Adding Muscle to a National Health Club Chain’s Mobile App

Adding Muscle to a National Health Club Chain’s Mobile App Get in touch
DREAM. DELIVER. ELEVATE.

When a previous version of their mobile app offered little beyond barebones functionality, PeakActivity was tasked with transforming the app into a robust tool to help build brand loyalty, increase member engagement, and support in-app promotional messaging, all while creating a more personalized user experience.

STAGE 1: DREAM

During the Dream Stage, we had a series of conversations about the shortcomings of the existing app; what areas needed to be improved, and what would need to be built from scratch. Beyond the immediate pain points, we also asked our clients to share their goals for the future because, for us, the initial engagement isn’t a one-and-done scenario but rather the first step on a journey towards helping our clients achieve lasting success.

As a result of these discussions, and a comprehensive audit of their existing app, the following issues were identified: 

  • Lack of Personalization: Oddly enough, in an industry built to cater to the specific needs of the individual, the app offered gym members little in terms of personalization opportunities, such as workout tracking and other like features.
  • Lack of Location-Specific Functionality: Members were not able to sign up for fitness classes at specific locations, nor were they able to find out what amenities were located at the individual gym level. 

INITIAL RESULTS

70K

App Downloads

 

+60%

Daily Active Users
  • Outdated  Check-In Process: Members were still required to scan a key fob. This not only slowed down the entry process but it advertised to members that the gym was behind the times. This specific issue was one that the previous agency was unable to solve. 
  •  Rewards Tracking and Redemption: While members earned rewards and loyalty points there was no way for them to track their points or redeem them for merchandise via the app.
  • Integration with Member Services Partners: While the client offered its customers additional benefits through a network of business partners, customers were unable to fully access these benefits through the app.

After discussing our findings with the client, we then developed a strategic roadmap that not only guided our initial efforts but laid the groundwork for future work, as well.

Let’s Connect

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals. 

STAGE 2: DELIVER

After identifying the most pressing challenges and creating an engagement roadmap, we developed and implemented our first wave of solutions:

  • Digital Express Check-In: Through the use of QR codes and on-site scanners, members could check-in to the gym quickly and seamlessly upon entry with their phone.
  • Google Maps Integration: By providing members with search and location services, members now had the ability to view class schedules and times at their home gym.
  • Sign-Up For Personal Training Sessions: Members could now sign-up for personal training sessions directly through the app.
  • Digitally Track Workouts and Rewards Points: Unlike the earlier version of the app, guests could now track their workouts and redeem their rewards and loyalty points for branded merchandise.
  • Access to Relevant Information: The app now provided a wealth of information including articles on health and fitness, healthy recipes, suggested workouts, and live gym events.

INITIAL RESULTS

By providing a full complement of talented team members and arming them with the right digital tools, we were able to achieve the following initial results:

70K

App Downloads

5.5M

Page Views

+60%

Daily Active Users

STAGE 3: ELEVATE

Our Elevate stage can mean many things—from the incremental improvement of a product to—as in this case—a quick pivot in response to a global pandemic that shuttered our client’s doors and left them scrambling to find a way forward. 

Working with our client, we developed ways to help members stay engaged and healthy during a very difficult time. 

Free On-Demand Workout Videos: Helped client develop a deep online repository (800+) of on-demand workout videos from Les Mills.

Code of Conduct Documentation: Created code of conduct documentation explaining gym procedures in order to keep members safe during the COVID crisis.

Request a Review of your Mobile App

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals

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Top 10 (+1) Things to Expect From a Great Marketing Partnership

While you may understand the products and services that a technology and marketing company provides, what about things that are less tangible? Have you considered how a great partner should act? What a true 360º engagement looks like? Here’s a list of what to expect when you’re expecting a great technology and digital marketing partnership.

Expect to be Heard

A great partner should create an active-listening environment where you feel completely comfortable sharing your thoughts, objectives, and concerns, free of judgment or condescension. To be clear, your tech and marketing partner is expected to bring a clear point of view to the table based on knowledge of best practices and data revealed by analytics. Your voice, however, brings nuance and insights into your business objectives, particulars, and pain points, as well as those of your customer, thus completing the picture and making sure your project gets off on—and stays on—the right foot. 

