Fitness Your Way, a leading fitness program provider, partnered with SAESO to refine the customer experience on their newly launched website.
As a part of a new website rollout, Fitness Your Way expanded their fitness packages — intended to provide customers flexibility. Doing so doubled the options available but introduced the risk in overwhelming potential customers with too many choices.
We worked with the client to prove that simplified product options streamlined purchase flow and increased revenue. A structured experiment validated hypothesis using real user data — eliminating internal debate and guesswork. With this speed of insights, enabled by A/B testing, the client team could make confident, data-backed decisions, directly improving performance without wasting development cycles.
A/B testing results proved that the simplified product view reduced friction in decision making and increased conversions. Preference also shifted significantly toward higher-margin offerings, with a 35% increase in Click Rate on the most valuable package.
SAESO’s expertise in uncovering behavioral signals surfaced actionable insights about how users navigate choice and commitment. With less friction in decision-making, users responded with greater clarity and stronger purchase intent.
