Case Study: PureGym achieves a 3.4% conversion lift with AB Tasty

PureGym boosts conversions by 3.4% with AB Tasty

PureGym, a UK-based gym chain with over 450 locations, faced the challenge of minimizing user experience friction that could lead to significant drops in digital sign-ups across its high-traffic website. To address this, they partnered with the vendor AB Tasty to implement a structured experimentation and testing service.

Working with AB Tasty, PureGym built a collaborative testing routine that involved teams from product, data, development, and marketing. This solution allowed them to simplify the user journey, resulting in a measurable 3.4% lift in conversion rates from a test that streamlined gym selection.

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