Expect Transparency

Projects should be implemented in an iterative fashion. This will ensure that you’re well aware of the progress at any given time and will be afforded meaningful and regular opportunities to provide feedback. While that feedback won’t necessarily change the trajectory of the work in progress, it should be thoroughly and objectively considered and fairly discussed.

Expect True Partnership

Partners complete each other (yep, we’re not above paraphrasing movie quotes). Your partner should complement your organization. That means they should provide everything from leadership and strategic planning to tactical resources across the project. Your partner should fill the gaps in your knowledge, and be prepared to provide the resources and talent to provide 360 coverage and bring your project to successful completion.

Expect to Own Your Products

With the exception of licensed technology, you should expect to own your code. Should you decide to move to another partner, you should expect a smooth transition and transfer of knowledge and access to software and tools without the intervention of legal teams. 

Expect a Clear Post-Launch Path Forward

Delivering your initial product is just the first step. After your product launches, you should expect a partner to immediately and clearly articulate the next steps. Usually, that will start by building an implementation roadmap for fast followers—those items of importance that may not have made it into the minimum viable project (MVP) launch. From there, the sky’s the limit, but at the very least, a path to iterative improvement should be outlined.

Expect the Promotion of a Culture of Testing

Testing can represent a significant—and at times uncomfortable—shift for businesses. Your business initiatives may traditionally come in the form of directives from above or dictated by the loudest or most charismatic voices in the room. Breaking that pattern can be difficult. Testing is a great way to allow other voices to be heard, hypotheses to be presented, and the best data-driven solutions to rule the day and drive business success.

Expect a Range of Solutions Tailored to You

The world runs on relationships. Sometimes this is great. Other times, not so much. For example, your technology partner may have a preferred search vendor, but the pricing or functionality may not align with your specific requirements. Your partner should refrain from trying to shoehorn your needs into the wrong solution but should provide you with a number of options tailored to your needs.

Expect Right-Sized Tools and Services to Grow Your Business

Whether they can provide them or recommend someone who can, your partner should help you navigate the vast array of digital options available to you to grow your business after your initial engagement. For example, you’ve just relaunched your website, now how will you market it? Expect 360-degree solutions, or expect to under-leverage your investment.

Expect Your Partner to Speak Out of Turn

This may sound counterintuitive, but a partner who focuses on your business with blinders on does your business a disservice. Implementing search without discussing the state of the data is a miss. Running an email program without identifying underlying merchandising issues and shortcomings, is also a miss. Your partner should shine a light on your blind spots.

Expect Cross-Functional Coordination

If your partner is providing you with a range of services across multiple teams, expect those efforts to be clearly coordinated so that your product is consistent and efficiently run. 

Expect to Have Fun

Bringing your marketing solutions to life and growing your business is exciting stuff, and should be fun! Expect active, and enthusiastic engagement. Brainstorm, toss out crazy ideas, launch loon shots without fear. Your partner will lay out and test ideas, make them clickable before any expensive code is committed, run usability tests, iterate and improve and get a product in front of your customers that will delight them and enrich you!

Would you like to speak with us about a current marketing or technology challenge?

Fill out the form below or visit our About Us page for more information.

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How PeakActivity Helped a National Wine & Spirits Retailer Build an in-House Digital Team From the Ground Up


How PeakActivity Helped a National Wine & Spirits Retailer Build an in-House Digital Team From the Ground Up

Get in touch
DREAM. DELIVER. ELEVATE.

Four years ago, our client concluded that their digital ambitions would never be realized with the internal teams they had at that time. They came to PeakActivity to help refine their digital strategies and to build a strong team to execute against them.

STAGE 1: DREAM
The first step we took in the Dream Stage was to conduct a thorough audit touching on three key areas: the client’s staffing resources, the state of their progress towards reaching their eCommerce goals, and challenges that stood in the way of achieving those goals. As a result, we identified the following issues:
  • Insufficient Staffing: This was, by far, the most important challenge to overcome. The client simply did not have the people they needed to achieve their immediate eCommerce needs. Regardless of whatever strategies and tactics we put in place, their success would hinge directly upon finding and building the right team to execute them.
  • Outdated Thinking: Integrating new thinking and new approaches required a cultural change within the organization. Identifying ways to bring about that change with as little friction as possible, was a key challenge to overcome.

