Sports nutrition site redesign: +17% conversion (before/after)
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsA full website redesign was followed by a 17% rise in conversion rate for a sports nutrition brand.
Blend Commerce built the relaunch in 2023. This was a before-and-after comparison of a whole new site, not an A/B test, so no single change can take the credit.
- Conversion rate: +17%.
- Store revenue: +23%.
- Reached-checkout rate: +25%.
- The comparison period was not stated, so seasonality can't be ruled out.
The change
The new product page adds certifications, ingredients, how-to-use and athlete proof.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The brand's previous website.
Variant
A new site with athlete ambassador sections, reviews and press, richer product pages covering certifications, ingredients and how to use, and a Rebuy smart cart showing free shipping.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Athlete ambassadors and reviews give proof that matters to a sports audience.
- Certifications and ingredients answer the safety and quality questions supplement buyers often have.
- A cart with upsells and free shipping info gives shoppers a reason to finish the order.
Caveats: This was a full relaunch measured before and after, not a split test. Many changes went live at once and the comparison period was not shared.
Who ran it
Blend Commerce ran this test for a sports nutrition brand and published the results (Blend Commerce case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we add athlete proof, certifications and ingredient details to product pages, then conversion will rise because supplement buyers need to trust what they are putting in their body.
- Primary metric
- Conversion rate
- Guardrails
- Reached-checkout rate
- Average order value
- Subscription uptake
- Who should test it
- Supplement and sports nutrition brands with athlete ties and products that carry certifications. If you are planning a redesign, test the main ideas one at a time first so you know which ones work.
Questions
Does a website redesign increase conversion rate?
It can, as here with a 17% rise.
But redesigns also fail often, and before-and-after numbers mix in seasonality and marketing changes.
What product page content matters most for supplements?
This relaunch focused on certifications, ingredients and how-to-use guidance.
Because they shipped together, the source can't say which one helped most.
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