CrossFit is all about high intensity functional movements that are constantly varied to give a good solid and sweaty workout… Let’s use our imaginations here a second, if we were to compare the old Kratos website to CrossFit, it would be laughed at – think of an old dusty treadmill on its last legs; It’s not that it didn’t work, it’s just that nobody wanted to use it.
What we needed to do was create a ‘CrossFit’ website. One that was community centric, functional, and adaptable with the ability to stand the test of time.
When Mike came in to chat through his ideas it was clear that the business identity needed maturing. There were lots of exciting product developments in the pipeline, and it would have been a shame not to showcase them on a site that couldn’t guide it’s users through to checkout, whether they were on desktop, mobile or tablet.
As a brand, Kratos RX’d is edgy and dark, and almost has an ‘underground’ kind of vibe – it’s gritty, and we loved that about the brand. It was a lot of fun to experiment with during the design process, and definitely something we didn’t want to lose sight of.
As far as Crossfit apparel and nutrition brands go- they are popping up constantly. We needed to move quickly in order to ensure that Kratos RX’D stayed abreast of all these fledgling companies, and put a stamp on its share of the market.
“After the design side of the project was signed off, the build was a lot quicker than I ever imagined it would be.”
We built the site using WordPress and WooCommerce as this was the most flexible option given the budget constraints. Using plugins and extensions, we were able to create and define a UX that was a million miles from where it was previously.
Mike can now manage the whole site and inventory himself with ease without spending a pretty penny getting someone else to do it for him, for a growing business reliant on cash flow, this was a no-brainer.
As a sport, CrossFit is hugely community based – this was something that Mike wanted to really take advantage of with the blog area of the site, which was made into a feature area and a sort of homepage in its own right. If a user hits the blog, it will naturally encourage them to be inquisitive and explore the many different articles that are grouped by category.
The WordPress platform was a great fit for this part of the site; with various contributors generating content, limited permissions and accessibility restrictions needed to be easily set and managed.
A great deal of the sites traffic is generated through the blog, so it was important that we got we right.
Not long after the site went live, we suggested an all-singing-all-dancing direct marketing campaign, designed to get people on the site and willing to part with their cash. We decided the mailer would need a small incentive to get people motivated, so Mike chucked in a cheeky 10% off discount code and boy, it worked a treat!
“This campaign alone generated nearly 40% revenue of previous average monthly takings on the old site”.
Structurally, the mail was not too dissimilar from those sent out by the biggest player in the industry, namely Reebok. We knew the layout would resonate well with CrossFitters who regularly receive email updates, and that they would instinctively click through and take advantage of the coupon code.
Kratos was a great project to be involved with, our partnership with Mike was stress-free and meant that we could come up with suggestions and work collaboratively to make something good, into something great in no time at all.
“The site launched and the response we had was tremendous. The feedback we had from customers was great, complimenting the sleek design, ease of use and general user experience.”
This response is reflected in the sites amazing outcomes;
Average traffic on a day to day basis increased by over 56%, with a 16% decrease in bounce rate.
Since launching the site, revenue has increased 216% from the businesses previous best month with the old site, and there are no signs of sales slowing down anytime soon either.