Reducing Friction in Decision-Making
As part of a new website rollout, Fitness Your Way expanded its fitness packages — intended to give customers more flexibility. Doing so doubled the options available, but introduced the risk of overwhelming potential customers with too many choices.
Data-Driven Decision-Making
BeVerb worked with the client to test whether simplified product options would streamline the purchase flow and increase revenue. A structured experiment validated the hypothesis using real user data — eliminating internal debate and guesswork. With that speed of insight, the client team could make confident, data-backed decisions that directly improved performance without wasting development cycles.
The Impact
A/B testing proved that the simplified product view reduced friction in decision-making and increased conversions — including a 35% increase in click rate on the highest-value package offering. Customer preference also shifted significantly toward higher-margin offerings.