How Iron Neck grew e-commerce sales +26% with guided, personalized shopping

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.

Iron Neck faced a common problem many online businesses encounter: how to make the website more effective at convincing visitors to make a purchase. Marketing Manager Sam Kuhn knew most potential customers preferred to research and shop online on their own.

• Traffic that did not convert. The challenge was not just getting more people to visit, but making sure they bought once they arrived
• A journey that needed guiding. Self-directed shoppers needed a smooth, helpful, engaging experience to reach a confident decision
• Choice that felt overwhelming. Visitors needed help finding the right Iron Neck product for their needs, not just a catalog to browse

This meant rethinking how the website interacted with visitors at every step, from first learning about neck-strength training to choosing the right product.

Iron Neck teamed up with Pathmonk to implement our AI-powered personalization engine, making the website more engaging and effective at guiding visitors toward a purchase, at every step of their decision-making journey.

Why Iron Neck chose Pathmonk over more traditional CRO tools:

• AI-driven personalization that tailors website content to each shopper's needs and behavior, lifting conversion at every stage of the buying journey
• Guided product selection, with a short quiz that turns an overwhelming catalog into a clear, confident recommendation
• Automatically created experiences, so personalized microexperiences run without manual content creation, keeping every visit relevant
• Cookieless technology, aligning with privacy standards while personalizing the shopping experience

Implementing Pathmonk led to a significant 26% boost in website conversion rates in under four weeks, from the same traffic.

• +26% more purchases, a significant lift in website conversion rates in under four weeks
• Better product match, as the short quiz guided customers to the product that best suited their needs, improving satisfaction
• Enhanced user experience, with a more personalized, streamlined buying journey that was easier to navigate
• Increased trust and credibility, with customer testimonials and reviews building stronger confidence among potential buyers

Beyond the volume, the win was confidence: a website that helps real shoppers choose the right product and buy.

• Small website tweaks, big sales boost. Making small improvements at different points on the website really adds up, turning more visitors into buyers
• Use technology to connect better. Tools like videos and quizzes make shopping online feel more personal and less like clicking through a static catalog
• Guide shoppers with good content. Helpful information and stories lead shoppers through the decision to buy, from the first moment of interest to checkout