Johnson Fitness

Conversion Optimized eCom Website

Since 1975, Johnson Health Tech (JHT) has specialized in designing, producing, and marketing high-quality fitness equipment. Over 40 years, JHT has become a major player in the fitness market, now standing as the largest fitness equipment manufacturer in Asia and among the top three globally.

Their dedication to product innovation, quality, and unmatched customer service has made JHT a world leader in fitness solutions. Their brands, sold in over 60 countries, cater to both professional industries and home users, truly representing the best in global fitness solutions.


Johnson Fitness faced three key challenges: An outdated website that failed to attract customers and drive conversions, the high price point of their premium products necessitating a strategy to justify their value, and a slow, poorly structured website that hindered user navigation and experience.


Modernizing Online Presence

The main challenge was updating an outdated website that wasn’t attracting customers or facilitating conversions, despite a wide array of products, and doing it ASAP.


Premium Product Positioning

It was essential to optimize the website to highlight the value and benefits of their high-end fitness equipment, justifying the investment to potential customers for their home gyms.


Website Performance Optimization

Enhancing the website’s speed and user experience to facilitate the customer journey and improve engagement and retention rates.


Having navigated the challenges, the second chapter of our client’s journey outlines the strategic solutions and innovative methodologies we employed to overcome obstacles. Here, we illuminate the transformative steps taken to turn challenges into opportunities.

Website Restructuring

The website was redesigned to be user-friendly, with intuitive navigation and fast loading times.

SEO Optimization

Focusing on positioning Johnson Fitness as a premium brand, the website was optimized for search engines to enhance visibility and authority in the fitness equipment industry.

Checkout Process and Marketing Strategies

The checkout process was streamlined for ease and clarity. Additionally, abandoned cart and repurchase email sequences were implemented to enhance customer retention and engagement.

We upgraded Johnson Fitness's digital presence, optimizing their online interface to showcase premium fitness equipment, resulting in a user experience that's as seamless and powerful as the machines they sell.


Enhanced User Experience

The revamped website provided a more engaging and efficient customer journey.

Increased Visibility

SEO optimization led to higher search rankings, attracting the right audience.

Improved Conversion Rates

The clear and fast checkout process, combined with targeted email strategies, resulted in better customer retention and sales.


increase in conversion rate


faster loading


increase in SEO rankings in 3 months