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

Logo

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

Feels like working with an extended team that works hard to deliver the best outcome for the business. Do not let them go by themselves, let them be your partner and they will do more.

Andrea Pizzola

eCommerce Director

David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
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
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
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
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
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
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
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
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager