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Web Development | Web Design | Ecommerce
The company was generating lots of original content, dietary advice, workout plans, recipes and training videos, which were being distributed via social media and were receiving extremely positive feedback. While they wanted to continue creating content as part of their digital marketing strategy for the main business, they recognised the commercial potential of providing this content within a structured, subscription-based website, which would also allow members to track their progress and, depending on their subscription level, facilitate two-way dialogue with their team of experienced personal trainers.
This was the origins of the idea behind M10 Life.
The main goal of the website was to create ‘the home of body transformation’. Key to the site’s success was the design and development of a robust, well-structured and user-friendly system that members would enjoy using and would be intelligent enough to guide their personal fitness journey.
As with many similar business models, users are able to sign-up for a one-month trial membership, which then automatically converts to a paid membership. As such, a key goal was to ensure that the trial membership was rewarding and that the user would start to see the benefits and experience great content and decide to continue their membership.
As well as aiming to convert users from their free-trial to the paid membership, another goal was to ‘up-sell’ users from one subscription level to another. M10 Life has three membership levels: basic, elite, and masterclass.
The site therefore actively promotes the benefits of higher subscription levels during the user’s visits to the site, ‘tempting’ them to upgrade.
A key challenge was making the sign-up process as slick and straightforward as possible, removing all barriers and distractions so the user can concentrate on signing up and nothing else. We minimized the number of fields in each form and made completing the forms are straightforward as possible.
Distinction undertook a detailed discovery phase, during which we identified the creative and technical requirements of the new website.
The site needed a platform that would be versatile enough to facilitate effective member/contact management, personalization, streamlined content editing and stability. Kentico was the perfect solution.
M10 are delighted with the resulting website. The site has also received great coverage from personal fitness magazines and websites. Most importantly, M10 Life’s users have given great feedback and find the site easy to use and it’s already making a difference to people’s body transformation journeys.
Having already worked with Distinction for a number of years, I knew they were the company to take on the project of designing my new membership website. It's not been an easy project - we've spent many hours going over the detailed journey that users will go through when visiting the site. It's very important to me that my clients find M10 Life a pleasure to browse through, without any confusion. So far I've received nothing but compliments for the outstanding design, the structured user journey and the presentation of the content. This wouldn't have been possible without the detailed attention that Distinction have put into the design from start to finish.
Mark Coles, Director and Founder, M10
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