Beachbody Conversion Redesign

The Problem

Abandonment surveys, usertesting.com sessions, and analytics revealed a recurring pattern: users were overwhelmed by cluttered layouts and too many options across Beachbody.com. The experience created choice paralysis. Users felt lost among overlapping offers, competing calls-to-action, and inconsistent navigation patterns, ultimately resulting in lower conversions and higher bounce rates.

The Insight

Through cross-functional research and competitive benchmarking, I identified key opportunities for improvement:

1. Best-in-Class Benchmarking
   I curated a Pinterest board featuring design inspirations from leading lifestyle and e-commerce brands, helping the team align on a shared design vision. This analysis highlighted the importance of visual clarity, emotional storytelling, and simplified pathways to purchase.

2. Data-Driven Understanding
   I synthesized insights from multiple data sources, including:
   • Over 1,000 user comments from an abandonment survey
   • Analytics on conversion rates by device (desktop, mobile, tablet)
   • Heatmaps, keyword searches, and entry-point analysis
   • Bounce rate and page-summary reports
   • Detailed brand architecture and e-commerce best practices

3. Navigation & Content Strategy
   I studied high-density content sites like Amazon, Apple, and Nike, identifying scalable navigation patterns that balance depth with simplicity. These insights shaped a new content hierarchy that made Beachbody’s extensive catalog feel more approachable and action-oriented.

The Solution

I led an iterative A/B testing initiative focused on simplifying navigation, optimizing CTA hierarchy, and re-structuring hero and offer presentations.

By reducing cognitive friction and aligning visual hierarchy with clear user intent, the redesigned homepages guided users more intuitively through the product discovery flow.

The refined interface also integrated stronger Beachbody brand elements. This included motivational imagery and consistent color usage, reinforcing trust and emotional connection with fitness enthusiasts.

The Impact

The optimized experience not only improved usability but also delivered measurable business impact:

• +6.1% desktop conversion

• +3.4% mobile conversion

• +6.2% tablet conversion

• +8% overall conversion lift within 6 months

• 15% boost in engagement through improved clarity and visual hierarchy

• Higher brand perception across key attributes: “A brand I trust,” “Innovative,” and “A thought leader in health and fitness.”

Ultimately, the redesign helped transform Beachbody.com from an overwhelming experience into a focused, trustworthy, and conversion-driven digital storefront.

The Takeaway

This project reinforced my belief that clarity drives confidence. In turn, confidence drives conversion. By blending data-backed UX decisions with brand-driven storytelling, I helped Beachbody elevate both its customer experience and its bottom line.