WHAT'S WORKING
Clear value proposition
The page quickly communicates what the Performance Lab offers and the range of testing services available. I was able to digest the gist of it on the first pass.
Strong mobile experience
The page is responsive, easy to navigate and performs well across mobile devices. It's easy to imagine that a lot of the traffic comes from mobile, and good responsive design provides a solid foundation for conversion.
Comprehensive Information
The page answers most of the important questions and information I'd expect before purchasing. Enough substance to support informed purchasing decisions without requiring external research.
Opportunities for Growth
Product card functionality is not obvious
At first glance it was not immedietly obvious that the cards able to be clicked and contained an add to cart function. They looked like just plain images.
Why it matters:
Creates friction early in the purchase journey and may reduce conversion.
Hypothesis:
Increasing the visual affordance of each service card (clear CTA, hover state and stronger clickable styling) will increase product exploration and Add-to-Cart rate by inviting interaction.
Success Metric:
Add-to-Cart rate
Conversion rate
Package hierarchy unclear
All packages have equal visual weight, making it difficult to identify the entry-level, recommended and premium options.
Users are forced to compare each package manually, increasing cognitive load and decision fatigue.
Why it matters:
Increases cognitive load and decision fatigue. Users should be able to identify the entry-level, recommended and premium option in under two seconds without reading every feature.
Hypothesis:
Replacing the current layout with a feature comparison table and clearer visual hierarchy will improve package selection and overall conversion.
Success Metric:
Package selection rate
Average Order Value
Trust Signals Buried
The "Meet the Scientist" content is gold for increasing the credibility, yet it sits way below boring practical information such as maps and directions.
Why it matters:
Premium testing services involve a higher level of consideration than impulse purchases. Establishing credibility earlier should reduce perceived purchase risk before users evaluate pricing.
Hypothesis:
Moving expert credentials higher on the page, supported by testimonials, athlete endorsements and customer outcomes, will increase trust and booking intent.
Success Metric:
Conversion Rate
Additional Opportunities
Reduce visual clutter from the unessecary text banner above 'Induvidual Services'.
Introduce stronger social proof throughout the page (reviews? testimonials? athlete endorsements? before/after stories?).
Prioritisation
Nico Baxter | nicobaxter.com | nicobaxterwork@gmail.com