Digital Growth as a Service
The Cardo Case Study
VeryShake partnered with Cardo Systems - a Ra’anana, Israel-based leader in motorcycle helmet communication - to transform their digital presence and scale annual sales from around $100K to well over $4M between 2019 and 2024. Leveraging a guerrilla-style approach, we overhauled their website’s conversion flow, technical SEO, and user experience, creating a completely new online shop from scratch, launching new products, and tackling countless operational-technical integrations between Woocommerce, Priority ERP and several warehouses across the world, enabling seamless expansion into new regions and growing multiple ecommerce channels. In 2024 we further integrated AI-driven personalization and automation to sustain growth and optimize operations.
“These guys were able to solve problems, no matter what we threw at them. They don’t care about the tech stack, the timing - they just get it done” —Thomas M, Head of IT, Cardo Systems
1. Client & Context
Industry & Offering
Cardo Systems develops proprietary wireless intercom headsets for helmets, enabling riders to communicate hands-free with packs of up to 15 users without requiring internet or cellular coverage. Founded in 2004, Cardo introduced the first motorcycle Bluetooth communicator - the Scala Rider - and has been the industry leader ever since, with their patented Dynamic Mesh Communication (DMC™) technology.
Market Position
Cardo’s devices became a de facto standard among motorcycle enthusiasts and have since expanded into construction, military, and other professional markets via their brand cardocrew.com. Their headquarters remain in Ra’anana, Israel, but their presence is truly global, selling its products in over 100 countries through retail distribution partners. Their online efforts and presence, on the other hand, still had a long way to go.
2. Objectives & Challenges
Team & Channels
Before VeryShake’s engagement, Cardo’s internal marketing team consisted of three roles (manager, part-time social media who also had to deal with customer service, and marcom) focused primarily on brick-and-mortar retail partnerships. Direct e-commerce via Amazon existed but was managed externally.
Growth Goals
- Double annual online sales yearly, starting from $100K.
- Establish a high-performance, region-specific digital funnel across the US, EU and other markets.
Key Pain Points
- Outdated, slow website with poor SEO and conversion flow.
- Limited in-house technical expertise for web deployments and funnel optimization.
- Fragmented user experience causing support burdens and cart abandonment.
3. Strategy & Execution
3.1 Full-Funnel Website Overhaul
- Conversion-Focused Redesign: Rebuilt the WooCommerce-based site and completely overhauled the shop, with clear CTAs, streamlined checkout, and separate billing/shipping fields to reduce friction.
- Technical SEO & Speed: Implemented site-wide performance optimizations and on-page SEO best practices, boosting Core Web Vitals and organic visibility.
3.2 Regional Expansion Enablement
- EU Market Launch: Customized regional landing pages and localized deals, driving substantial new traffic and sales in Europe.
- Guerrilla Deployment: Operated as a “green-light” team within Cardo’s corporate structure, removing red tape to deploy changes rapidly.
3.3 Marketing Integration
- Managed all site deployments and collaborated with specialized agencies, maintaining end-to-end ownership of the digital funnel.
- Coordinated paid-media campaigns, SEO content creation, and analytics tracking under a unified sprint cadence.
4. Results & Metrics
| Metric | 2019 Baseline | 2020 Value | 2023 Value | 2024 Value | Change |
|---|---|---|---|---|---|
| Annual E-commerce Revenue | $100K | $200 | $2M | $4.2M | +1,900% overall |
| Monthly EU Sales Contribution | ~5% | ~10% | ~20% | +30% | Expansion to EU |
| Core Web Vitals LCP (seconds) | 4.5s | 4s | 2.1s | 1.8s | -60% load time |
| Cart Abandonment Rate | 75% | 50% | 42% | 37% | -36% drop |
“VeryShake felt like an embedded growth squad - they delivered rapid wins and sustained momentum.” —Boaz Giller, Marketing Manager, Cardo Systems
5. AI Update (Septembe 2024)
- Dynamic Personalization: Rolled out AI-driven content recommendations on product and regional pages, improving add-to-cart rates by 15%.
- Predictive Stock Allocation: Implemented external ML models and inventory forecasting tools, reducing stockouts by more than 10%.
- Automated A/B Testing: Deployed an AI-powered multivariate testing framework in Google Optimize to iterate landing page layouts 3x faster.
6. Key Takeaways
- Embedded Expertise: A hands-on team driving end-to-end execution allows for close cooperation and teamwork. Getting things done, together.
- Holistic Optimization: Combining technical SEO, UX improvements, and regionalized marketing drives exponential growth.
- AI as a Multiplier: Thoughtful integration of AI tools sustains performance gains and frees up creative bandwidth.
7. Time to Shake Up Your Growth
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