fit my bike?” is a primary driver of cart abandonment, customer support inquiries, and costly returns.
“‘Will this part fit my bike?’ might be the most expensive question in cycling – not just in money, but in time and frustration,” said Peter Ebert, Digital Product Manager at BIKE24. “Most cyclists don’t want to become experts in bottom bracket standards. They have a passion for RIDING bikes, not studying technical specifications.”
To solve this, BIKE24 – with 4.5M monthly visitors and more than 90,000 products – partnered with Bike Matrix, whose technology enables customers to select their specific bike, then browse the store’s catalogue, seeing clear visual indicators of which parts are compatible.
The test and its definitive results
The 50-day A/B test was designed to measure the impact of this technology on shoppers browsing for parts. The results for customers who engaged with the feature by selecting their bike were conclusive:
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Conversion Rate: +69%
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Average Order Value (AOV): +12.1%
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Average Revenue Per User (ARPU): +89.4%
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Return Rate: -10%
Customer feedback from 738 surveyed users reinforced the quantitative data. 92.7% stated the compatibility information was valuable, with 24.3% calling it “Extremely valuable – I wouldn’t buy components without it.”
“When the product team first presented Bike Matrix to me, I was immediately convinced. It helps our customers find compatible parts for their bikes quickly and reliably – real added value for every cyclist.” Andrés Martin-Birner, CEO of BIKE24.
“At the same time, it reduces customer service inquiries and prevents returns. I’m convinced that in the future, a tool like this will become indispensable. Bike Matrix has a real opportunity to become an industry standard in the cycling sector.”
The partnership combined BIKE24’s scale, complex catalogue, and sophisticated testing infrastructure with Bike Matrix’s specialised bike and component database and proprietary compatibility technology.
“Seeing our solution rigorously tested at scale and ultimately thrive across such a large sample size has been incredibly validating,” said Lyndal Bailey, Head of Operations and Co-Founder of Bike Matrix. “It proved that the solution we’ve built solves a major problem… Moving forward, being able to shop by bike will be an industry standard.”
Understanding adoption and future potential
During the test period, 6.25% of parts purchases were made by users who had selected a bike. The partners note that this initial adoption rate represents a significant opportunity for growth.
“What really blows me away is what happens when customers actually use Bike Matrix,” added Ebert. “That tells me the main challenge isn’t proving the value – it’s getting people to experience it for the first time… Once customers register their bike and feel that confidence… they don’t want to go back.”
The focus now will be on streamlining the user experience and helping retailers improve feature visibility to increase this adoption rate, which would scale the positive business impact proportionally.
Implications for the Cycling Industry
The test results signal a significant shift in customer expectations. As compatibility-checking technology becomes more common, retailers who adopt it are likely to gain a significant advantage in customer experience, conversion, and retention. For component manufacturers, this technology lowers invisible barriers to purchase, ensuring their compatible products are seen by customers ready to buy.
“This test proves, not only that Bike Matrix works at scale, but that customers value the ability to ‘shop by bike’ and will expect it from their retailers,” said Adam Townsend, Head of Compatibility and Co-Founder of Bike Matrix. “Buying Bike Parts is hard. In the industry, it’s easy to forget how much you know and take for granted. We knew Bike Matrix was the solution to compatibility confusion for riders and industry professionals, but we needed social proof to show the industry just how big the problem was and prove that there was a better way.”
About Bike Matrix
Bike Matrix is a compatibility-as-a-service startup based in Rotorua, New Zealand. Built by cycling industry veterans, its mission is to solve component compatibility for the entire bicycle industry. The Bike Matrix platform connects to online stores, POS systems, and workshop portals to provide seamless compatibility checking for retailers, manufacturers, and riders.
