The case
For Lake Cycling, which has been building handmade cycling shoes in its own factory in Busan since 1982, we redesigned the complete buying experience on Shopify. Fit sits at the centre, because fit is exactly where selling cycling shoes online breaks down.
A cycling shoe that does not fit gets returned, or never ordered at all. Lake makes shoes in multiple widths, in leather, and made to order. Online, that richness was the obstacle: plenty of choice, little guidance.
The result
The number of conversions doubled. Doubt about size and width now gets resolved before the add to cart, instead of afterwards in a return shipment.
Average order value rose with it. Accessories, insoles and the custom track sit at the point in the flow where they feel logical, rather than as a detached offer afterwards.
The solution
A fit tool that starts from the length of your foot and lands on the right model and width in seven steps, tied to product pages that show width, size and stock at a glance.
Around it sits the upsell layer: cross-sells matched to the chosen model, a bundle benefit on accessories, and a custom shoe builder that turns a one-off purchase into a conversation. The brand story, handwork from their own factory, runs through the whole flow as the reason to buy here.
