Business goal: Improve conversion rate for the sales flow

The current salesflow was not preforming too bad, but the FreshFitness team wanted to investigate if it was possible to improve it, as it was important for them to gain more members.

Process

Insight and data

Our first step was to get to know the current sales funnel.

Google Analytics could tell us that 80-90% of the traffic was from a mobile device. We also learned what the drop-off rate and average views per session from each step of the funnel.

From Hotjar we got qualitative feedback from users, recordings of user sessions and also heatmaps for each steps.

We also went through the process and did our own evaluation of the flow.

Workshop

We collected all the insight into Figjam and had a workshop with the stakeholders, product manager and designers.

The goal of the workshop was to make sure everyone had the same insight, and use this to come up with ideas of how we could increase the conversion rate.

The ideas was evaluated based on the impact and effort.

Design

After the workshop I created a prototype of a new sales flow that we tested with members at a Fresh Fitness club. We iterated and did two rounds of user testing, with a mobile prototype focusing on the most common scenarios.

Based on the feedback another iteration was done. When all scenarios covered in the design we had a walkthrough with the developers to discuss the feasibility and effort, before we landed on a version that we wanted to implement.

NOTE: The new flow is per August 2024 not yet implemented, but we are about to start. When the new salesflow is ready we will run an A/B test with the new and old flow and start routing all users into the new flow when we are happy with the convertion rate.