Conversion Rate Optimization for Peak Performance
Wahoo Fitness L.L.C.
Conversion Rate Optimization
Digital Experience Strategy & Design
Wahoo Fitness is a fitness technology brand serving cyclists and runners with indoor and outdoor bikes, apps, heart rate monitors, bike computers, cycling sensors, and more. The Wahoo Fitness platform, sold globally, seamlessly integrates a variety of devices to help everyday and world-class athletes reach their fitness goals.
After the pandemic hit, thousands of people started looking for home training alternatives. During this time, Corra worked hand-in-hand with the Wahoo Fitness team to maximize revenue and ensure their site ran smoothly.
Together, Corra &
AN INDISPENSABLE BUSINESS PARTNER
At the end of 2017, Wahoo Fitness was in the process of launching their new Magento 2.2.3 site when major issues became apparent. The slow and buggy checkout was particularly worrisome, and the timeline to fix it was becoming tighter and tighter. Wahoo Fitness was very impressed by the strategic recommendations they received as a part of a Customer Experience Audit conducted by Corra. Having previously trusted us to manage their revenue optimization initiatives, Wahoo Fitness terminated the partnership with their previous agency and enrolled in Corra’s TotalCare program to quickly complete the migration.
A STRATEGIC ROADMAP FOR GROWTH
Corra began with a thorough code review aimed at uncovering every issue and potential risk. We then streamlined the cart and checkout experience, launched the salvaged site on Magento Commerce 2, and proceeded with the creation of a roadmap for future initiatives. These goals included optimizing the mobile experience, implementing fixes to the international sites to solve localization issues, and kicking off an optimization and personalization strategy.
SUBTLE ENHANCEMENTS, SIGNIFICANT REVENUE LIFT
Wahoo Fitness was using an optimization platform to implement quick changes to the frontend. Because personalization was becoming more and more essential to their business strategy, they selected Dynamic Yield to scale their optimization efforts and deliver hyper-tailored experiences.
Dynamic Yield leaves very little room for guesswork. When you’re building out your audiences, you can clearly see the percentage of users you are going to reach through those specific attributes. So, for example, if we set up “bike trainer browsers” as an audience (who are visitors that viewed bike trainers more than once but haven’t purchased in the past three months), we can tell the percentage of visitors we will reach, and what their AOV and conversion rates are. This helps to predict if the reach of the audience in an experience is going to be successful.
INCREASING CONVERSIONS ON BIG-TICKET PRODUCTS
A Wahoo Fitness bike is an investment that will last for years to come. Before they decide to pull the trigger, customers perform a lot of research to compare products and tend to visit the site multiple times. For Wahoo Fitness, segmenting their users and serving personalized experiences was extremely important to serve customers at each stage of the purchasing funnel.
Here are some examples of audience segmentation:
Bike trainer purchasers within the last 30 Days
Bike trainer browsers (who viewed bike trainers more than once but haven’t purchased in the past three months)
Visitors that viewed three products but haven’t purchased
REMOVING THE GUESSWORK
As a client enrolled in Corra's TotalCare program, Wahoo Fitness was able to tap into a team of digital strategy experts and receive strategic recommendations before implementing an important site enhancement such as the homepage redesign. Because many Wahoo Fitness' customers appeared to begin their purchasing journey from the site navigation, Corra fully tested the new layout and noticed that moving the “shop” link to the first position would encourage them to explore more.
This change directly generated a 3% increase in revenue and a 6% increase in purchases in only one month.
Corra prides ourselves on our collaborative teams and this achievement is a perfect example of this – our design and digital strategy team working in synergy to achieve measurable results.
PINNED IN-STOCK PRODUCTS
Wahoo Fitness experienced an increase in traffic during COVID-19 when consumers were looking for ways to work out from their homes. In Q2 of 2020, traffic spiked at an unprecedented rate: Wahoo’s U.S. revenue nearly tripled, with sessions up more than 90% and conversion rates more than 70% YOY. However, because of the unpredictable surge in demand, Wahoo Fitness was struggling to keep up with stock levels. Products were selling out minutes after getting restocked. To prevent potential customers from becoming frustrated, Corra’s team recommended leveraging Dynamic Yield to quickly implement a product recommendations section. Highlighting in-stock items on the homepage proved effective in directing visitors to the products that were available for purchase. In just one month, the visits from customers that clicked on these recommended products drove a significant increase in revenue.
MINIMIZING DISTRACTIONS AT CHECKOUT
When it comes to checkout UX, less can be more. The Corra team hypothesized that minimizing distractions throughout the checkout process would increase conversions. Through our Optimization Audit, we suggested hiding the top navigation, the “continue shopping” button, the search bar, the cart button, and the top promotional banner in an effort to keep the customer focused during checkout.
We also provided a separate list of recommendations entirely focused on mobile – including moving the list of items in the cart above the fold and duplicating the checkout button. This experiment kicked off in February 2020 and soon resulted in a 2.7% uplift in purchases on desktop and a 15% lift in purchases and 9% lift in revenue on mobile.
By managing the Wahoo Fitness site and implementing CRO, personalization, and design enhancements, Corra achieved astounding results in just one month. The strategic partnership between Wahoo Fitness and Corra has continued to produce measurable and sustainable growth through our ongoing TotalCare program.
You can hear Mackenzie Housman, Director of Ecommerce at Wahoo Fitness, walk through her experience with Corra’s digital strategy team in a webinar recording here.