Four choices decide most of how a road bike feels: size, frame, wheels and gears. The builder puts them in that order.
Size first
Pick the frame size by height, not leg length: M 54 fits most riders between 170 and 178 cm. The Size guide has the full table and a stand-over check you can do at home.
Frame and paint
All CycleCraft road frames share the same geometry family, so the choice is between race (Aero), comfort (Endurance) and weight (Climber Lite). Paint is personal: solid colours are the classic choice, pearl adds a shimmer, metallic the most shine. Matte hides small scratches; gloss is easiest to clean.
Wheels
Alloy wheels are tough and cheap to replace. Light alloy wheels make a bike feel livelier on climbs. 50 mm carbon wheels are fast on the flat and need more care in crosswinds.
Gears
Eleven gears are plenty for most riders. Twelve give closer steps and a wider range, which helps on hilly roads; electronic shifting is the comfort upgrade.
Open the Endurance Road Bike and change one thing at a time to see how the picture and the price move.
