Case Study: Gymshark improves checkout, sizing, and app performance with UserTesting

How the UK apparel maker used human insight to improve their apps and their website in just a few months

Gymshark, the fitness apparel brand, needed a better way to understand how shoppers were behaving during the purchase journey and why some were dropping off. Using UserTesting, the team discovered that many customers left the Gymshark checkout flow to compare reviews on Google or YouTube before deciding, revealing hidden friction in the buying process.

With UserTesting, Gymshark made cart access easier as shoppers moved around the web, improved the visibility of its sizing guide through A/B testing, and fixed an app issue that was making workout plans hard to create. The results were significant: checkout rates increased by 11%, sizing guide usage rose by 40% in six weeks, and app users doubled within one month.

Gymshark

Maxwell Petitjean

Head of Product Insights