Introduction
ClassPass, the leading fitness and wellness subscription platform, partnered with Rokt to reach high-intent audiences at the Transaction Moment™, the exact point of purchase when consumers are most open to discovering new content including offers, ads, and experiences. By activating Rokt Ads across premium ecommerce partners, ClassPass unlocked efficient, scalable growth and drove measurable increases in new member sign-ups.
Challenge
ClassPass needed to scale new-member acquisition without raising costs. The team wanted to refine their post-click experience to drive higher conversion rates, test new creative variations, and identify optimization opportunities that could further improve campaign performance at scale.
Solution
Leveraging Rokt’s AI-powered relevance platform and experimentation capabilities, ClassPass ran a series of structured tests to understand how landing page simplicity and checkout speed impacted conversion.
The hypothesis: reducing friction and improving sign-up speed would increase conversion by minimizing barriers in the checkout flow.
In close collaboration with Rokt’s customer success team, ClassPass used real-time experimentation tools to:
- Test and optimize landing page variants and creative layouts
- Streamline the post-click journey and checkout steps
- Continuously refine conversion flows based on observed performance
Results
By testing and optimizing through Rokt’s experimentation platform, ClassPass drove up to a 12% lift in CVR while maintaining CPA targets. The simplified landing experience accelerated checkout, reduced friction, and enabled more efficient customer acquisition, leading to:
- Faster time to checkout driven by streamlined post-click flows
- Scaled new member growth while staying within CPA guardrails
- Increased campaign investment supported by consistently strong performance
As Stefano Ziller, Senior Director of Growth Marketing at Classpass said,
Simplifying our post-click experience delivered immediate gains. We saw higher conversion without increasing acquisition costs.
Learnings
- Simplified experiences unlock performance. Reducing friction in the post-click journey directly improves efficiency and engagement.
- Experimentation fuels sustainable growth. Rokt’s testing capabilities help ClassPass continually optimize creative, landing pages, and conversion flows at scale.
- Partnership amplifies impact. Ongoing collaboration between ClassPass and Rokt’s account team enables smarter decision-making, greater agility, and consistent performance gains over time.
