Case Study: ClassPass achieves a 10% sign-up lift with Optimizely

ClassPass overhaul website design with 10% increase in sign up rate using Optimizely

ClassPass, the fitness and wellness platform, wanted to improve its end-to-end website signup experience after user feedback showed confusion around its credit system and other friction points. Using Optimizely Web Experimentation, the company launched a comprehensive mobile website redesign backed by prototype testing, A/B experiments, and cross-functional collaboration across marketing, UX, and engineering.

Optimizely helped ClassPass test and refine new signup flows, clearer explanations, and faster, more intuitive page designs while preserving performance. The result was a 10% increase in sign-up rate, doubling the original 5% goal, along with 8 prototype tests and 10 A/B experiments during the redesign.

ClassPass

Nina Bayatti

Director of Conversion Rate Optimization