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.
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).
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.
- 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)