Ecom Funnel

Breakdown
25+ CRO tactic
Advanced AOV & CRO Strategie
20 Key Mistakes
See Funnel →
Data Gathering Research

After analyzing the psychographic and demographic characteristics of the PELOTON

consumer, here are the findings:

Motivations to buy from PELOTON

#1

Functional and Stylish Design: Peloton’s equipment features sleek, modern designs
that complement home interiors while delivering exceptional functionality. This
resonates with consumers seeking a premium fitness experience that blends
aesthetics and practicality.

#2

Personalized and Engaging Workouts: Peloton is renowned for its live and on-
demand classes, offering tailored workout experiences led by world-class
instructors. This personalization motivates users to stay consistent and engaged in
their fitness journey.

#3

Advanced Technology and Metrics: With cutting-edge features such as interactive

touchscreens, real-time performance metrics, and seamless app integration, Peloton
provides a tech-driven fitness solution for enthusiasts aiming to track and improve
their performance.

#4

Community and Connection: Peloton fosters a sense of belonging through its

active and supportive community of members, leaderboards, and group
challenges. This connection appeals to users who value shared goals and
collective motivation.

#5

Motivation Through Achievement: Peloton uses gamification elements like badges,

milestones, and streaks to inspire users to achieve their fitness goals, making
workouts feel rewarding and encouraging long-term commitment, while fostering a
sense of accomplishment and community.

#6

Convenience and Flexibility: Peloton’s wide variety of classes, from strength to

yoga, are accessible from home, providing users with the flexibility to fit workouts
into their busy schedules without the need for a gym membership, saving time
and reducing barriers to fitness.

Possible Triggers / Category Entry Points (CEPs)

CEP #1

CEP #2

CEP #3

"I want fitness equipment "I’m looking for "I value a fitness brand
that looks great in my personalized workouts that fosters community
home and meets my that keep me motivated and makes me feel
aesthetic standards." and engaged." connected to others."
 Homepage

Announcement Bar – Urgency and Offers:

Last chance to find your push and save up to $400 off Peloton Bike packages.* Shop Bike
Communicates a time-sensitive promotion:

"Last chance to find your push and save up

to $400 off Peloton Bike packages."

D eals Classes Bikes Treads Row Apps Accessories Apparel H ero Banner – Store Locator Dropdown:

The dropdown menu provides options like

This creates urgenc y and encourages "Use my location," "View all stores," "Book
immediate action with the clear CTA "Shop an in-person visit," and "Where to try." This
Bike." feature offers users a seamless way to
locate nearby Peloton stores or schedule
Offer ending soon visits for hands-on experiences.

H ero Banner – Offers and Motivation:

Emphasizes a strong promotional offer:

"Crush the New Year with up to $400 off,"

Peloton Bike packages. Terms apply.* paired with a bold CTA: "Shop Bike." The

background image of a user engaging with

Shop Bike Peloton equipment fosters aspiration and

emotional connection.

Pay with qualifying HSA/FSA funds.³

Product Menu – Accessibility and Clarity:

A horizontal menu below the Hero Banner

features icons for key product categories
like Bike, Tread, and Row.

This simplifies navigation and allows users

to explore specific equipment or services
quickly. Bike Bike+ Row Tread Tread+ Guide App Strength+

Recommendationto
Recommendation tomake
makeititbetter:

better:
Peloton App Classes – Visual
Addshort
Add shortdescriptors
descriptorsor
orbenefit-focused
benefit-focused Engagement:

textbeneath
text beneatheach
eachicon,
icon,such
suchasas Preview thousands of classes on the Peloton App This section highlights popular classes like
"RevolutionizeCardio"
"Revolutionize Cardio"or
or"Track
"TrackYour
Your Yoga, Cycling, and Strength with engaging
Progress,"to
Progress," toprovide
providemore
morecontext
contextand
and thumbnails of instructors. Each class
engageusers.
engage users. includes a preview option, enhancing user
curiosity and engagement.

Walking Pilates Strength Cycling Yoga Running

Preview walking classes Preview Pilates classes Preview strength classes Preview cycling classes Preview yoga classes Preview running classes

Browse classes

Promotional offers, such as "$400 off," are Last chance: Get up to $400 off* Shop Bike Peloton Bike+ purchases may be HSA or FSA eligible.³ Shop Bike+ F eatured Products – Clear Structure:

prominently highlighted in red, drawing Products like Peloton Bike and Tread are

immediate attention. displayed in individual cards with price,

features, and CTAs.

