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PROJECT OVERVIEW

Aptum is an electric motorcycle manufacturer looking to expand into the North American market.

Because Aptum operates in both the B2B and B2C sectors, the platform required a dual-focused architecture tailored to the unique needs of both commercial clients and individual consumers.




Responsibility

I drove the development of the website strategy and architected custom B2B and B2C sitemaps to deliver intuitive, persuasive user experiences that directly addressed each sector's unique needs.






DELIVERABLES

WEBSITE STRATEGY - B2B

Core Strategy


Transforming from a product supplier into a global smart manufacturing and mobility partner:

  • Recommend benchmarking visuals and content against Zero/CFMOTO to build trust.
  • Attract high-net-worth dealers for long-term partnerships by showcasing R&D, production capacity, and compliance.



Navigation & Functions


  • Products (Category Matrix): Utilizes a visual Mega Menu to direct traffic across four major systems—e-Moto, e-Bike, e-Scooter, and Kids—presenting a complete mobility ecosystem.


  • Capabilities: Showcases R&D, production lines, quality control, certifications, and global delivery capabilities.


  • Dealership: Promotes policy financial benefits and marketing support, and provides a Dealer Portal login access to deliver digital assets to partners.


  • Resources: Centrally organizes sales toolkits, including media assets, product spec sheets, promotional brochures, and company profiles.


  • Contact Us: Provides categorized inquiry forms and multi-dimensional communication channels to funnel business requests such as pricing inquiries and franchise/partnership applications.



Conversion Strategy

 

  • Smart RFQ: De-emphasize end-consumer purchase buttons across the entire site and reinforce "Request a Quote." Configure a dual conversion path on product detail pages consisting of pricing inquiries and resource downloads.


  • Traffic Funneling & Guidance: Ensure all B2B buttons point to either "Request a Quote" or "Become a Partner" to strictly differentiate from consumer behaviors on B2C websites. The inquiry form comes with preset options such as "Dealership Franchise" and "Become a Partner (Large-scale Collaboration)" to achieve precise classification and routing of business leads.


  • Asset Downloads: Establish an exclusive download area for dealers to provide high-quality posters and video resources, enhancing the loyalty and retention of B2B clients.

SITEMAP - B2B

Products

  • Utilizing a Mega Menu format to funnel traffic into four major product lines—Electric-Motorcycle, Electric-Bike, Electric-Scooter, and Kids-Motorbike—as well as original factory parts. The product detail pages focus on showcasing technical specifications, core configuration selling points, and product brochure downloads.


Capabilities:

  • R&D: Showcase APTUM's R&D team and innovation. This includes technical patents and core powertrain R&D capabilities, such as electric motors and electronic controls.
  • Manufacturing Excellence: Showcase frame manufacturing, automated final assembly lines, and production capacity/scale.
  • Testing Center: Showcase complete vehicle road testing, environmental testing, and quality control systems.
  • Certifications: Credible certifications.
  • Global Supply Chain: Showcase global coverage.


Dealership

  • Partner Benefits: Showcase the advantages and reasons for joining APTUM, including profit margins per vehicle, regional protection policies, and brand marketing support.
  • Application Form: Implement a professional dealer application form to collect business background information from prospective partners.


Resources

  • Media Center: Combines media and news coverage.
  • Product Catalogs & Spec Sheets: Provides PDF brochures and detailed technical spec sheets for the entire product lineup, making it convenient for dealers to distribute offline.
  • Corporate Profile: Download official corporate profile brochures.


Contact Us

  • Instant Quote: Request a quote / Pricing inquiries
  • Get in Touch: Direct official contact
  • Our Locations: Offline contact addresses / Physical locations
  • Become a Partner: Partnership and franchise applications


Quote Request & Dealer Login

  • Request Free Quote (RFQ): A persistent/sticky button designed to guide procurement and pricing inquiries.
  • Dealer Portal Login: Provides contracted dealers with exclusive access to their order history and digital asset downloads.

Social Media

  • Includes platforms such as YouTube and Facebook to showcase the brand's active presence in overseas markets. This highlights the company's strong marketing and promotional capabilities, providing a powerful endorsement for potential dealers. 


About Aptum

  • Includes a Brand Story and a Media Center. By presenting the corporate narrative and latest news updates, it provides continuous trust and credibility support for dealers.


