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Fietsenwinkel.nl is back on top in the E-Bike study (200 Dutch respondents on desktop in April 2019) with a Digital Sales Score of 38, after having to relinquish its leading position in the previous study (March 2018) to StellaFietsen.nl. Fietsenwinkel.nl now has a comfortable lead over second place Gazelle.nl (27) and Stella.nl, previously known as Stellafietsen.nl, which has 26 points.

Gazelle.nl provides the best customer experience. They lead this ranking with a CX-Score of 71. Fietsenwinkel.nl is in second place with 64 points, and Matrabike.nl finishes third.

  • Digital Sales Score
    Study: E-Bike
    Measurement date: April 2019
    Country: Netherlands
  • Total
  • 1 Fietsenwinkel.nl 38
  • 2 Gazelle.nl 27
  • 3 Stella.nl 26
  • 4 Sparta.nl 14
  • 5 Amslod.nl 10
  • 6 BikeTotaal.nl 9
  • 7 ForzaFietsen.nl 8
  • 8 Fietsvoordeelshop.nl 8
  • 9 Batavus.nl 8
  • 10 Matrabike.nl 7
  • 11 Giant-Bicycles.com 6
  • 12 Consumentenbond.nl 4
  • 13 Fietsonline.com 0
  • View full list
  • Highest total score
  • Highest score on device

E-Bike Market Insights Update

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Fietsenwinkel has 45% conversion

Of all providers in this ranking, Fietsenwinkel.nl is best at conversion. It’s found by 62% of all participants, and manage to get a 28% preference score, which, combined with its 45% conversion score, puts the company firmly back in first place. The way Fietsenwinkel.nl presents its offer is highly appreciated: despite the wide selection, it cleverly uses filters to service its consumers well. In the words of one respondent: “Instantly gives a nice overview with several different electronic bikes and corresponding prices.”

Flip a coin: StellaFietsen.nl dethroned by Fietsenwinkel.nl

In the previous, March 2018 study, StellaFietsen.nl won the online orientation on e-bikes, although the year before that (February 2017), Fietsenwinkel.nl had led the ranking. StellaFietsen.nl mainly owed its number one position to a high Findability (82%). This year, Stella is also found by 82% of respondents, but this doesn’t lead to a similarly high Conversion score. In the end, 17% of consumers prefer Stella.

Like Stella.nl, Gazelle.nl achieves 17% preference. It’s found by 42% of respondents. With a conversion of 40%, that means Gazelle.nl comes in second in this ranking. Other well-known brands in this ranking are Sparta (30% Conversion, fourth place) and Batavus, which comes in ninth with 17% Conversion.

Digital CX-Score

The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.

  • Digital CX-Score | Desktop
    Study E-Bike
    Measurement date: April 2019
    Country: Netherlands
  • Score
  • 1 Gazelle.nl 71
  • 2 Fietsenwinkel.nl 64
  • 3 Matrabike.nl 62
  • 4 Stella.nl 61
  • 5 Amslod.nl 55

E-Bike Market Insights Update

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Gazelle strong in brand position, good scores on Look & Feel

In earlier studies, Fietsenwinkel.nl tended to have the best customer experience on many aspects, but this year, Gazelle.nl is catching up. As a well-known Dutch brand, Gazelle.nl is strong at positioning its brand, and scores a lot higher than its competitors on theme elements Look & Feel: the website’s design and the easy navigation are appreciated by consumers. Consumer about Gazelle: “It looks like they’ve thought of everything to make it easy for the customers. I can choose my bike, come to test days, get professional advice, and this way, ensure I’ll pick the right bike for me.”

Some Research Insights

  • Fietsenwinkel.nl is back on top with a Digital Sales Score of 38, after having to relinquish its leading position in the previous study (March 2018) to StellaFietsen.nl.

  • Gazelle.nl provides the best customer experience. They lead this ranking with a CX-Score o 71. Fietsenwinkel.nl is in second place with 64 points, and Matrabike.nl finishes third.

  • Of all providers in this ranking, Fietsenwinkel.nl is best at conversion. It’s found by 62% of all participants, and manage to get a 28% preference score.

  • Stella is also found by 82% of respondents, but this doesn’t lead to a similarly high Conversion score. In the end, 17% of consumers prefer Stella.
  • Like Stella.nl, Gazelle.nl achieves 17% preference. It’s found by 42% of respondents. With a conversion of 40%, that means Gazelle.nl comes in second in this ranking.

Goal and relevance of this research

The goal of this study was to exactly map the digital experience of potential customers who are orienting themselves on opening a new current account online. It’s important to capture consumers’ choices and their reasons for choosing a specific brand/website. WUA has worked on a validated model for the past 10 years. Our model shows as precisely as possible what customers want, what the best practices are, as well as which possible issues each provider faces. A custom-made report is available within two weeks, including an action workshop on location and an accompanying presentation.