Equinox
Equinox Leverages Avex to Enhance UX, Optimize Performance, and Drive Growth on Shopify
Services
- Conversion Rate and UX Audit
- Shopify Technical Audit
- Rapid UX Prototyping
- Shopify Development
- Site Speed Optimization
Overview
Equinox doesn’t do average—it redefines excellence. From its world-class fitness clubs to its premium retail offerings, every detail is engineered for performance, luxury, and innovation. But The Shop by Equinox, its eCommerce extension, wasn’t living up to that standard. Built as a quick fix, the site lacked seamless design, effortless usability, and a high-converting strategy. To bridge the gap, Equinox partnered with Avex to reimagine The Shop, creating a sleek, high-performance digital storefront that meets the brand’s elite expectations.
Technology Partners
- Shopify
- Hotjar
- Wishlist King
- Instafeed
Approach
Avex approached The Shop by Equinox with a sharp focus on refinement and usability, leveraging insights from UX and technical audits to craft an experience that feels both elevated and effortless. Every element of the site was thoughtfully reimagined to enhance exploration, encourage discovery, and create a frictionless path to purchase. Focusing on bold visuals, seamless functionality, and intuitive design, Avex crafted an eCommerce experience that reflects Equinox’s luxury identity while optimizing engagement and conversion.
Unlocking Performance Potential
For a brand built on precision and performance, every digital touchpoint should work just as hard. To ensure The Shop by Equinox met this expectation, Avex conducted a CRO & UX audit, leveraging heatmaps, analytics, and real-time behavioral tracking to uncover friction points and missed conversion opportunities. With these insights, we crafted a strategic optimization plan, refining navigation, simplifying content flow, and optimizing key pages to create a seamless, conversion-optimized shopping journey that is as fluid and powerful as the Equinox brand itself.
Engineering for Speed & Scalability
To ensure The Shop by Equinox operated at full capacity, Avex conducted an extensive Shopify technical audit, identifying unused JavaScript, coding inconsistencies, and speed inefficiencies. By eliminating technical bottlenecks and optimizing page performance, we streamlined browsing, improved navigation, and enhanced overall site functionality. With a high-performance foundation in place, we shifted focus to crafting a more intuitive and engaging user experience—seamless, fast, and built to convert.
Modernizing UX for Maximum Impact
With a clean, interactive layout, the redesign transformed the entire shopping experience, ensuring effortless engagement from homepage to checkout. Every element was meticulously crafted to streamline the user journey, enhance visual appeal, and drive conversions. By blending modern aesthetics with high-performance design, the new UX creates a smoother, more intuitive path to purchase—turning exploration into effortless action.
Uninterrupted Shopping Momentum
For an eCommerce experience to truly perform, navigation must be intuitive, especially for mobile-first shoppers. Avex redesigned The Shop by Equinox’s navigation, refining the mobile secondary navigation to streamline product discovery and ensure customers could move effortlessly from browsing to checkout. Enhanced product listing pages (PLPs) introduced advanced filtering, making it easier for users to find exactly what they need. Updates to product detail pages (PDPs) improved clarity, highlighting essential product details and creating a smoother decision-making process.
Relationship
Avex and Equinox share a commitment to innovation and high performance, making this partnership a natural fit. Avex stepped in as a strategic force, combining UX expertise, technical refinement, and eCommerce innovation to elevate The Shop by Equinox. This collaboration wasn’t just about optimizing today—it was about engineering a future-proof digital foundation. Working in sync, Avex and Equinox created a scalable, high-performance platform built for growth, adaptability, and long-term success.
Let’s work together
Tell us your business goals and we’ll see how we can create something amazing together.