InsideTracker helps athletes optimize performance by testing their blood for biomarkers and then providing plans to help more fully engage those markers. Turns out you don’t need to be a super athlete to join the program, although for now the website is clearly branded towards marathon runners and ironman athletes.
1) Mix / Matched Page: Like the Withings site, the bottom half of this homepage just doesn’t match with the top half of the page. Even the font and spacing doesn’t look the same. The colors are dull and plain and less exciting.
2) Confusion Central: This is the most important of the three boxes because it describes what the customer needs to initially do. However looking at this I have no idea how to give them my blood and what kind of plan I get afterwards. Looking at Step 2, the confusion continues as I wonder what is the purpose of mushrooms, the sun, and a boatload of pills?
1) Replace With This: This “Tour” page should be on the front page, replacing the entire (1) box. Clicking through, the 5 slides track the process of how the program works. This is easier to understand and more descriptive. From these slides I know that my blood will be taken at LabCorp. I actually thought from glancing at the home page that I would have to take my own blood and send it off to the Company, as I did with my spit for 23andMe.
2) What’s Missing: Tab with customer reviews and raves – for a Company that needs my blood, I need to see that athletes love this and that this program works. Recommendations need to have a dedicated page, more than just a few sentences on the front page.
1) Checking Out: Step 1 is filling out my name and DOB, and Step 2 is giving out my credit card information and making the purchase. Really? It’s not even clear to me how this plan will / can optimize my biomarkers yet. Check out should never be Step 2. Step 2 should be an extra page selling the customer again with why they are purchasing the product, solidifying the reason why they are spending $300 or $500 and making the customer less prone to second guessing and ultimately not purchasing the product/service.
2) Guarantee: Is there a guarantee on any of this? Any money back? Maybe an extra month or a free third blood test? Having a guarantee might not only get more people to sign up, but more people = more great reviews and customer quotes.
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