Background
Ellio was founded by engineers Tomas Keppens and Jorrit Heidbuchel in 2020 with the aim of shaking up the e-bike world. They aimed to build e-bikes that stood out, incorporating car tech for better safety, comfort, and reliability.
Challenge
Getting people excited about something new, especially when you’re a startup with not much marketing power, is tough. Ellio faced this head-on. They needed a way to showcase their e-bikes' cool features without overwhelming potential customers with the specs.
Solution
Ellio found a game-changer with Convert_. They created an e-bike product configurator that's easy and fun to use, much like those for customizing cars online. The results have been outstanding.
When customers explore customizable products online, static product pages often fail to communicate all available options. Visitors are left guessing about pricing, configurations, and upgrades.
Ellio solved this challenge by launching an interactive e-bike product configurator built with Convert_. The result was immediate and measurable.
Ellio increased inbound leads 4× by replacing manual quote requests with an interactive product configurator.
Check out how an e-bike startup transformed website engagement and simplified its sales process with an interactive configurator.
Background
Ellio is a Belgian speed pedelec manufacturer founded by engineers Tomas Keppens and Jorrit Heidbuchel.
The founders launched the company in 2020 after years of prototype development. Their goal was to bring automotive-grade engineering into the e-bike market.
Ellio’s bikes incorporate technologies more commonly found in cars, including:
All-wheel drive (AWD)
Continuously variable transmission (CVT)
Regenerative braking
Intelligent brake control
Cruise and speed control
These features help Ellio position its bikes as a safer, more comfortable, and more reliable alternative in the fast-growing electric mobility market.
However, introducing such an innovative product created a new challenge.
Challenge: Explaining a Complex Product Without Overwhelming Visitors
Innovative products often require education before purchase. For a startup with limited marketing reach, this challenge becomes even greater.
Ellio needed a way to explain its technology and product options clearly without overwhelming potential customers with technical specifications.
Before implementing an interactive product configurator, the typical customer journey looked like this:
Visitors searched the website for contact information.
They sent a request asking for a quote.
The sales team responded later to discuss available options.
This process created several issues:
Visitors had a limited understanding of product options.
The quoting process required manual follow-ups.
Customer interest could fade while waiting for a response.
Sales teams spent time answering basic configuration questions.
Ellio needed a way to make their products easier to explore while improving lead capture.
Solution: An Interactive E-Bike Product Configurator
Ellio solved the problem by creating a product configurator using Convert_.
The configurator allows visitors to build their ideal e-bike in the same way customers configure cars online.
On the product page, visitors first see the base price of the bike along with a “Configure Your Ellio” button. Clicking this launches the configurator experience.
Inside the configurator, users can select options such as:
E-bike model
Performance level
Color
Suspension type
Steering options
Battery storage
Potential customers can explore available features and upgrades in a structured, intuitive way.
Instead of scanning multiple product pages or spec sheets, visitors can immediately see how different choices affect the configuration. The tool lets them configure, price, quote on the spot.
Turning product exploration into lead generation
One of the most effective elements of the configurator is how pricing results are delivered.
After building their preferred configuration, visitors are asked to submit their contact information before seeing the final price. This step transforms the configurator from a product exploration tool into a lead generation engine.
The process works like this:
Visitors customize their e-bike configuration.
The configurator calculates the final price.
Visitors submit their name and contact information.
The pricing results are revealed.
This approach encourages engagement while capturing qualified leads.
Customers who complete the configurator have already invested time exploring the product and are typically further along in the buying journey.
Making the website more interactive
Beyond lead generation, the configurator changed how visitors interact with Ellio’s website. Now, they actively participate in exploring the product, instead of reading static product descriptions.
This interactive experience provides several advantages:
Visitors stay engaged longer.
Product options are easier to understand.
Upsell opportunities become visible.
Customers can explore possibilities independently.
The configurator removes friction from the discovery process and helps potential buyers better understand the product.
Results: 300% Increase in Inbound Leads
After launching the configurator across multiple sections of their website, Ellio saw a significant improvement in lead generation.
4x growth in leads
Integrating the configurator into their product pages and lead capture flows helped Ellio quadruple inbound leads within a short period.
This improvement came from two key factors:
Higher visitor engagement
A more efficient lead capture process
Instead of waiting for customers to contact sales manually, the configurator captures leads during the exploration phase.
Customer insights from configuration data
The configurator also provided valuable insights into customer preferences.
Before implementing the tool, sales teams needed to ask customers multiple questions during follow-up calls to understand their interests. Now, Ellio can see exactly which options customers selected during configuration.
This information helps the sales team:
Understand customer preferences earlier
Personalize conversations with prospects
Prepare better sales follow-ups
The e-bike product configurator effectively pre-qualifies leads while gathering useful customer insights.
Why Ellio Chose Convert_
When Ellio researched possible solutions, they wanted a platform that could support an interactive configurator without requiring developers to work on the project.
Convert_ provided several advantages:
Easy setup and implementation
Flexible rule engine for complex configurations
Professional visual results
Free plan for early experimentation
Flexible pricing as usage grows
The platform allowed Ellio to design a sophisticated configurator without custom development.
Founder Jorrit Heidbuchel stated:
"We found the entire experience with Convert_ very simple and straightforward, but also very effective and flexible. And the results were very professional looking and fit perfectly with the professional brand image we were trying to project."
What This Means for E-commerce Brands
For e-commerce companies selling customizable products, communicating product options can get complicated. Static product pages often struggle to explain multiple variations, upgrades, and pricing combinations.
Interactive product configurators offer a more effective approach.
They allow customers to:
Explore options visually
Understand pricing instantly
Engage with the product experience
Submit information when ready
This combination turns product discovery into a natural lead generation process.
Ready to Build Your Own Product Configurator?
Want to improve engagement and generate more qualified leads? An interactive product configurator can transform how visitors experience your website.
With Convert_, you can:
Build product configurators without coding
Customize pricing logic and product options
Capture leads directly through configuration flows
Embed calculators or configurators on any website
Start your free plan today and build your own interactive product configurator with Convert_. Choosing one of our templates can help you get started faster.
