Health & Fitness

Technogym

Levelling the playing field for Technogym

Key Results

38% increase in overall catalogue requests / enquiries

11% increase in add to basket rates

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The key B2C product on Technogym is the Technogym MyRun. Engagement with the page was high but the Technogym team felt that the conversion rate did not match that of their competitors who sold the same treadmill. Our challenge was to understand the needs of the users visiting the MyRun page and to come up with a solution which would increase enquiries and purchases.

So no pressure then…

We started by looking at screen recordings and heat maps to understand what users were engaging with and how they moved through the page. One of our key findings here was the depth to which users scrolled on this page compared to other pages. It was obvious they were looking for information but it wasn’t obvious what they were looking for. So what did we do? Well we just asked them.

We added a poll to the site and asked users “what are you looking for?” The answers came back. They were looking for product information. This information existed in the page but it was hidden behind carousels so we set out to create a page which had this information clearly visible to users – and we created two variations.

What happened next?

But perhaps what was most interesting was that within the experiment, we also captured what The first variation had the ecommerce module (add to cart) at the top. The second variation had the ecommerce module beneath the content. The second variation was the clear winner, increasing queries and add to basket rates on both desktop and mobile.

+50.4% increase in the Mobile Catalogue Conversion Rate from Control to Variation B

Key Results

38%increase in overall catalogue requests / enquiries

11% increase in add to basket rates

David Lee
Working with User Conversion forces us to be more proactive
David LeeLead Product Owner
Neil Sumner
The amount of detail and thoroughness they went into was spectacular
Neil SumnerDirector of Digital and Marketing
Perri Savage
The team are great. Couldn’t do it without them.
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
Really impressive and wouldn’t hesitate to recommend them.
Thomas TregellesGroup Head of eCommerce
Sarah Collett
Accelerated our optimisation efforts by a factor of 50.
Sarah CollettMulti-Channel Director
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Lauren Juster
8.7% improvement in conversion rate attributed directly to their work
Lauren JusterSales and Marketing Director
Julie Austin
They always have our customers at the heart of all they do
Julie AustinMarketing and Digital Director
David Lee
Working with User Conversion forces us to be more proactive
David LeeLead Product Owner
Neil Sumner
The amount of detail and thoroughness they went into was spectacular
Neil SumnerDirector of Digital and Marketing
Perri Savage
The team are great. Couldn’t do it without them.
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
Really impressive and wouldn’t hesitate to recommend them.
Thomas TregellesGroup Head of eCommerce
Sarah Collett
Accelerated our optimisation efforts by a factor of 50.
Sarah CollettMulti-Channel Director
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Lauren Juster
8.7% improvement in conversion rate attributed directly to their work
Lauren JusterSales and Marketing Director
Julie Austin
They always have our customers at the heart of all they do
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
I like the holistic approach User Conversion take to their work.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
A 22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
We’re now testing to help prioritise work and reduce risk
Amanda DoronEcommerce & Trading Manager
Thomas Tregelles
They have been instrumental in our personalisation strategy
Thomas TregellesGroup Head of eCommerce
Neil Sumner
They didn’t talk about a generic approach, but one that was personalised to our audience
Neil SumnerGeneral Manager eCommerce
Sarah Collett
Paid for themselves in the first month, three times over.
Sarah CollettMulti-Channel Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
I like the holistic approach User Conversion take to their work.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
A 22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
We’re now testing to help prioritise work and reduce risk
Amanda DoronEcommerce & Trading Manager
Thomas Tregelles
They have been instrumental in our personalisation strategy
Thomas TregellesGroup Head of eCommerce
Neil Sumner
They didn’t talk about a generic approach, but one that was personalised to our audience
Neil SumnerGeneral Manager eCommerce
Sarah Collett
Paid for themselves in the first month, three times over.
Sarah CollettMulti-Channel Director