Support

  • Includes Warranty Policy and After-Sales Support. It provides dealers with clear after-sales guarantee terms, effectively eliminating any worries regarding post-sale liabilities.


Contact

  •  Includes a Contact Form and a Global Office list. By showcasing the multinational business footprint, it makes it convenient for key accounts to initiate business alignment and integration at any time. 

WEBSITE STRATEGY - B2C

Core Strategy


The B2C site builds a high-end pure electric mobility brand image, establishing a closed-loop O2O (Online-to-Offline) conversion system of online decision-making & offline experience:

  • Benchmarking visuals and content deeply against competitors such as Zero, CFMOTO USA, and Stark Future, elevating brand premiumness through lifestyle-based storytelling and close-ups of industrial details that shows off the superiority of craftsmanship.


  • Front-loading highly interactive decision-making tools to address user pain points in selecting vehicles, thereby shortening the purchase decision cycle for high ticket-size products.



Navigation & Functions


  • Products (Category Entry Points): The main navigation directly displays the four core complete vehicle lines (such as E-Motorcycle and E-Bike) along with peripheral accessories, achieving a minimalist and shortest possible shopping path.


  • Experience APTUM (Deepening Experience): Integrates brand storytelling, EV powertrain technology (motor, battery, electronic control), and craftsmanship details to provide a dual foundation of brand emotional appeal and technical rationality.


  • Decision-Making Tools & Services: Core assistive tools such as Compare and Book a Test Ride.


  • After-Sales Information: Centrally deploys the warranty policy, return/exchange terms, owner's manuals, and FAQs to eliminate any final lingering concerns for retail consumers (C-end).



Conversion Strategy

 

  • Decision-Tool Driven: Utilizing tools like Compare (vehicle comparison) and Book a Test Ride as key levers to satisfy consumer shopping habits, such as comparing technical specs, viewing real-world/localized product deployment, and getting hands-on experiences.


  • Omnichannel O2O Funneling: Strategically placing Find a Dealer and Book a Test Ride at high frequencies across the main navigation, floating bars, and product detail pages to create a closed-loop online-to-offline experience.


  • Tiered "Add to Cart" Paths: Supporting direct-to-consumer (DTC) sales with an Add to Cart quick checkout feature for parts, accessories, and apparel, while routing complete vehicles through a configuration process before submitting the generated lead to local dealers.

SITEMAP - B2C

Home

  • Utilizing a Mega Menu format to funnel traffic into four major product lines—Electric-Motorcycle, Electric-Bike, Electric-Scooter, and Kids-Motorbike—as well as original factory parts. The product detail pages focus on showcasing technical specifications, core configuration selling points, and product brochure downloads.


Collections & Product Detail Pages

  •  Opens with visually impactful, scenario-based hero images or videos to highlight core flagship/trending models. Includes categorized navigation cards, test-ride guidance (CTAs), and trust-building modules showcasing brand premiumness and authentic user reviews. 


Accessories & Gears

  •  Includes original factory modifications/custom parts as well as riding apparel/gear products. 


Experience Aptum

  • Includes Brand Story, core EV powertrain technology (motor, battery, electronic control), and close-ups of material and craftsmanship details.


Decision & Support

  • Tools: Includes Build & Price and Compare Models (vehicle comparison features).
  • Owners & Support: Includes Owner's Manuals, Warranty & Returns, and FAQs to eliminate any pre-purchase or post-purchase hesitations.
  • Contact Us: A dedicated, fast-track customer service channel tailored for retail consumers (C-end).


CTAs

  • Find A Dealer: Locate a dealer / Find a distributor
  • Book A Demo Ride: Schedule a test ride / Book a demo ride

SITEMAP - B2C

Shop

  •  A fast-track shortcut channel for all product categories. It allows users who have scrolled to the bottom of the page to jump back to major vehicle lineups or the accessories section with a single click to continue shopping. 


Tools

  •  High-value conversion touchpoints. By providing high-frequency features such as Compare Models, Find a Dealer, and test-ride bookings, it drives the final purchasing decisions of high-intent users. 


Support

  •  Centrally displays FAQs, warranty policies, shipping & returns, and Owner's Manuals to effectively reduce purchase hesitations among retail consumers (C-end) through transparent after-sales commitments. 


Experience APTUM

  •  Provides the brand story and official communication channels to satisfy users' needs for deep exploration and customized customer service requests.  

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