ClassPass, a pioneering fitness and wellness platform, has garnered a global following since its inception in 2013. With a user-centric approach and seamless app-based platform, ClassPass provides individuals in 30 countries across 5 continents with unparalleled access to a wide spectrum of fitness and wellness activities, ranging from yoga, strength training, dance classes, spa appointments, manicures, massages and more.
As ClassPass continues to expand its offerings and refine its user experience, it remains at the forefront of the fitness and wellness revolution, connecting people around the world with a vibrant tapestry of physical and mental well-being opportunities.
ClassPass also offers wellness activities like sports recovery as well as beauty and spa appointments like manicures, massages, etc.
As an innovative and forward-thinking organization, ClassPass have had a long and fruitful relationship with both experimentation as a discipline and company culture, and Optimizely as its preferred A/B testing partner. ClassPass’ experimentation and conversion rate optimization (CRO) program is supported by an experimentation culture that stems from senior leadership.
As Nina Bayatti, Director of CRO at ClassPass, who has led the company’s experimentation growth since 2018, explained, “It’s amazing to see, in the five-and-a-half years I've been at ClassPass, the growth in scope of the experiments that we're running.” From isolated landing page optimization tests, to leveraging user research to optimize messaging, to now running a full end-to-end web redesign through Optimizely; ClassPass has leveraged Optimizely’s web experimentation tool to empower their Marketing CRO team to become a key ally for the product and engineering teams to test features using a minimum viable product approach.
In evaluating experimentation tools over the years, ClassPass has consistently championed Optimizely. A significant factor in this choice is the extensive knowledge-sharing ecosystem formed by Optimizely's widespread usage. ClassPass benefits from a wealth of documentation, both from Optimizely's official resources and community forums where fellow practitioners share insights, tips, and even shareable code snippets. This robust repository of information has proven instrumental in ClassPass' successful utilization of Optimizely, reinforcing its position as a pivotal asset in ClassPass' experimentation journey.
ClassPass’ internal teams noted several positive benefits from utilizing Optimizely’s experimentation capabilities. By utilizing Optimizely’s Stats Engine, ClassPass’s CRO team have confidence surrounding the data their experiments produce. Nina Bayatti noted that her team appreciated both the simplicity and shareability of Optimizely’s dashboards.
ClassPass' enthusiasm for Optimizely's Web Experimentation platform is grounded in its ability to empower their engineering team to focus on impactful initiatives. This streamlined approach encourages swift experimentation and innovation, facilitating a culture of continuous learning. The organization's experimentation culture has grown organically, with cross-functional teams actively engaged in driving experiments. The company's commitment to end-to-end testing, involving various departments such as product, creative, legal and customer service teams reflects their dedication to optimizing user experiences comprehensively. This experimental culture, endorsed from the top down, has not only accelerated decision-making but also reinforced a profound understanding of the value of testing and iteration.
utilizing Optimizely’s Web and Feature Experimentation products allows ClassPass to quickly and effectively run both simple and complex experiments on its various platforms. ClassPass utilize Optimizely's Feature Experimentation to conduct lifecycle testing, allowing ClassPass to meticulously examine and optimize the member experience across various stages such as class discovery, booking, and inviting friends to class. The implementation of Feature Flags and Rollouts allows ClassPass to seamlessly test and refine the existing user experience to gain deeper insights into user behavior and preferences.
ClassPass' strong partnership with Optimizely's Web Experimentation platform is characterized by strategic integrations and diverse utilization. ClassPass’ Content Management System (CMS) seamlessly integrates with Optimizely’s experimentation platform for efficient rollout of successful variants while minimizing performance risks.
The adoption of behavior analysis tools, like LogRocket, deepened their insights beyond numerical metrics. This visualization aided in understanding user interactions comprehensively. Additionally, UserTesting.com streamlined their design process, aligning designs with user expectations before coding commenced.
