Case Study: PureGym lifts sign-up conversion with AB Tasty experimentation

Key results

The challenge

PureGym, operating 450+ UK gym locations, wanted to simplify gym selection and improve progression through its sign-up funnel across thousands of daily digital interactions.

The solution

Using AB Tasty Web Experimentation, PureGym built a repeatable testing routine across product, data, development and marketing teams, including a sticky pricing-visibility test.

The results, in context

Increasing pricing visibility with a sticky element produced a 3.4% conversion rate lift and improved funnel progression, while establishing a repeatable experimentation practice.

Products used