Peloton Bike+
Peloton Bike
Our most advanced Bike with a larger rotating screen,

The original motivating cardio machine loved by millions. auto-resistance, and more. Recommendation to make it better:

Recommendation to make
Add short descriptors it better:

or benefit-focused
$1,145 $1,445 Incorporate short video previews
$2,495 text beneath each icon, such as
sho wing the product in use to better
"Revolutionize Cardio" or "Track Your
communicate value and
Progress," to provide functionalit
more context yand
Explore Shop now Explore Shop now directly within the product cards.
engage users.
$44/mo Peloton All-Access Membership required to access full content on the Peloton Bike. $44/mo Peloton All-Access Membership required to access full content on the Peloton Bike+.
 Collection Page

Last chance to find your push and save up to $400 off Peloton Bike packages* Shop Bike

Deals Classes Bikes Treads Row Apps Accessories Apparel

Peloton exercise bikes Overview Deals Workouts Compare Hardware Membership Shop Bike Shop Bike+

Product Comparison Focus:

Highlights the Peloton Bike and Bike+ side-

by-side under the tagline "Two bikes. One
Peloton experience."

Two bikes.

This creates clarity for users exploring their One Peloton experience.
options and emphasizes the brand’s
versatility.

See deals

Find your push and save up to $400 off Peloton Bike packages.*

Pay with qualifying HSA/FSA funds.³ Peloton All-Access Membership separate.*

Deals Section – Price Emphasis:

The deals section uses clear labels like

"$300 off" or "$400 off," paired with bold
green tags to capture attention.

Peloton Bike deals

Each product card includes key details like
financing options and add-ons. $300 off $400 off $400 off

Recommendation to make it better:

Recommendation to make
Add short descriptors it better:

or benefit-focused
Add
text urgency
beneathelements
each icon,such
suchasas"Offer
ends soon" or aCardio"
"Revolutionize countdown timerYour
or "Track to
reinforce action
Progress," withinmore
to provide a limited timeand
context
frame.
engage users. [ [ [
d [ d [ d [
e d e d e d
l e lWhat's eincluded lWhat's included
e
e l e l e l
t e t e t e
Peloton Bike Bike Starter Package Bike Ultimate Package
i t i t i t
$1,445i
$1,145 o $1,250 o$1,650i $1,540 o$1,940i
n
Plus 1 month o All-Access Membership ($44 value)
free Financingnfrom 0%
o APR¹ with $0 down.
Financingnfrom 0%
o APR¹ with $0 down.

s from 0%
Financing n APR¹ with $0 down.
Pay with squalifying
n HSA/FSA funds.³ Pay with s
qualifying
n HSA/FSA funds.³
Pay withtqualifying
e HSA/FSA funds.³ t e t e
a n a n a n
Streaming Features – Content Richness:

r d r d r d
This section showcases Peloton's
t ] t ] t ]
streaming capabilities, highlighting
partnerships with platforms like YouTube
Classes
] , streaming, and workouts
] for everyone ]
TV and Kindle, as well as exclusive classes.

Visual thumbnails and logos make it easy to

understand the ecosystem.


Classes Entertainment

Lanebreak Scenic

Peloton All-Access Membership ($44/mo) required to access Peloton content and features on Bike or Bike+.

Individual streaming services may require subscriptions to their services to view content on Peloton Entertainment.
 Product Page

Pay with qualifying pre-tax FSA funds³ before they expire.

Deals Classes Bikes Treads Row Apps Accessories Apparel

Explore Bike Shop Bike

Buy new for $1,145 $1,445
Peloton Bike Peloton All-Access Membership separate* Add to cart
Bike Bike+
Motivating cardio Cardio & strength

Compare bikes
Produc t Images – Highlighting Key
Fe atures:
Customer Rating System:

The image gallery prominently showcases [ Visible star ratings make it easy for

the bike's compact design and $300 off 1 month free Membership
d [ customers to gauge the product’s

touchscreen, helping users visualize how

Peloton Bike e d popularity and satisfaction levels, which is

it fits into their space and daily routine.

l e a strong influence for first-time buyers.

24,136 reviews e l
t e
i t
$1,145o$1,445i
Buy new
Membership separate
n o
s
or $96/mo at 0% APR for 12 mos. View options n
t e
a n
1 mo free All-Access Membership ($44 value)
r d
Includes delivery and setup
t ]
30-day risk-free home trial²
]
Compact Footprint and Immersive Comes with a worry-free warranty
Touchscreen – Feature Highlights:
Compact footprint Immersive touchscreen Peloton All-Access Membership ($44/mo)

Clear descriptions of the bike's size and Compact 4' x 2' footprint, smaller than
This 21.5" screen gives you a front-row
separate*
screen benefits are displayed with your average yoga mat. seat in every class.
Pricing and Financing Options –
matching visuals, emphasizing practicality a
Tr nsp arency and Accessibility:

and premium quality.
 $1,145 The pricing section highlights financing
Buy refurbished
Membership separate options with 0% APR, making the product

appear more affordable and accessible.

