Giving Business a Healthy Boost
What if... we could deliver a stronger online experience for fitness customers?
Creating a Stronger Commerce Experience
Life Fitness needed to redesign its B2C digital commerce experience on Episerver’s B2B Commerce Cloud by Insite platform and asked us to assist based on our deep implementation experience and our commitment to helping Life Fitness solve its user experience and design challenges.
Life Fitness needed a new platform that would enhance the customer experience with improved communication around order fulfillment, provide a responsive site experience that caters to customers visiting from various devices, and could scale to other areas of the business such as its B2B commerce site.
Giving the Website a Workout
We created an online experience that aligned with the Life Fitness brand promise of delivering high-quality and luxury products. A key goal was to make the site mobile responsive to satisfy the more than 50% of visitors who visited the Life Fitness site on a mobile device. This update improved the user experience and increased traffic and conversions. In addition, the new capabilities and features provided will allow Life Fitness to go to market quickly when the time comes to launch the B2B commerce site.
Perficient is like our right arm. The dedicated partnership has contributed to the stability of the platform and business growth we’ve seen over the last year.Amanda Marx, Senior Manager, Global Digital Strategy, Life Fitness
A Stronger User Experience Through Integration
We worked closely with Life Fitness to redesign and re-platform its consumer site by integrating B2B Commerce Cloud by Insite with back-office middleware, legacy order management systems, and Salesforce Marketing Cloud in order to improve email communication to customers regarding order status and shipment details. Other third-party services integrated with the new platform included Power Reviews, which provides valuable information for prospective customers looking to buy home fitness equipment, and CyberSource, to simplify the order experience for customers by quickly validating addresses and calculating the appropriate sales tax.
Results
Since the launch, Life Fitness has met or exceeded many of its objectives including growth in revenue that outpaced growth for the US eCommerce market.
The new site experience resulted in an increase in user time spent on the site, and improved tracking of user behaviors enables Life Fitness to better obtain data on conversions and customer interactions across various channels. Customer feedback regarding the design and user experience was positive, and overall conversion rates increased 30%, exceeding channel growth expectations.