Econofitness and its new e-commerce storefront

With a growing offer, Econofitness needed to modernize its public site and member area: guide subscriptions, facilitate daily management for its members, and reduce internal operational friction. The redesign prioritizes utility and performance, for both consumers and site administrators.

• Understand and diagram: User scenarios allowed us to break down the decision: gym → package → extras into autonomous starting steps.
• Create to encourage action: To translate the brand into the design, create clear micro-texts, manage "human" errors, create persistent and relevant CTAs.
• Optimize to reduce friction: Optional account creation, saved preferences, allow any operation without calling; provide visibility on payments, renewals.
• Develop beyond best practices: Measure & iterate: GA4/GTM instrumentation, tools for A/B testing, step-by-step tracking (funnels).
• Analyze to better iterate: Creation of a GA4/GTM monitoring plan pre-launch, tools for A/B testing, step-by-step tracking (funnels), with the aim of constantly optimizing, even after deployment.
   

A more modern and faster site, designed mobile-first and accessible. The centralization of journeys and the self-service member area have reduced customer service requests (contracts, payment changes, recurring questions). The team has better control over content (templates, publications, autonomous updates), which speeds up time to market. Since going live, SEO performance is up: more qualified organic traffic, better covered local pages, and better visibility on "near me" searches. Since going live, the collaboration has entered the optimization phase to constantly improve our main indicator, the conversion rate.