Experiment 1. A/B change #1 - The mission-inspiration-centric approach.

Explanation:

Taking a similar structural approach to Natural Force.

• Focus first on mission of Equip, in the hero section.
• Design LP with lifestyle-image-heavy layout for products.
• Cut out the other copy that’s not directly related to the product or mission

Reason:

• The mission of Equip can help the brand stand apart from ‘other’ supplements. And provides transparency and personality to the brand. Thus improves the trust factor. Also coincides with our findings from our heat map analysis, where user behavior led us to believe it worth running an A/B where products are further down the page so people learn more about Equip before clicking to a product.
  • While not necessary for this initial test, it’d be worth making a CTA in this hero section that clicks on to a mission landing page or about page, so those who are interested can really learn more about the company (and from there products are featured naturally, so that the ability to convert remains just one click away).
• The use of the ‘right’ lifestyle images can lead to a stronger connection between visitors and the benefits of Equip. Vs. just showing the products.
  • It can show them ‘ah, this is how/why equip fits into my life’

Example:

Experiment 2. A/B change #3: Make primary focus on what’s wrong with the status quo

Explanation:

• We make an argument about the issues with ‘the other guys’ but we do so further down the page. With some copy alterations, and a new section or two, we can restructure the current page to focus first on these status-quo issues. So that the narrative is:
  • This is the problem you face/or will face (supplements loaded with crap)
  • This is why it’s such a problem (crap is bad for your body, for many reasons - stats/research here would be great)
  • Equip was made to save you from this crap (think ‘mission of equip’)
  • How Equip differs from competitors, cta to products
  • How we help you get your daily dose of nutrients, naturally

Reason:

• Worth testing what the mindset of the visitors are. Are they in the camp of ‘I’m tired of crap found elsewhere. And I want someone to call them out”? If so, then this page would resonate with them.
  • And it would for folks who are like “Equip sounds good, but I could probably get that crap at Walmart or GNC, right?”

Example (very loose example, as we’d build it out more and refine the copy to make it more appropriate. For the example we grabbed existing assets from the website only to demonstrate the five bullet points above). Note that the numbered comments are saying what the section would talk about, not the specific image they may be sitting on.