Virgin is “the world’s leading health club” and a truly global brand, with 1.4 million members in 238 clubs worldwide.

We worked with London design agency Human After All on a digitally led discovery project to re-strategise the Virgin Active e-commerce website. Our strategy work covered everything from persona and user experience to search engine optimisation and re-platforming technical direction.  The work involved visits to several Virgin sites and talking to many Virgin employees and customers, to gain a multidimensional perspective on Virgin and its stakeholders.

Virgin were seeking to significantly improve user experience and deliver enhanced conversion rates.  To help determine the issues with the existing site we conducted a substantial user experience research project, including, amongst other techniques, eye tracking, click heat maps, user journey mapping and scroll depth analysis.

After several months of work we delivered our in-depth strategy report to the Virgin Active marketing board.  Head of Marketing, Louise Philip told us:  “We asked you to “wow” us- and that’s just what you’ve done!” 

Our findings and recommendations then formed the core of Virgin’s ongoing digital strategy, leading to the development of a new, and highly highly effective, website.