OHM operates in the premium electric bike category, where purchases are deliberate, researched, and emotionally weighted. This is not impulse commerce. A $3,000+ decision requires clarity, confidence, and a sense of inevitability. While interest in the product existed, the digital experience wasn’t structured to support how customers actually evaluate a purchase of this magnitude. Traffic alone wasn’t the constraint. The system lacked the architecture required to guide a serious buyer to conviction.

The challenge wasn’t demand.
It was decision confidence.

Online acquisition created curiosity, but the journey stalled before commitment.
Signals were fragmented.
Conversion behavior was inconsistent.
Every improvement attempt addressed surface symptoms rather than the underlying mechanism.

The product deserved authority.
The system didn’t yet communicate it.

Without intervention, growth would remain capped — not by market appetite, but by the absence of a structure that could support a high-trust purchase.

We approached OHM’s growth as a translation problem, not a marketing one.

Rather than pushing harder on acquisition, we redesigned how value was communicated and validated across the entire journey. We aligned acquisition to attract serious buyers instead of broad attention. We rebuilt conversion pathways around how customers evaluate risk, quality, and long-term ownership. Decisions were sequenced deliberately, ensuring trust was earned before pressure was applied. Measurement shifted from activity to conviction.

The objective was not to increase urgency.
It was to make the decision feel clear, rational, and inevitable.