Peloton • Select Work

Peloton provides a corporate benefit to hundreds of company partners that includes discounts on the equipment as well as free or discounted app membership. It’s a compelling benefit for those who like to take health & fitness classes, but there were clear problems with the benefit enrollment flow. Only 7% of users who actually took action to enroll, demonstrating interest, actually finish enrolling in their benefit. This is surprising since it’s provided to them for free.

We also heard from 50+ users/mo who thought they claimed the benefit, but didn’t actually complete the process, indicating confusion with the flow. As the corporate wellness design lead, I redesigned the entire flow from start to finish to modernize and optimize for enrollment conversion. Below is a preview of the flow – the first landing page that a user would see, explaining what they receive with the Peloton benefit and prompting them to search for their company.

Peloton receives 40% of its annual sales during holiday season, so it should come as no surprise that we run many tests to optimize our site ahead of the holidays.

This year, we tested a goal-oriented hero section on our homepage that linked out to 6 different landing pages to drive conversion and set the perception of Peloton as a product people can lean on to achieve their goals. This was for top-of-funnel customers who don’t know much yet about Peloton. Our goal was to have high engagement on the landing pages, achieve flat overall conversion and flat add-to-cart rates.

I designed 3 of the pages (shown below), marketing Peloton as a service that can help support your weight goals, age healthily, and build a routine. An A/B test has run for 2 weeks on the homepage, and we saw a 26% boost in clickthrough rate on the new design’s hero, marking extremely high engagement. We also saw +2% in traffic to the product landing pages and +6% conversion, indicating that more users are getting down the funnel and completing their purchase. This all marked a successful project, and we’ll be rolling out this experience post holiday season.

Lululemon x Peloton Landing Page

As part of multi-year deal with Lululemon, Peloton provides special promotions for Lululemon members, to be claimed online. As the Corporate Wellness designer, I design all of the microsites and landing pages to make this happen. This is one of the promotions – an extended free trial on the Peloton App. The launch of this landing page resulted in a ~660 new app downloads thus far – all users who could likely convert to paying members.