💪 How XXL Nutrition achieves an XXL conversion

About the company

Started in 2005 XXL Nutrition by supporting fanatical athletes in finding the right supplements and food. Back then from a garage, but they have now grown into one of the largest supplement websites in the Netherlands and Belgium.

The challenge

At the beginning of this year, XXL Nutrition decided to further express their expertise online by giving customers more advice in the purchase process. General manager Guus van Nunen says: “Take the protein supplements: customers come to a page with 36 types that look very similar. They can experience stress and think: what should I choose now?”

There is no dispute about taste, including proteins. “You can often still decide for yourself which taste you like,” says van Nunen. “But how the product is structured and what time of day is best to take it is slightly different.” For example, proteins are available in shakes, bars and meals, but what you should choose depends on your personal situation: what do you want to achieve with exercise? Is it your goal to lose weight or build muscle?

The solution

In a short time, XXL Nutrition made three different product finders that help customers choose the right protein, creatine, or pre-workout supplements. The customer answers a few questions and then arrives at a personal, customised range of supplements.

I can be brief about making the product finders in Aiden: it's very simple. — Guus van Nunen

Results

We can also be brief about that: XXL Nutrition's three product finders have a conversion rate of no less than 18.9%, 20.4% and 22.4%. In other words, out of 1,000 decision help sessions, more than 200 end in a purchase. That's just an XXL conversion!