Chute Boxe

Landing Page Analysis

After opening up a second Southern California gym location, Chute Boxe USA wanted to asses how their new website design, particularly the landing pages, was being perceived by current and perspective gym members.

During this sole research project, I was both primary investigator and analyst. After gauging the primary need of the client, I recruited participants that represented an accurate sample of the demographics of the area and had them complete a personally designed survey that assessed their emotional and motivational reaction to the landing pages of both location's websites. I conducted quantitative analysis of the data, and plotted the results. I also conducted qualitative analysis of word clouds, phone interviews, and the open ends that were included in the survey. I created and presented a PowerPoint presentation to the client that included data visualizations and an concise executive summary followed by an a slide by slide break down of images and emotional responses.

It was found that of the two Chute Boxe sites' (Long Beach and Redondo Beach), the landing pages that featured the female fighter and the group picture both received the target outcome of attractiveness and pleasure and would encourage both physically active and non-physically active residents to investigate the website further. The image of old gloves was the least well received. The poor condition of the gloves was more likely to make the participants think of "trash" or "old" instead of a welcoming gym environment. Also, the prominent image of gloves created a dominate association of boxing, which is not one of the martial arts offered at the gym like MMA, Muay Thai, or Jujitsu. It was suggested that this image be changed to center around gloves that are more closely associated with the offerings of the gym, that are in good condition, and that are highlighted in an image that is well lit in order to increase the brand perception and minimize confusion.