Scootertronics Case Study

“We needed a site that was easy to access and easy to buy from. We also wanted a better optimized site, one that was easier for search engines to find. I knew what optimization was and what it did, but I didn’t know how to do it for a Yahoo! Store. Solid Cactus did. Before Solid Cactus I had basically a part-time job. Now I’m looking for parts help, office help and expanded office space. Our results have been spectacular!”
—Michael Milstead, Scootertronics.com

Scootertronics.com sells motorized scooters over the internet. Founded in 2003, the company sells 75 products and is a rep or distributor for a half dozen major companies. Products range from 150-250cc scooters (technically called motorcycles because of their motor size) all the way down to the modern version of the moped, under 50cc. Other products include helmets, gloves, battery chargers, anti-theft products, luggage and high performance parts. “We’re a classic online company,” says founder Michael Milstead. “We have no inventory, but I do all my own shipping. I was making about $1,000 a month until our Solid Cactus redesign in January of ’05. Then everything changed—completely!” Solid Cactus changed everything from the front end to the back end to the search engines’ ability to find Scootertronics.com. “They changed the color of the site, how it was laid out, you name it,” says Michael. On the front end one obvious change was to move the order button from the bottom of the page to the top. “It was easier to find,” says Michael. Another improvement was the addition of the Multiple Add-To-Cart function. It made navigation easier. “People can buy a scooter, then add a helmet and gloves without ever leaving the scooter page. That way they don’t get distracted, and I don’t lose a sale.” A recent addition was Customer Reviews, which Michael thinks will have a positive effect once consumer feedback accumulates. He’s able to target his inventory better now and his average order size surged. “I can choose a good helmet at a good price with a good mark-up for me, feature it on the home page, and it sells. If I remind people to buy a battery charger by featuring it with scooters, people buy more battery chargers.”

On the back end, Scootertronics.com is going with Cactus Complete Commerce. Michael also believes this will help his bottom line in one important way, fewer lost orders. “I was actually falling behind in orders. I was losing people because of a lack of automated responses. Cactus Complete Commerce takes care of that.”

Michael also added Search Engine Optimization. “Solid Cactus taught me how to optimize my site for the search engines with the use of Title Tags and Description Tags. Check any one of my products on Google or Yahoo! We’re #1 in every product area.”

The results have been nothing short of spectacular. Gross sales in January of ’05 were $6,000. The month after the redesign sales soared to $20,000. “And February is a down month in the scooter business,” says Michael. So far 2006 has been gangbusters. “We had $60,000 in scooter sales in January, and by May we hit $175,000.”

Michael has plans to add multiple new web sites concentrating on high performance parts, helmets, anti-theft devices, and luggage. He wants Solid Cactus by his side. “Solid Cactus can consult on any level of any phase of e-commerce,” says Michael. “They’re the #1 strength for people like me.”

Michael knows the reasons: content, optimization, ease of navigation and Solid Cactus. “The investment paid for itself in a month,” says Michael Milstead. But he adds, “I couldn’t put the value of my investment in mere numbers. I don’t worry about my site; I know Solid Cactus will take care of it. Every single thing they suggest to me they have tried and tested at their sister company TheFerretStore.com. I know it works because they use it. Solid Cactus literally taught me to be successful online. I know I will be with Solid Cactus forever.”