Case study · Health & wellbeing
It was time for NC Fitness’ website to start pulling its weight.
The challenge
NC Fitness sells functional fitness equipment online and delivers professional gym fit outs for commercial and private customers. The products were strong. The website selling them was not.
The existing website struggled on performance, and it was not doing enough to turn visits into sales. A business known for equipment that performs needed a website that did the same, so NC Fitness asked us for a complete digital overhaul.
The brief was clear. The new website had to be fast and reliable, and it had to stay easy to navigate as the range grew. NC Fitness had the goods; our job was to turn website visits into conversions.
There was a second job as well. The old website presented NC Fitness as a place to buy gym gear and little more. The business also designs and installs complete gym fit outs for commercial and private customers, and that side of the operation was barely visible online. Both stories needed a proper home.
Approach
We started by targeting the weaknesses of the old website, taking a deep dive into what NC Fitness needed from the new one and what its customers needed from it.
It was not enough to simply display gym gear. The website had to showcase that NC Fitness could deliver professional gym fit outs for commercial and private customers, so the structure was planned around both selling products and generating fit out leads. Applying best practice development, we set about creating a clean, modern interface that would allow for a genuinely good user experience.
Mobile came first. A mobile first responsive design was chosen for quick content loading and easy purchasing on the go.
We applied UX and UI principles that increase purchase opportunities without getting in the way, including related products and recently viewed sections that keep customers browsing rather than clicking away. The gym fit out page was planned as a major feature in its own right, built to drive leads with commercial, school and home gym options.
The shift
Tell us what your project needs to do, and we will help identify the next step.
The work
The result is a website that can hold its own in the gym. It loads quickly, works properly on every device and puts the products and the fit out service side by side, so a visitor can buy a single piece of equipment or enquire about a whole facility from the same place.
Since launch, conversions have risen sharply on the back of the mobile first design, and the related products and recently viewed sections are giving customers more reasons to stay and buy. Ongoing performance monitoring after launch, combined with advertising campaigns and a strong organic strategy, has NC Fitness going from strength to strength.
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