How we generated 27% increase in conversion for a fast growing fitness brand

TimTam, a fitness tech company, needed expert help in improving their conversion rate for their new product. 

We increased the conversion rate by 27% in only 6 months, through implementing changes informed by our deep product and user research. 

A fitness brand with plans for market domination! 

TimTam had developed a new power massager device that was proving popular within a niche segment of the fitness market and was aiming to double the business in months by expanding sales to the general fitness market and beyond.  The company understood the importance of CRO in achieving their goal of market domination and needed expert help. 

TimTam chose Browser To Buyer because they knew we could deliver results with little overhead on their business

The project needed a combination of:

• Real experts – TimTam didn’t have time to do any hand holding – they were focused on production and growing the business. They needed a CRO expert they could trust, who would give real insights into their business – not just simple standard conversion rate improvements.
• Fast – They had a huge marketing spend ready to go but needed higher conversion so time was of the essence. Our processes and team meant that we could execute fast and we had our first significant winning test within four weeks of signing the contract.
• Full service – The client team already had a packed development backlog and their designers and product team had no spare time. We handle everything from concept and research right through to launching tests on the site and quality assurance. They gave input where it was valuable and we did the rest.

We went beyond the website to really understand the product and potential customers

As with every new client, our kick-off meetings were hugely in-depth and across the whole business, so we quickly gained a deep understanding of the product, upsells, fulfilment and customer service processes and the growth plans of the business.

Mystery shopping allowed us to understand the experience end-to-end and revealed how exciting the unboxing experience was – this excitement didn’t come across in the existing website.  The app and the packaging gave more insights – how to actually use the product – what parts of the body would it work with, how to use it and what injuries it could treat. 

We found out what real customers actually think through asking open questions on user surveys and post-purchase email surveys.  Using open questions takes a bit longer to analyse but avoids making any assumptions about users.  The results were insightful and revealed that a huge proportion of people weren’t looking to improve performance but treat their injuries.  We found that people really loved the product, describing it as “magic” and “life-changing”. 

How did we improve the conversion rate by 27%?

Using the insights from the research, we created a new product page targeted at customers who didn’t already know the product and conveyed the benefits to them through:

• • Using the customer’s terminology, in their tone of voice, gleaned from email surveys
  • Focusing on endorsements – as we had found amazing names and sportspeople loved the product:

• • Explaining the key benefits identified as most important from our research:

• • Creating user journeys for specific injuries/areas, as we had found people were buying the treatment or outcome, not the product: 

This new landing page had a +11% increase in conversion rate – worth nearly 3x return on investment. 

For browsers that had come from Facebook (rather than been recommended the product) we realised from the surveys that they were concerned about whether to buy the product and yet we knew that once people tried it they loved it!  So we presented the returns policy as a “Risk Free Guarantee” in a bar across the top of the site.  All our tests are about impact and ease and in this case a bar was visible to most users so had the most effect. 

These (and many other successful tests) overall resulted in a 27% increase in conversion rate in just six months and had a HUGE impact on TimTam’s business. 

Want to get similar results for your site?

We work with companies large and small around the world. Whether you’re a fast growing ecommerce brand, want to generate leads and enquiries or act as an affiliate, we can help you to get similar results. Contact us for a free consultation.