Bodybuilding.com has been busy consolidating its position not only as a top fitness Internet retailer but as a social hub for the bodybuilding community. User forums have been an important community element, racking up 19 million messages in the past five years. And its social network, BodySpace, where members can post photos of themselves, describe their workout goals and blog about their progress, has tallied more than 117,000 active users since its launch in January.
The e-retailer plans to intensify the social aspects of its site in 2008. "It won`t be just, `Here`s the product you should buy,` but `Here are BodySpace members you should know and content you should read,` based on what a customer`s needs and goals are," says CEO Ryan DeLuca. "We`ve just launched a workout tracker so people can follow each other`s progress. You can show your friends online what you`re doing, and people can have virtual workout partners. The main idea is to keep people motivated and excited about working out."
That enthusiasm could translate to major sales growth: DeLuca is projecting $122 million next year, up from a projected $90 million this year.
"There is no doubt our community and social networking offerings are making a big difference for sales and conversion," DeLuca says. "Since we added BodySpace, our average order size is up nearly $10 to $92.41, and our conversion rate is 8%, up from 7% a year ago. That one percentage point is huge."
Also this year, the site beefed up its use of online video. Bodybuilding.com hosts 24 different bodybuilding programs, each with multiple episodes. And live webcasts from bodybuilding shows have proven extremely popular.
While the content side of Bodybuilding.com is getting more social, the commerce side is getting more personal, observes Craig Smith, founder of consulting firm Trinity Insights. "Most retailers structure their categories by product, but Bodybuilding.com structures some of their navigation by fitness goal, whether it`s for muscle builders, fat loss products or energy enhancers. This structure helps users quickly find the products that meet their intrinsic goals or desires, and likely increases conversion rates."
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