Question

Topic: Website Critique

Please, Critique P90x

Posted by Anonymous on4/27/2009 at 1:58 PM ET 200 Points
Please, critique this sell page:

https://www.beachbody.com/product/fitness_programs/p90x.do

This is our most popular fitness program, P90X. We have been running a lot of tests to be able to create the best working look for this program.

Please, give you opinion, how appealing the design is, if the message is clear, if you be interested in this product, what you would improve.

Thank you!
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RESPONSES

  • Posted byTraceyon4/27/2009 at 5:50 PM Accepted
    Hi Beachbody,

    有趣的-我看过和实际上的“托儿”lly come pretty close to purchasing the product. It's a compelling infomercial and looks like a good product. What stops me is that people tell me it's super difficult. So that's some consumer feedback for you.

    As for your site, it's not a graphic designer's dream, to be totally honest. However, websites don't necessarily convert because of good design. So if you make any changes to the site, I would recommend running a split test with the old design, to see what performs better. A better looking design can, in many cases, actually cost conversions.

    Here's what I like -- The product trial button and the money-back guarantee are prominent. There are reviews, and there are links to excerpts of the video (that is really nice).

    Things you might improve - Make all the linked text one color. None of the other text should be in the same color as the linked text. You could link certain terms like "muscle confusion" to Wikipedia so that people can learn more - this will help convince them of the product benefits, too. If there is no article on "muscle confusion" and other like terms on Wikipedia, consider authoring one. If you author it, it must be unbiased or Wikipedia will take it down.

    SEO - Your title tag and meta description are too long. Your title tag should be 85 characters or fewer (including spaces), meta description 120 or less. You should avoid using any special punctuation (like the exclamation point and apostrophe). Hope that helps.
  • Posted byJay Hamilton-Rothon4/28/2009 at 8:56 AM Member
    Make your guarantee more obvious (I didn't see it within the blue circle to the left of the YES! button).

    A couple of testimonials (with before/after photos from "average" people) would help (on the home page).

    The "results may vary" in small type at the bottom of the page doesn't inspire. Why not show the true expected results (based on your studies of different ages/genders/frequency)?
  • Posted byLinda Whiteheadon4/28/2009 at 10:38 PM Accepted
    I gather your primary target audience is male although I do see a couple of female photos. The design and graphics are definitely "male oriented". If you are trying to target women as a secondary audience, I would say you are not succeeding. However I do agree that it does make sense to target males specifically.
    If I see a landing page like this, I worry that it is a scam. The look and feel of the design is actually similar to a number of "scam' sites I have seen-no offense intended. I would suggest strengthening the testimonials. Have actual video testimonials. (Your use of video for the different workouts is great). Ask people if you can use their full name if possible. Try to legitimize the landing page as much as possible. Limit the number of fonts you are using for a cleaner look. I agree that the Guarantee needs to stand out more-perhaps you can have testimonials attached to the Guarantee.
    You might consider an ongoing newsletter on the topic of fitness. You can get people to register who aren't necessarily ready to buy, but whom you can nurture along as leads.
    Good Luck

    Linda Whitehead
    Zuz Marketing
  • Posted on4/29/2009 at 6:08 PM Member
    I have also seen the infomercials. I get the concept of muscle confusion and it sounds plausible as a way to achieve fast results. However, I think most people will find the ripped body in 90 days as over-promising results. Your website can go a long way to demonstrating what you deliver.

    You seem to be targeting a young audience for Extreme Fitness. Is this you intention? Your informercial starts with already fit people and sculpts them into very fit people. What about the masses with masses of asses? Maybe you have a 90 day program of intense workouts.....and a 180 day program for people who need to go at a slower pace.

    You have too much information packed on the page. Divide up the content with navigation. I would recommend creating a section for the 12 workouts. Maybe you have another section that shows the daily results over 90 days of a user. Actually show the results possible.

    Do you have other web marketing tools in place? Pay per click advertising? Seach engine optimization? E-mail marketing? Cross marketing with nutritional foods?
    If you would like to discuss some of these options, I can be reached at kenp@thinkhmh.com

    Ken Pearce
    HMH
  • Posted on5/2/2009 at 12:03 AM Member
    Too busy. Too much information on the page. It's not that it doesn't look good there is just too much information overload. Place a few tabs on top and let people choose to learn more about the different aspects of your program.

    With so much information your overall message gets lost. You want people to get the overall message quickly then hit them with an action such as click to buy now etc....
  • Posted byLinda Whiteheadon5/11/2009 at 12:37 PM Member
    Hi, just wanted to clarify-my suggestion for the newsletter was to have a sign-up for it on the landing page as a way to generate more leads.
    Also your video testimonials are great-however they are not that obvious on the landing page. Why don't you embed a video on the landing page instead of the static testimonial? I think that will be much more powerful.
    All the best,
    Linda
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