Gymshark + UserTesting

Gymshark first conducted in-depth interviews to review perceptions of their digital spaces. Then they ran unmoderated usability tests with members of UserTesting’s Contributor Network—specifically targeting people who use the apps of Gymshark’s competitors. By asking customers how they perceive banners and other website elements, they understood their visitors’ motivations—as well as their perceptions—of GymShark’s brand and products. 

According to Maxwell Petitjean, Gymshark’s Head of Product Insights, “The UserTesting Contributor Network is wildly informative and useful. Before we went with UserTesting, we would run four tests to get one or two respondents. 50% were unusable. Now we reach almost 100% usability from our test responses!” 

Senior members of the Research Teams took snippets from videos and put them in presentations for leaders in Design and Product Management. Based on these meetings, the Head of Product Management asked them to investigate how and when people choose their sizes, so Gymshark can understand where size selection fits in the buying process. The answer would help drive sales and increase customer satisfaction with their orders. 

According to Petitjean, “Within the first month of using UserTesting, contributors showed us how they purchased Gymshark apparel on their screens. They would often leave the Gymshark purchase process to consult reviews on Google or YouTube before they made their final decisions. That was a bit of a revelation for us. We can’t see it, but now we know it’s happening in the background with a large portion of our potential customer base. And we changed our purchase process so visitors to the Gymshark website can keep items in their carts more easily while moving around the Internet.” 

Checkout rates rose by 11%. And that wasn’t the only area where testing made a rapid impact. After they conducted A/B testing to see how potential customers would respond, Gymshark made their sizing guide more prominent. The number of people who use the revamped size guide rose by 40% within just six weeks. 

Gymshark also has a training and conditioning app that helps customers and reinforces the brand. Based on testing from UserTesting contributors, Gymshark noticed that app users struggled to create a workout plan. After Gymshark fixed the related error, the number of app users doubled within one month!