or $96/mo at 0% APR for 12 mos. View options

Rent Currently unavailable

Try Bike+ rental for $119/mo Learn more

Hi! It looks like you're checking out

our Peloton Bikes. How can we help

Compare pricing you today? Chatbox – Real-Time Support:

- t
Add ons Sec ion – Cross-Sell The chat feature at the bottom right

t t
Oppor uni ies:

corner offers immediate assistance,

This section allows users to customize Chat

reducing friction during the decision -
their purchase with cycling shoes and a Add-ons making process .

protection plan, enhancing the value of

Cycling Shoes
the overall package. With Delta-compatible cleats required for

Bike Recommend at t a t tt
ion o m ke i be er:

$125 Recommend at t a t tt
ion o m ke i be er:

Add short descriptors or benefit-focused

Proactively display common questions
text beneath each icon, such as
(e.g., "Can I try the bike before buying?")
48-month Protection Plan "Revolutionize Cardio" or "Track Your
to address doubts without waiting for
Extend your 12-mo limited warranty to 48
Progress," to provide more context and
user interaction.
mos of total protection engage users.
$149

H oliday offer†: Financing from 0% APR¹ starting at $0 down on

all term lengths.

Prequalify with

Equipment purchases may be HSA/FSA-eligible. Rentals

excluded.
Learn more about

CTA – Add to Cart Button:

Add to cart The prominent red "Add to Cart" button

ensures users can quickly move forward

with their purchase.

O rder today, est. delivery by:
Enter the ZIP code for an estimate. Once you place
your order, you ’ll be able to schedule delivery.

View gallery
View Gallery – Exploring Product Details:
a
S ve More wi th Packages – Upsell
The "View Gallery" option invites users to S ave more with packages t t
Oppor uni ies:

see additional product angles and The "Starter Package" and "Ultimate
features, enhancing their understanding $400 off $400 off Package" highlight bundled deals,
of the bike. encouraging higher order value.

[ [

d [ d [

e d e d
l e l e
e l e l
t e t e
Bike Starter Package Bike Ultimate Package
i t i t
$1,250 $1
o ,650i $1,540 $1
o ,940i
Financingnfrom 0%o APR¹ with $0
Financingnfrom 0% o APR¹ with $0

down.
s n down.
s n
Pay with qualifying HSA/FSA
Pay with qualifying HSA/FSA

t e t e
funds.³ funds.³
a n a n
r d r d
t ] t ]

Bike overview
] ]

Membership
 Cart Page

Pay with qualifying pre-tax FSA funds³ before they expire.

Your cart Clear Cart Overview:

The cart layout is clean and minimal, offering

1 clear visibility of the product details, quantity,

Deals Classes Bikes Treads Row Apps Accessories Apparel
Peloton Bike Qty: 1 and pricing. The option to “Edit” or “Save for
Bi ke
Remove Later” gives users flexibility.
1 2- Month Bi ke Limited Warranty
$1,445.00
Explore Bike Shop Bike
Buy new for $1,145 $1,445
Peloton Bike Peloton All-Access Membership separate*
Add to cart
Bike Bike+
Peloton All-Access Membership
Membership Information – Upselling Motivating cardio Cardio & strength

Opportunity:
$44/mo membership to access full Peloton

Compare bikes content. Monthly membership not included in

The Peloton All-Access Membership is clearly cart total. Membership begins on device

listed with a brief description, emphasizing its activation. Automatically renews monthly until

value. canceled.
[
$300 off 1 month free Membership d [

Peloton Bike e
Subtotal (d1):

Est.l delivery
e and setup
$1,445.00
Included
Discount Applied – Reinforcing Savings:

24,136 reviews e l The applied discount ("-$300.00") is
NY25 Bike Basics NA -$300.00
t e prominently displayed, reassuring users of
Estimated Tax: --
i t their savings.
Enter Promo Code
$1,145o$1,445i
Buy new
Promo Code Field – Incentivizing Action:
Membership separate
n o
The "Enter Promo Code" field invites users to s
or $96/mo at 0% APR for 12 mos. View options n
Estimated Total: $1,145.00
apply additional discounts, which can t e
encourage engagement. a
1 mo free All-Access Membership ($44 vaHloli
n
ued)ay offer†: Financing from 0% APR¹ starting at $0 down on
Finaancing
Fin ncing Op
Opttions
ions –– Afford
Affordaabili
bilittyy Focus:

Focus:

r d The mention of 0% APR financing options via

The mention of 0% APR financing options via
Includes delivery and setup all term lengths. Prequalify with
t ] Affirm reinforces affordability and reduces
Affirm reinforces affordability and reduces
30-day risk-free home trial²
] purchase hesitation.
purchase hesitation.
Recommendation to make it better:
Comes with a worry-free warranty Equipment purchases may be HSA/FSA-eligible. Rentals

