ClassPass Search Engine Results Page (SERP)
6 months ago, if you searched ClassPass on Google, you would find lots of great articles about the company, our wonderful CEO, and various start-up things. But what if you had never heard of ClassPass but were looking for “Yoga in Flatiron District”? I worked closely with the Marketing team to design new pages to increase our web presence and help more people find us through fitness-related searches.
Potential members looking for fitness classes on Google.
- As a user, I want to find a cycling studio.
- As a user, I want to find a fitness studio in my neighborhood.
- As a user, I want to find a cycling studio in my neighborhood that offers prenatal classes.
- Create an organic channel for acquisition
- Communicate ClassPass's value proposition and give context around our product
- Improve % of sessions with studio click through for organic visitors to SERP pages
- Improve % conversion rate for organic visitors to SERP pages
There were 3 main challenges that we wanted to tackle with this design iteration:
- The layout is not mobile optimized
- Filters aren't discoverable or easy to use on mobile
- Our paths to conversion are not as strong as they could be
First, I played with a couple of different types of organizing and filtering search results.
After some exploration, I found a flow that worked well with our content, and refined it with wireframes.
I worked closely with the engineers on my team and we got the concept out into mobile web.
- Purchases increased 49% 5/19-6/13 vs 4/23-5/18
- Conversion rate increased 19% 5/19-6/13 vs 4/23-5/18
- SEO initiative - Organic search traffic is currently trending +10% WoW, +32% MoM, and +68% QoQ, and has seen 32 record days so far this year