/BUSINESS REQUIREMENTS
Problem:
An abandonment survey, usertesting.com, and qualitative data all show that some users have experienced difficulty navigating through Beachbody.com, noting that pages are cluttered with excessive options, leaving them with a paradox of choice/paralysis.
Solution:
Conversion would be improved with a cleaner interface and user-friendly navigation. This would expedite the user experience and help to eliminate confusion. Then, incorporating elements of the Beachbody brand would increase trust + affinity, and thereby increase conversion (and repeat purchases).
Opportunity:
We have the opportunity to make product discovery and the purchasing process fast, simple, and intuitive, while still telling the Beachbody story and further establishing the brand.
Goals:
- Improve performance on Beachbody.com
- Increase Conversion (Current: desktop 6.1%, mobile 3.4%, tablet 6.2%)
- Increase Lifetime Contribution Margin per visitor
- Improve Beachbody branding / experience / perception
- Increase ratings in attributes such as: ‘brand I trust’, ‘innovative’, ‘thought leader in health and fitness’ (increase from benchmark study)