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Micro Scooters Drives 300% Website Traffic Uplift with Gamified ‘Design Your Own Micro’ Feature
India Claydon
March 31, 2025
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4m
As the eCommerce agency behind Micro Scooters’ latest digital transformation, Tom&Co helped the UK scooter brand elevate customer engagement and enhance the online shopping experience. By introducing interactive personalisation features and a content-led approach to safety, we helped Micro Scooters drive a remarkable 300% increase in page views and a 47% boost in conversion rate.
A Fresh Approach to Online Engagement
Micro Scooters, founded by two mums who wanted to make the school run more fun and manageable, offers high-quality scooters designed to last. However, their website needed a refresh to better engage both children, the primary users, and parents, the purchasing decision-makers. Our goal was to create a more engaging, informative, and conversion-focused experience.
Bringing Personalisation & Gamification to Life
To make the online shopping experience more interactive, we introduced the ‘Design Your Micro’ feature—allowing children to customise their scooters by selecting grip tape, font, text colours, and even adding their name. This gamified experience not only engaged young customers but also made the purchasing process more exciting and personal.
For parents, we focused on clear and compelling product storytelling. We redesigned the customer journey to direct parents to informative content, including video demonstrations of Micro Scooters’ rigorous product testing and its ‘Built to Last’ commitment. A dedicated page provided essential care information, links to replacement parts, and highlighted the brand’s environmental efforts, including its Certified B Corporation status, Carbon Neutral Britain certification, and 1% for the Planet membership.
For parents, we focused on clear and compelling product storytelling. We redesigned the customer journey to direct parents to informative content, including video demonstrations of Micro Scooters’ rigorous product testing and its ‘Built to Last’ commitment. A dedicated page provided essential care information, links to replacement parts, and highlighted the brand’s environmental efforts, including its Certified B Corporation status, Carbon Neutral Britain certification, and 1% for the Planet membership.
A Smarter Shopping Experience
To streamline purchasing decisions, we implemented an interactive ‘Scooter Advisor’ quiz, guiding customers to the perfect scooter based on their needs. We also enhanced upselling opportunities with a dedicated accessories page, making it easy for parents to shop for complementary items, including discounted accessory bundles.
Technology Enhancements for a Seamless Journey
Micro Scooters’ tech stack was upgraded with cutting-edge AI tools:
Klevu AI merchandising for personalised product recommendations based on browsing behaviour.
Intercom-powered live chat and video calling features to enhance customer support.
A personal shopping page, providing an added layer of convenience via the contact page.
Klevu AI merchandising for personalised product recommendations based on browsing behaviour.
Intercom-powered live chat and video calling features to enhance customer support.
A personal shopping page, providing an added layer of convenience via the contact page.
Results That Speak for Themselves
At Tom&Co, we’re proud to have partnered with Micro Scooters to create an engaging, informative, and highly effective eCommerce experience. By combining gamification, personalisation, and seamless navigation, we’ve helped the brand build stronger connections with customers while driving significant business growth.
Since implementing these changes, Micro Scooters has seen incredible growth:
300 %
Increase in page views
47 %
Uplift in conversion rate
80 %
Increase in engaged sessions
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