Hyperice
Hyperice is an innovative brand that creates products for athletes and individuals looking for solutions to combat daily life's impact. Its sleek designs and effectiveness make Hyperice products a hit. The DTC brand has grown and expanded its product portfolio in recent years.
landing page design
web design
67%
increase in conversion rate
5.82%
increase in Average order value (AOV)
Business problem
While Hyperice was investing heavily on ads, the increased traffic on its site didn’t lead to an increase in conversion rates. Many customers shop on the site but don’t checkout. The goal is to leverage the high-traffic collection page by designing a landing page that'll engage new customers
41% of their traffic is coming from social and 71% of this social traffic is from facebook ads
Google Analytics
69.9% were new users
49.6% bounce rate
66.5% shop on mobile
Hotjar
Hyperice users
We asked 240 Hyperice customers about their experiences. The survey took place from Mar 9, 2022 to Mar 23, 2022. The survey had 10 questions. The first one asked about the products they bought. The other 9 questions were open-ended, asking about what influenced their decisions and what frustrated them.
Survey Insights
Drivers
Loved the good quality products (49%): long lasting and innovative.
“Game changer for recovery”
Products are easy to use (21%): very straightforward for customers to find what best suited them.
“Easy to use for my shoulder pains and it works”
Frustrations
Product Effectiveness / Not Being Able to Try (14%): Many were hesitant because they couldn’t see the product in real life before making a decision.
“Lots of hype but not enough honest reviews to judge if they are really effective”
Couldn’t find the information they wanted (18%): too many technical terms, hard for customer to understand.
“Difference between the pro and others”
Product was too expensive (42%): the market is saturated what makes Hyperice the best option
“The price of hyperice products. They are very much on the expensive end of personal wellness devices.”
Lack of customer support (14%): takes a very long time to respond which makes user lose trust in brand
“Good product, shitty customer service”
How might we?
...make Hyperice more engaging and exciting for the user?
...create trust with the customer enough to try Hyperice?
...clearly differentiate product models?
...show the value of Hyperice at the current price point?
Brainstorming
Based on past tests we’ve run for the client, research on customers and analysis of the current website, the PM and I came up with ideas for the landing page.
Proposed solution
This landing page will educate users on the Hypervolt line and highlight the benefits of the products. This page is to be compared with the traffic from the Hypervolt collection page.
KPI’s: CR%, RPS
Original flow
New flow
Final design
The landing page showed strong performance, prompting the implementation of the comparison section across all Hypervolt product pages. Looking ahead, the plan is to conduct additional tests, introducing comparison sections to other product collections. Furthermore, there will be experiments with more landing pages, highlighting the benefits of Hyperice products using user-generated content (UGC).
