Home Fitness Brand Boosts Conversions by 15%. Adds $1.4M Annualized Revenue

LifePro Fitness is an eCommerce leader in the home fitness and recovery industry. They have been featured for their innovation in Forbes, Women’s Health, GQ, Rolling Stone, USA Today, Men’s Health, and more. Their goal is to make wellness, recovery, and fitness enjoyable and attainable for everyone.

Challenges

Top agencies had already tried to address LifePro's eCommerce conversion problem with little success. LifePro's products are beloved by their users, but their Product Description Page had too many calls-to-action, different pricing that was confusing, and no valuable product information above the first fold. All these things were of vital importance to improving conversion rates.

Project Strategy & Solution

Optimize the eCommerce conversion funnel
Site and PDP redesign A/B tested against original to validate successful changes
Increase conversions
Move valuable information above the fold
Increase revenue
Sticky banner added with Add to Cart button
Improve site speed
Upgraded site to Shopify 2.0 Booster Theme
Modernize the design
Optimize user experience
Heat/Scroll Maps, Usability testing, Customer Exit and Post Conversion Surveys, and Customer Support Questionnaire
Conversion Funnel Drop-off analysis and industry benchmarking to identify user pain points
Increase Add to Carts

CRO Website Redesign and Development

Results: Old vs. New Heat Maps

From a customer interaction perspective, the heat map results speak volumes about the effectiveness of our strategy. The previous PDP contained all the necessary information for a user to purchase, but unfortunately they couldn’t find it without some serious effort scanning the entire page.

With a simple and elegant solution we reduced the number of CTAs on the page by moving the thumbnail images to the left side making room for needed information hidden below the fold.

We designed a sticky header with an Add To Cart button and breadcrumbs giving users the opportunity to take action at any point throughout the customer journey. This provided a more consistent and available CTA without scrolling all the way back up to purchase a product.

Results: Before & After Product
Description Pages

Multiple discounts and prices were also shown on the original PDP. We worked hard to ensure only one price and discount would be shown to minimize any confusion on pricing, and to prevent the products from be devalued by the customer if they looked too “discounted”.

Phase 2 includes adding product and workout videos to the image thumbnails, and a product comparison table for easy product detail and pricing comparisons. We expect to see continued CR improvement that exceed ours and the clients expectations with each round of changes.

Results: Before & After Home Page

The new home has streamlined navigation and category tiles above the fold. We also included trust elements that increase user confidence in eCommerce companies.

User self-identification is a vital part of user experience and the buying journey. The original site didn’t have categories above the fold, so getting a user to take the desired action took some searching on the site. This is a huge roadblock.

In the new design, we gave users two ways to self-identify with LifePro: 1) Personal identify (how do they use home work out/fitness equipment: recovery, wellness, strength, endurance), or 2) Personal need (are they there for a specific category of product)