Compact footprint Immersive touchscreen Peloton All-Access Membership ($44/mo)

excluded.
Recommend ation to maorkebenefit-focused
Add short descriptors it better:

Add
textabeneath
suggestion
eachlike "Have
icon, sucha ascode? Enter it Compact 4' x 2' footprint, smaller than
This 21.5" screen gives you a front-row
separate*
Learn more about
here !" or display
"Revolutionize pre-filled
Cardio" promo Your
or "Track codes (if your average yoga mat. seat in every class.
applicable
Progress,") to provide
reduce hesitation.
more context and
engage users. Buy refurbished
$1,145
Order now, est. delivery by:
Membership separate
Enter your ZIP code at checkout for an estimate.
or $96/mo at 0% APR for 12 mos. View options
G ift Option – Personalization:

This order is a gift

The "This order is a gift" checkbox adds a
thoughtful touch, making the process simple
Rent Currently unavailable
for gifting occasions.
Try Bike+ rental for $119/mo Learn more
Hi! It looks like you're checking out

our Peloton Bikes. How can we help

Checkout
Compare pricing you today?

Chat
Add-ons

Checkout CTA – Priority Focus:

The red "Checkout" button is bold and

prominently placed, ensuring it grabs
attention.

Recommendation to make it better:

Add a small subtext like "Secure Payment" to

reinforce trust.
 Checkout

Checkout

Account Information
Order Summary on Side: Keeping
Cart summary the order summary visible on the
right-hand side throughout the
Email Address*

[email protected]

1 Peloton Bike $1,445.00 checkout process ensures

or continue with Bike
transparency, reducing cart
12-Month Bike Limited Warranty abandonment due to unexpected
Apple Google
costs or confusion.
Peloton All-Access Membership

$44/mo membership to access full Peloton

By providing your email address, you agree to receive marketing communications from
content. Monthly membership not included in

Peloton.
cart total. Membership begins on device

For more about how we use your information, see our Privacy Policy.
activation. Automatically renews monthly until

canceled.

Already have an All-Access Membership?

Subtotal (1): $1,445.00

Est. delivery and setup: --
Use your existing membership with your new Peloton. Learn More

NY2 5 Bike Basics NA -$300.00

Yes, I have an All-Access Membership and do not need a new one.
Estimated Tax: --

Bike Protection Plan – Optional Upsell:

Enter Promo Code

The protection plan is presented as an

optional add-on with clear benefits, such Protect your Bike

as extended warranty and damage Order Total: $1,145.00

protection. Enhance your 12-month limited warranty with longer, more extensive
Holiday offer†: Financing from 0% APR¹

Payment Options – Variety and

Accessibility:

coverage by adding a Peloton Protection Plan. Learn More starting at $0 down on all term lengths.

Add 36 months of protection (48 months total) - $149 per Bike q f

Pre uali y with The page offers multiple payment

0% APR¹.
methods , including credit card, Affirm
, and HSA/FSA funds, catering to
Monthly financing options starting at
Equipment purchases may be HSA/FSA-
financing

Accidental damage, breakdown, and failure protection with no deductibles eligible. Rentals excluded. different user preferences.
On-site service from authorized technicians with Peloton replacement parts
Replacement of your Peloton hardware, shipping included, if it can't be repaired Learn more about

Gift Option – Personalization:

Selection of a protection plan with your purchase above indicates your acceptance of the
The "This order is a gift" checkbox adds a Peloton Protection Plan Term and Conditions
thoughtful touch, allowing users to mark

their purchase as a gift.

30-day home trial

This order is a gift

1 Try Peloton for 30 days at home.

Explore thousands o f classes,

Shipping 2
live and on-demand.

First Name* Last Name*

Helpful Error-Free Form:
Samuel Hess 3
Not for you? We’ll refund your

The form utilizes real-time entire order.

corrector (red checkmarks) to For new purchasers only. See details.

ensure accuracy, reducing errors
f
Phone number or delivery updates*

+1
and frustration that could lead to
cart abandonment at this crucial Phone number for delivery updates is re quired.
stage.
Street address*
Via Peloton 1

Apt, Suite (Optional)

30-Day Home Trial – Trust and

Assurance:

City* Country* ZIP code* The 30-day home trial section reinforces
Rome IT 12 345 confidence by emphasizing the ability to

return the product if unsatisfied.

Country*

Order now, est. delivery by:

Enter your ZIP code at checkout for an estimate.

Payment Method

Add a gift card

Credit card
Secure and encrypted

Pay over time

Holiday offer†: Financing from 0% APR¹ starting at $0 down

on all term lengths.

Pay with HSA/FSA funds

Return Policy Shipping IP Policy Start a Live Chat

Warranty Privacy Policy Your CA Privacy Rights

© Peloton 2012-2025, Peloton Interactive, Inc. All rights reserved.