# Sports nutrition site redesign: +17% conversion (before/after)

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Social proof, authority & press, Layout, fonts & visual design, Cart drawers & slide carts
- Date shared: 2023
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/our-work/sports-nutrition-brand
- Page: https://liftarchive.com/test/sports-nutrition-brand-site-relaunch/

A 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.

## Result

**+17% conversion (before/after)**

- Conversion rate: +17%.
- Store revenue: +23%.
- Reached-checkout rate: +25%.
- The comparison period was not stated, so seasonality can't be ruled out.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Reached-checkout rate
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/sports-nutrition-brand-site-relaunch/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.