Design Audit:

So I put out a call to do some design audits to the members of the TWIST list.  Alex put in a call for his startup, FitPack.  So here goes.

The current website is here, but I have composited a sceenshot below.


1. Logo

It’s actually a pretty decent logo.  It reminds me of a men’s magazine like Maxim and feels dynamic enough.  The only real issue is that it is a bit soft at the edges.  This might be caused by some compression that wordpress uses on its image uploader.  It’s subtle for sure but can make a big difference on a subconscious level.

2. Navigation

I am not against putting the main call to action, “join”, in the header.  Although there is no inertia going into it, people look to the header navigation for goals to complete so it’s fine there.  The “basics of exercise nutrition” is really out of place as it feels like a blog post that got stuck in the header.  There is quality info on that page but it should be woven into the sales copy, likely on page 2.  The main problem with this navigation is what it is missing.  Tucked away in the corner are links to the FAQ and the FitPack Team.  Those are VITAL pieces of information.  FAQ’s are great low-pressure sales opportunities.  The Fit Pack team are some series experts.  PhD’s, Harvard, Oxford, Columbia, national champs, why are they hiding all this?  This should not only be in the header nav but in the main first page sales copy as well.  One value prop of FitPack is the convenience, but a major one is the expert factor.  There are thousands of nutritional products, it can be overwhelming, and I would be looking to cede the decisions of ‘what’s best’ to an expert.  FitPack has the experts, they are just tucked away in the attic.

3. Leading Statement and Call to Action

“Fuel Your Fitness”.  I guess that works.  It really can be applied to any nutritional product though and therefore isn’t memorable.  I might try something like “Your monthly nutritional trainer” or “Personal nutrition trainer” or “Your Nutrition Strategy Guide”.

Then you have your WHAT statement.  People don’t resonate with WHAT statements.  It’s too early to hit them with that. You have a picture to the right which shows the visitor what a FitPack is, you really don’t need to explain it just yet.  It’s intuitive to lead with your WHAT, but you really should be leading with your WHY, which is absent from this page entirely.  The WHY is what FitPack believes and why they are doing this.  It might sound like this, “Sports nutrition doesn’t have to be complicated.  We are passionate about delivering the right nutrition strategy to you in a streamlined monthly package.”  Or it might sound like “We were endurance athletes who spent way too much trying to navigate the dizzying array of nutritional products.  We found out we weren’t alone so we started FitPacks where we can bring our knowledge and system to you with no hassle.”  Basically you want the visitor to agree with you.  To believe what you believe.  The sell because much easier after that.  Sports nutrition doesn’t have to be complicated.  “I’ll drink to that”.  We spend too much time trying to figure out what to buy.  “Sounds like me!”  You have 10-30 seconds to sell them.   You haven’t built a relationship with the visitor yet.   You need to sell them on the pain point BEFORE you can sell them on the solution.

Because of this, the Join now button is way to early.  I go into more depth here, but basically you are funneling visitors into a pain point (your form) before you have sold them.  This will cause them to flee your site.  You have not built up enough inertia to allow them to power through that massive form you have.  Do not worry about having your call to action below the fold, that’s where your customers are.  And you also have it in the header anyways.

4. Photo

What’s up with this? It looks totally amateur and taken with instagram.  Your monthly product is expensive, $60+.  I want to know that I get a quality box in the mail.  I want to be able to leave the box around and my friends are like “What’s that?” and I can say “Oh it’s FitPack, check this out” instead of tucking an ugly shoebox under my bed until recycling day.  The box in the image just looks cheap.  The labels look cheap and it just generally looks like it’s barfing up a bunch of protein bars.  I suggest using several images here, one of the closed box, which looks awesome and is something I want to open like it’s christmas.  Also an image of the stuff you get in the box, but not in a big disorganized mess.  The current image is contributing to my anxiety of sports nutrition, not alleviating it.  And please use a quality camera and even some DOF instead of your iPhone and instagram.

5. Specific sales copy

Do I need FitPack?  That’s cheesy.  There are two sales going on here.  You are trying to sell people on sports nutrition, and then sell them on FitPack.  It’s going to be tough to do both.  If you have properly articulated your WHY’s you don’t need to sell the benefits of FitPack, people will put it together themselves.  So in these sections you need your HOW and finally your WHAT.  It looks like you have those, so get rid of the Do I need FitPack section.  I suggest creating a whole section just for the personal nutrition strategy you are talking about.  It sounds like a good value prop but I don’t really know what it is.  For the WHAT section you should flaunt your expertise as a value add.  “Not all nutritional products are made the same and some are down right terrible.  We get to the science behind each product and make sure only the best gets in your FitPack.”  Both the HOW and WHAT sections should be expanded to allow for more sales copy and images.  You need to build inertia and that won’t happen from a few bullet points.

6. Giant persistent Crotch

So the persistent background image is basically looking up at some fleeing womans crotch.  There has got to be a better option than this.  Whats your target demo, men or women?  Maybe a non-crotch shot of a guy working out would be better.  Or just leave it a neutral color and save the images for the sales copy.

7. Social proof?

The main thing missing here is social proof.  This would just be some pull quotes from athletes and trainers.  It doesn’t have to be much but I want to know that FitPack actually works for people and it does what you say it does.  I might actually include a small section on who the team is, as this is good social proof too, since they are all experts in the field.  I’d like to know there are doctor/athletes behind this venture.

8. The Form

This form is a beast. 20+ questions.  You got to be kidding me.  Introducing this as the last step is a deal breaker.  I don’t care how interested in the product I am, I really don’t have the time to fill all this out.  What you should do is just collect the persons email and their price level.  Let them buy that with minimal friction.  Then you can send them a questionnaire through email that they are now motivated to fill out because they have already spent $60.  You can even say “Our expert staff will get in touch with you to tailor your FitPack” and then send them the form.  The money form should be separate from the fitness form.  I have never seen a sales funnel that asked for your resting heart rate, that’s hilarious.


It’s the basic problem of not enough inertia to get over the huge form hurdle.  With a $60 price tag there needs to be way more sales in here.  Sell them on the problem first, then the solution.  Bring in your assets, like your team, and decent photos if you have them.  The blog is a good opportunity to review nutritional products.  This could likely pull in some decent long tail search traffic if SEO’d properly.  Also use the blog to become leaders in the space, as you have the background to do so.  In some cases, like Oblong and BetterWorks I suggested a two page sales process, but I don’t think that is necessary here, though the first page should really be more blown out than it is now.


  • Awesome.  Just awesome.  Way to breakdown the elements and give honest, useful feedback. I’m sure Alex appreciated this!