Client: Wine & Spirits Retailer

Services Provided:

  • Staffing
  • User Design & Experience
  • Website Development
  • Mobile App Development
  • eCommerce Strategy
In a series of frank, collaborative sessions, we discussed these challenges openly and began to craft a roadmap for moving forward.  While the Client’s immediate needs were the focus of our initial engagement, we also talked about the future. Unencumbered by timelines and budgets, we brainstormed the client’s hopes and dreams for their business, and how PeakActivity could help achieve them. But first, we had a team to build.

Let’s Connect

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals. 

STAGE 2: DELIVER

With priorities clearly defined and a carefully constructed project roadmap in hand, PeakActivity took its first critical steps on the path to creating a future-looking eCommerce practice for our client.

  • Expert Talent: First and foremost, we immediately tapped into our vast network of on-site and off-site talent resources, ultimately identifying and deploying a dedicated team of 40+ world-class eCommerce experts from such companies as Apple and Office Depot, which included:
    • Director-Level Management
    • User Experience (UX) Designers
    • User Interface (UI) Designers
    • Product Managers
    • Mobile Developers
    • Quality Assurance Analysts

It’s worth noting that the members of the team not only had to excel at their core skill sets, but do so while adhering to and developing code for complex state and local laws governing the sale and delivery of alcoholic beverages.

We then established an Innovation Hub in which the team could work as a single, unified unit focusing solely on developing and nurturing their ideas to their fullest potential.    

Locating this Innovation Hub away from the corporate offices allowed us to side-step some of the cultural barriers to innovative thinking, and fostered the kind of start-up energy that has produced consistent results over the years. We are proud to say that the agile approach to the work, combined with the experimental energy of the Innovation Hub have contributed to creating a synergy between corporate and Innovation that have produced outstanding results in the following areas: 

  • Consumer-Facing Mobile Application: The assembled team immediately began work on developing a robust consumer-facing mobile app offering customers the enhanced convenience of either in-store or curbside pick-up, as well as home delivery. 
  • In-Store Associate Applications: The team also developed multiple in-store apps for associates that improved productivity, inventory control, pick/pack/ship or customer pick-up processes, and receiving. These processes were previously performed via a 10-year-old legacy system and paper forms and binders.
  • Enhanced B2C Website: Select improvements to the client’s website offered customers a more intuitive user experience. This was supported by digital marketing strategies designed to address immediate needs, as well as lay the groundwork for future marketing efforts.

INITIAL RESULTS

By providing a full complement of talented team members and arming them with the right digital tools, we were able to achieve the following initial results:

+80%

Overall conversions

+116%

New visitors conversions

-195%

Reduced bounce rate

STAGE 3: ELEVATE

The initial results provided us with more than just numbers: they were promising signs that we were on the right track towards completely transforming our client’s eCommerce business. Today, we continue to gauge our client’s talent needs in order to meet their growing eCommerce goals, as well as prepare them for new opportunities—such as modernizing and digitizing their receiving processes on the store side and continuing to push the envelope in B2C mobile and web enhancements. 

This engagement once again reminds us that, the success of anything—particularly in business—still hinges upon having the right people in place. And, that technology is simply a tool. But, when wielded by the right people, and the right partner, that tool can accomplish amazing things. 

Let's Talk About Your Talent Needs

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals.

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Digital Disruption: Review, Align, Attack

You can embrace the changes that come with market disruption. Here's how.

Q: Are you leveraging market changes to grow your business?
A: Steal market share with a 3 step method for quick & effective digital solutions.

“Right now is the perfect time to think about a new paradigm,” explains PeakActivity CEO, Manish Hirapara. “Once you embrace change, it becomes a catalyst for growth.”

In the current market, businesses are hard-pressed to find solutions that meet consumer demands. It’s not enough to be online—companies must have a digital presence that’s adaptive, value-driven, and consistent across platforms.

How is digital disrupting business models?
Digital disruption occurs when new technologies create a shift in the marketplace. For example, digital entertainment subscriptions created a monumental disruption in how we access and enjoy movies and television. More recently, retail and food industries were upended when social-distancing measures became mandatory. Suddenly online ordering and eCommerce solutions became essential. The best thing businesses can do when challenged by disruption is to embrace change. Lean into new technologies. Enter new markets. And earn a reputation for ingenuity.

