Kettlebell Kings
Challenge
Kettlebell Kings is recognized as a leading provider of high-quality kettlebells and fitness equipment. But because their primary focus has always been the sale of physical products, their digital product offering always took a sideline, and it showed in their conversion rates. Using our proprietary IIEA framework we were able to uncover opportunities to increase sales conversion rates of digital products over 151% in a single experiment.
Solution
Experiment Summary Learning Objectives: How do optimized landing page design, brand identity, and communication of Workout Plans impact visitor engagement, CTR, and sales conversion rates on both KettlebellKings.com and LivingFit.com? Conversion Objectives: Micro Conversion Increase CTR of category page visitors on KettlebellKings.com to product detail pages on Living.Fit Macro Conversion Increase Sales Conversion Rates of Individual Workout Programs on both, Kettlebell Kings & Living.Fit online stores Increase Sales Conversion Rates of Monthly Membership Plans on both, Kettlebell Kings & Living.Fit online stores Primary Insight: Traffic from KettlebellKings.com to product pages on Living Fit resulted in 400% higher sales conversion than product pages on the Kettlebell Kings website. Primary Hypothesis: If more traffic from KettlebellKings.com was sent to digital product pages on Living.Fit then overall sales conversion rates of digital products would increase. Information Chanels: Google Analytics, Big Commerce, Kajabi Experiment Type: A/B Test Variations: 2 IIEA Step 1 | Gather Insights Sales data split between Kettlebellkings.com & Living.Fit Because digital products were sold on both KettlebellKings.com and Living.Fit, we needed to analyze and track sales conversions on both websites throughout the experiment in order to understand how changes impacted overall sales conversion rates for digital products. From our analysis, we uncovered three important insights Insight #1 | Traffic from KettlebellKings.com to product pages on Living Fit resulted on average 400% higher sales conversion than product pages on the Kettlebell Kings website. To compare the effectiveness of each website at selling the same digital products, we compared their buy-to-detail ratios, the percentage of purchases to product detail page visits. This comparison assumes that there is no overlap of the same orders between Kajabi and Big Commerce software platforms. As you can see, Living.fit has had higher ratios of purchases compared to product page visits on KettlebellKings.com in each product category. Insight #2 | Category pages on KettlebellKings.com drove little users to the Living.Fit website. The click map data from Hotjar of this page correlates with the next page data that we saw in Google Analytics. From this page, the highest percentage of users clicked on the Kettlebell Workouts icon, which automatically scrolls down to this product category section on the same page. Very few users clicked the Living Fit icon on the top left to visit the Living.Fit website. Insight #3 | Traffic from KettlebellKings.com to product pages on Living Fit resulted on average 400% higher sales conversion than product pages on the Kettlebell Kings website. To compare the effectiveness of each website at selling the same digital products, we compared their buy-to-detail ratios, the percentage of purchases to product detail page visits. This comparison assumes that there is no overlap of the same orders between Kajabi and Big Commerce software platforms. As you can see, Living.fit has had higher ratios of purchases compared to product page visits on KettlebellKings.com in each product category. IIEA Step 2 | Hypothesis Ideation Based on the findings, we formulated our primary and secondary hypothesis for the experiment. Primary Hypothesis: If more traffic from KettlebellKings.com was sent to digital product pages on Living.Fit then overall sales conversion rates of digital products would increase. Secondary Hypothesis: If category descriptions were more descriptive and communicated more visually then website visitors would be more likely to click through to the product page and purchase. IIEA Step 3 | Experiment Creation For this experiment, we created an optimized variant of the KettlebellKings.com Workout Plans category page in an attempt to drive more traffic to Living.Fit Some highlights of the experiment variation include: Redesigning graphics to make them more visual and descriptive Improving product descriptions and CTAs Adding additional CTA button for the annual membership offer Restructuring the entire landing page layout to create a better flow and a more natural user experience IIEA Step 4 | Analysis After running the experiment for approximately 4 weeks, our hypothesis was proven TRUE with a 100% confidence level that experiment results will continue.
Results
151.5% Increase in Sales Conversion Rates 34.98% Increase in Monthly Recurring Revenue
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