Conversion Funnel Optimization
Shopify website redesign
OAK Equipment
2023
UX/UI Web
OAK Equipment
Oak Equipment is a Swedish brand dedicated to making professional-grade fitness equipment accessible to a broader market. The company specializes in designing long-term training solutions for a diverse range of clients, from individual home gyms to large-scale commercial facilities and athletic associations. Their core value proposition centers on durability, ensuring that every training space they outfit is built to last for decades.
Challenge.
The primary goal of this project was to address significant performance gaps within the conversion funnel. Data revealed that the Add to Cart rate was underperforming against high-ticket industry standards and the cart abandonment rate was disproportionately high. These metrics indicated that while the site attracted visitors, it failed to convert that interest into completed purchases. I needed to identify the specific technical or psychological friction points causing users to exit the funnel and develop a strategy to secure those lost transactions.
DISCOVERY.
We conducted qualitative user interviews and observational studies focused on the end-to-end purchasing journey on the Oak Equipment website.
Participants
The study involved 10 homeowners aged 35 and older, all of whom share an active interest in fitness and strength training.
Objectives
We chose a qualitative approach by interviewing participants in their home environments to gain deeper insights into their specific needs and behaviors. This allowed us to understand the environmental and psychological factors that influence the decision-making process when investing in high-end fitness equipment.
key insights.
Unclear Call-to-Action (CTA) Buttons
Participants struggled to navigate the path to checkout. The visual hierarchy of the buttons was not intuitive, leading to confusion about the next steps in the purchasing process.
Limited and Inconsistent Payment Methods
Discrepancies between the payment logos shown on product pages and the actual options available at checkout caused significant friction. Users expressed a lack of trust due to the limited selection and specifically requested more established and secure payment alternatives.
Poor Copy and Readability
The homepage suffered from accessibility issues, with participants noting difficult-to-read text caused by small font sizes and low color contrast. Additionally, frequent spelling errors and grammatical inconsistencies negatively impacted the brand's perceived professionalism and credibility.