The New Rules for Marketing Your Brand

Quickly and effectively. Market changes are opportunities for businesses to ask questions and offer new solutions for customers. In many ways, the success of digital transformation relies on a company’s ability to embrace it.
  1. Review. Start by identifying immediate needs and evaluate the industry landscape. For an even wider view of the market, look for adjacent industry trends and new ways to generate revenue. “Take a look around,” Manish suggests. ”Be systematic in your approach” and get a full scope of how to make improvements. It’s also important to weigh the long-term value of digital changes to ensure that they can deliver beyond the issue at hand.
  2. Align. “Once you’ve figured out where you stand in the landscape, figure out how to align yourself with where things are going,” Manish explains. Alignment means that leaders must accept the changes and explore new paradigms for commerce. Think through potential products and services to be offered in light of market changes. The key to alignment is getting senior leadership involved to understand any financial impacts and to seek out a middle ground. From there, a business can figure out how to go to market. 3. Attack “Whether you’re a solopreneur, a retail location, a restaurant—it doesn’t matter,” says Manish. “Digital is a place where you should be investing, no matter what.” To make an impact, work out a strategy and strike while the iron’s hot. When there is an opportunity to steal new market share, pursue it with vigor, and be ready to adapt to new environments.
  3. Attack. “Whether you’re a solopreneur, a retail location, a restaurant—it doesn’t matter,” says Manish. “Digital is a place where you should be investing, no matter what.”

    To make an impact, work out a strategy and strike while the iron’s hot. When there is an opportunity to steal new market share, pursue it with vigor, and be ready to adapt to new environments.

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Performing a Digital Business Audit

While looking ahead to a new year of marketing projects, it’s a good idea to include a digital business audit in your plans.

It is typically recommended that a business perform a marketing roadmap audit at least once per year. 

Depending on your business, you may even want to consider running them more frequently. The more often you perform an audit, the more you will learn about your company’s digital footprint. 

For example, Peak Activity takes a holistic approach to digital business audits by performing in-depth analyses that include marketing, technology, and operations to ensure the best possible experience for customers.


What is a Marketing Roadmap Audit?

A marketing roadmap audit is a comprehensive report detailing the strengths, weaknesses, and milestones of your marketing efforts. 

This often includes an assessment of your omni channel experience by breaking down the following:

  • A/B Testing Results
  • Brand Identity
  • Brand Messaging
  • Conversion Rate Optimization
  • Email Marketing
  • Google AdWord campaigns
  • Search Engine Optimization
  • Site speed
  • Social Media
  • UX/UI
  • Website Compliance
  • Website Conversion Paths

Why Do I Need a Marketing Roadmap Audit?

A marketing roadmap audit is all about insight. It can offer a fresh perspective on your business with data-driven reports that support industry best practices.  

Whether your business has grown, downsized, or stayed the same in the past year, it’s important to understand why. 

Suppose your key distribution center experienced a natural disaster in the past year. To get a realistic picture of how the company performed throughout the year, you will likely need to consider the conditions or effects of the disaster that may have had a lasting impact. If you discover that a halt in operations created an additional set of problems, your roadmap audit can shine a light on any adjustments needed for the next year.

To put it simply, in order to get where you’re going, you need to know where you’ve been. Therefore, a marketing roadmap audit is your starting point for a new year of plans.

How to Perform a Marketing Roadmap Audit

A marketing roadmap audit can be a huge undertaking. Depending on the size of your business and the industry, you may be able to perform your own audit, but many businesses tend to hire an outside agency for their expertise.

The nature of an audit is to examine previous records, which means that you’ll need to start by reviewing the business plans and goals from the previous year. 

Questions to consider may include: 

  • Were timelines adhered to?
  • Were goals met?
  • Were there any unforeseen circumstances that impacted sales?
  • Did you stay within the budget?
  • What were some of the pain points experienced?
  • What were the most successful topics for content?
  • What are customers saying/experiencing?
  • How do we rank among the competition?

Data and insights should be analyzed separately, as well as a broad overview. To understand how things should work, it’s important to have a firm grasp on how they currently (or previously) work. Planning for the future becomes much more manageable once past issues are addressed. 

