What we tested
Six wins. One principle each.
Win 1 · PDP · Buy box
Make the value impossible to miss
One of the clearest research findings was that customers cared heavily about value. Gymproluxe already had a strong offer. The problem was how it was being communicated. The existing buy box listed several bonuses as free gifts, but did not explain what each gift gave the customer or why the total package justified the purchase. Instead of FREE. FREE. FREE. we explained what customers received, what each bonus was worth and how each one helped them get started. We introduced the Start Strong programme and rewrote the supporting bullets around real customer concerns: cost, convenience, beginner support and purchase risk.
+12.87%
Revenue per visitor
Sometimes you do not need a better offer. You need to communicate the offer you already have better.
Before · control
After · winner
Projected impact: +£35,293 / month
Win 2 · Cart
Carry the value into the cart
Then we found another leak. Customers understood the offer on the PDP, but when they reached the cart, much of that value disappeared. So we tested displaying a full breakdown of everything included with the order directly inside the cart. The customer could see the main product alongside the included gifts and extras rather than a simple order subtotal.
+7.98%
Revenue per visitor
+6.59%
Checkout begin rate
The offer should not disappear once somebody clicks Add to Cart. Value needs to be reinforced throughout the buying journey.
Before · control
After · winner
Win 3 · Collection page
Make shopping easier
Gymproluxe had expanded beyond a single product. Customers landing on the collection page had to work out the difference between home gyms, portable equipment, accessories, recovery products and other options themselves. We reorganised the page around clear categories that let visitors shop according to what they actually wanted.
+18.64%
Revenue per visitor
+4.60%
Average order value
More choice is not always better UX. Sometimes CRO is simply helping customers understand what they are looking at faster.
Before · control
After · winner
Projected impact: +£20,543 / month
Win 4 · PDP · Checkout path
Remove friction at the point of purchase
This test was much smaller visually. We surfaced customers preferred payment options closer to the Add to Cart area, including a faster route towards checkout. No major redesign. No new offer. Just less uncertainty at the point where someone was deciding whether to buy.
+7.74%
Revenue per visitor
The smallest visual change in the programme was one of the biggest mobile wins. Friction hides in the last few centimetres before the button.
Before · control
After · winner
Projected impact: +£26,237 / month
Win 5 · Imagery & social proof
Show customers people like them
One of the more interesting findings had nothing to do with price. It was about identity. Gymproluxe had been using younger fitness imagery and elite sporting credibility. But that was not necessarily who was buying. We tested replacing younger hero imagery with people who better reflected the actual Gymproluxe customer. Then we pushed the idea further: the PDP featured credibility logos associated with elite sport, and we tested replacing them with media proof customers were more likely to recognise and relate to.
+5.44%
Credibility logos CVR
Social proof only works when it is proof your customer actually cares about. A logo can be impressive and still be the wrong logo.
Before · control
After · winner
Win 6 · PDP · Price anchoring
Make the price easier to justify
Another recurring objection was price. We could have discounted harder. Instead, we changed the comparison. A simple PDP module compared Gymproluxe with the ongoing cost and inconvenience of a traditional gym or larger home gym setup. Suddenly the customer was not asking is this product worth the price. They had context for what the alternative would cost them.
+5.40%
Revenue per visitor
You do not always beat a price objection with a lower price. You beat it with a better comparison.
Before · control
After · winner
