Iron Neck Increased E-commerce Sales +26% with Pathmonk

Founded in 2012 by former UCLA football player Mike Jolly, Iron Neck was born out of a need to address the devastating effects of head injuries and Chronic Traumatic Encephalopathy (CTE) witnessed among athletes. 

Jolly’s invention, an isometric and rotational neck strengthener, was designed following breakthrough research linking neck strength to a reduced risk of concussions.

The Challenge: Improving the Digital Sales Funnel

Iron Neck faced a common problem many online businesses encounter: how to make their website more effective at convincing visitors to make a purchase. 

The challenge wasn’t just about getting more people to visit the site, but about ensuring that once they arrived, they found a smooth, helpful, and engaging shopping experience that would lead them to buy. 

Sam Kuhn, the Marketing Manager, knew that most of their potential customers liked to research and shop online on their own. So, the goal was to make the Iron Neck website a place where these shoppers could easily get all the information they needed, feel confident about their choices, and ultimately decide to buy an Iron Neck product. 

This meant rethinking and improving how the website interacted with visitors at every step of their buying journey, from first learning about neck strength training to choosing the right Iron Neck product for their needs.

The Solution: Personalized Shopping Experiences

To tackle the challenge of increasing online sales, Iron Neck teamed up with Pathmonk to implement our AI-powered personalization engine which makes websites more engaging and effective at guiding visitors towards making a purchase. 

The solution was all about making the shopping experience on Iron Neck’s website as helpful and straightforward as possible for every visitor, at every step of their decision-making journey.

Here’s how we did it:

• Introduction Videos: Right when visitors landed on the site, in the awareness phase, they were greeted with short videos, carefully crafted to quickly show what Iron Neck offers and why it’s valuable. This was especially useful because it helped grab the attention of visitors right away and gave them a good reason to keep exploring the site.
• Customer Reviews and Testimonials: Knowing that people often trust what other customers have to say, we highlighted reviews and testimonials from satisfied users during the consideration stage. Seeing positive feedback from others who have already bought and benefited from Iron Neck products helped build trust and confidence among new visitors, making them more likely to buy.
• Simple Quiz for Product Selection: Choosing the right product can sometimes feel overwhelming. To simplify this, we introduced a short quiz that asked visitors a few easy questions about their needs and preferences. Based on their answers, the quiz recommended the Iron Neck product that would suit them best. This not only made the decision process easier but also personalized the shopping experience for each visitor.

The Results: +26% Sales From The Website

✅ 26% Increase in Purchases: Implementing Pathmonk’s solution led to a significant 26% boost in website conversion rates in under 4 weeks.

✅ Better Product Match: The introduction of a short questionnaire helped guide customers to the product that best suited their needs, improving customer satisfaction.

✅ Enhanced User Experience: The website provided a more personalized and streamlined buying journey, making it easier for visitors to navigate and make purchases.

✅ Increased Trust and Credibility: By showcasing customer testimonials and reviews, Iron Neck built stronger trust with potential buyers.

Key Findings

• Small Website Tweaks, Big Sales Boost: Making little improvements at different spots on your website can really add up, helping turn more visitors into buyers.
• Use Tech to Connect Better: Tools like videos and quizzes can make shopping online feel more personal and less like you’re just clicking through a website.
• Guide Shoppers With Good Content: Use helpful information and stories to lead shoppers through the decision to buy, from the moment they land on your site to when they’re ready to make a purchase.
• Keep Learning From Your Customers: Paying attention to what your customers do and like can help you make their shopping experience even better, which can lead to more sales.