Work · UX & CRO Study

Online Fitness Studio

Making a homepage say what the service is.

Strong ad clicks, but a homepage juggling both products and classes left first-time visitors unsure what the service actually was. One clear promise, proof-led.

DisciplineCRO · Usability
FocusLanding-Page CRO
OutcomeProof-led hero strategy

Anonymized client work. Details changed to protect confidentiality.

Context

An online fitness brand drove strong ad clicks, but a homepage juggling both products and classes left first-time visitors unsure what the service actually was.

Goal

Clarify the offer and lift landing-page conversion for newly acquired traffic.

Approach

  • Moderated tests across ad creative, the homepage, and product pages.
  • Comparison of landing-page versus product-page first impressions.

What I Found

  • Visitors loved the high-quality visuals and the five-star social proof in the header.
  • But they could not tell what the service was from the hero or brand name alone.
  • Founder-led video outperformed stills, and signs of fresh, regular content built trust.

Recommendations

  1. Center one promise. Lead the hero with a single, clear promise.
  2. Lead with video. Use founder and social-proof video instead of still images.
  3. Surface real stories. Move customer stories higher up, and test proof-led landing pages against the product page.

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