If you’re interested in contracting PeakActivity to perform your marketing roadmap audit, contact us and we can help!

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How to Measure the Impact of an A/B Testing Program

A/B Testing Program Overview

Below you will find an approach on how to better attribute and measure the impact of an A/B Testing program. If you find yourself asking any of the following questions, throughout your A/B Testing journey then you have come to the right place.

Problem Statements

What is the dollar value of an A/B Testing program?

How long should we attribute incrementality for the “go-forward” winning experience running at 100%?

How can I make sure I am running meaningful tests?

We are running all these tests but I am not seeing it hit my bottom line.

Benefits of a Positive Workplace Culture

What

This document is designed to show the total incremental revenue gained/lost for all tests run. This approach uses revenue per session as the primary metric to determine incremental revenue. 

“All data has its beauty, but not everyone sees it.”
Damian Mingle

How

This is a winning A/B test that ran at 50/50 for 35 days. 

STEP 1 - Calculate revenue per session

Control RPS = (Control Sales: $2,081,976 ÷ Sessions: 62,000) = $33.58
Test RPS = (Test Sales: $2,181,976 ÷ Sessions: 62,754) = $34.77

STEP 2 - Calculate AVG Sales Lift

Avg Sales Lift = ( $34.77 ÷ $33.58 ) -1 = +3.54% NOTE: It’s important that this metric is at statistical significance( >95% confidence).

STEP 3 - Calculate the cost of running test

Explained: If the control sessions were to receive the test variant we would expect to get the same sales lift that the test variant received. Cost of running test = ( Control Sales: $2,081,976 * Avg Sales Lift: 3.54% ) = $73,783

STEP 4 - Calculate multiplier for traffic split

Explained: This is more important for multivariate tests. Standard A/B or 50/50 test uses a multiple of 2x. This is needed to forecast what this experience will receive while running at 100% Total Sessions = 62,000 + 62,754 = 124,754 Control Traffic Distribution = 62,000 ÷ 124,754 = 49.7% Test Traffic Distribution = 62,754 ÷ 124,754 = 50.3%

STEP 1 - Calculate revenue per session

Control RPS = (Control Sales: $2,081,976 ÷ Sessions: 62,000) = $33.58
Test RPS = (Test Sales: $2,181,976 ÷ Sessions: 62,754) = $34.77

STEP 5 - Calculate Value of the Change if Rolled Out 100%

Value = (Cost of running test $73,783 * Multiplier 2.01) = $148,463

STEP 6 - Calculate Value Gained from Testing Period

Value = (Cost of running test $73,783 – $148,463) = $74,680

STEP 7 - Forecast Incremental Revenue for Experience at 100%

Test Duration = 35 days Avg Sales Per Day = ($148,463 ÷ 35) = $4,241 Projection = ($4,241 * 120 days) = $509,018 Explained: We recommend a 120 day forecast due to the always changing ecosystem. customer behavior, seasonality, promotions, site re-designs, development updates, and further A/B Testing make it difficult to expect consistent incremental lift for more than 120 days. You may also choose to run a winning test at 90/10 or 95/5 so you ensure that the experience is not negatively impacting KPI’s over time.

STEP 8 - Calculate Overview Program Value

Program Value = ( Winning test + Losing tests + Cost ) Winning test: Steps 1-7 Losing tests: Steps 1-3 negative number. Cost: We found that it costs ~$8-10K per test after meetings, creative design, test plans, analytics, development, and QA. For accuracy, we recommend that each program does their own cost calculations.

Summary

As we start running more tests we will want to show that the program is profitable. Using this process we can keep track of our win/loss ratio, our incrementality, goals, and more. This can validate that we are running impactful tests with meaningful hypotheses.

Not all tests will have RPS as a primary metric however we feel it should still be reported in the same fashion. This attribution model is not meant for all A/B practices however, all A/B practices should have some sort of program overview in place.

Useful excel formulas
Statistical Significance
NORMSDIST(ABS( test avg sales – control avg sales)÷√ ( test std sales^2 ÷ test sessions + control std sales ^2 ÷ control sessions )

Confidence Interval
CONFIDENCE.NORM (alpha 0.05, standard dev, size)

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