Europe's Premium Sports Nutrition Reference
Year
2019
Services
Sport
Industry
B2C Supplements
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A complex and difficult-to-navigate product catalog - ESN offers over 200 references (proteins, creatine, vitamins, snacks, performance, hydration), which can overwhelm visitors, especially new customers.
Highly diverse audiences - experienced athletes, casual fitness users, and first-time buyers, each with different needs requiring tailored guidance.
Building trust in a saturated market - ESN needed to establish its position as a leading brand in Germany, expanding into France, supported by a strong identity, social proof, and clear, high-quality product communication.
Turning the catalog into an SEO engine - every product and category represents an SEO opportunity, provided it is supported by a strong semantic structure and optimized content.
Streamlining the checkout funnel - reducing friction between discovery, selection, and payment to minimize cart abandonment and maximize conversions.
Goal-driven architecture — Navigation structured around fitness goals and product categories, allowing every visitor to find what they need in under 3 clicks, whether they're a seasoned athlete or a first-timer. Conversion-focused product pages — High-quality visuals, flavor selectors, nutritional values, and integrated reviews provide everything needed to make a purchase decision without leaving the page. Catalog-wide SEO structure — Every collection and product page is optimized for high-intent queries with structured data and automated internal linking to maximize organic visibility. Mobile-first checkout funnel — Seamless mobile experience, intuitive variant selection, and 10 integrated payment methods including PayPal, Klarna, Apple Pay, and Google Pay to reduce friction and increase conversions.
Fully structured and SEO-optimized catalog - 200+ products with dedicated pages. Fitness goal-based navigation architecture - 10+ segmented user journeys ensuring intuitive exploration. Social proof integrated from the homepage - 124,000+ Trustpilot reviews with a visible 4.5★ rating. SEO deployed across the entire catalog - structured and launch-ready from day one. Integrated payment methods -PayPal, Klarna, Apple Pay, Google Pay. Unified purchase funnel from homepage to checkout with minimal friction across desktop and mobile, resulting in a post-launch growth of +185% within the first 12 months.
Nicolas LOTHER
Chief product officer
