Turning interest into action on your site

Once your brand has sparked awareness, the next step is guiding that interest into meaningful action. In this second stage of the funnel, your goal is to engage users, capture their data and help them explore your products with confidence.

For UK sports nutrition brands, the consideration phase is where product discovery deepens. Visitors might be browsing your site, following your social channels, or searching for solutions to specific fitness goals. Now is the time to build trust, deliver tailored guidance and remove friction from the user journey.

Consideration: Optimised UX, email capture & product exploration

After sparking initial interest, the consideration stage is about capturing that interest and guiding it toward a purchase decision. At this point, a potential customer is aware of your brand and perhaps browsing your site or social page. Your job is to engage them further, collect their info for follow-up, and personalise their experience so they feel confident taking the next step. This is where tools like quizzes, interactive recommendations, gated content, and sign-up incentives come into play.

Interactive product finders & quizzes

Help potential customers discover the right products with interactive tools. A perfect example is Discount Supplements' supplement finder quiz, which asks a few questions and then recommends products suited to the user's goals. This adds personalisation and serves as a lead magnet, meaning users often enter their email at the end to get their results or a discount.

Even major retailers like Boots use quizzes (vitamin finder) to personalise recommendations; Boots' online vitamin quiz creates a tailored bundle for each user based on their needs​. Such quizzes can have incredibly high engagement – with data showing completion rates over 90% when the quiz is well-crafted​. The return: you capture the visitor's data and intent, which is perfect for follow-up marketing.

Email sign-ups & gated content

Build multiple opportunities for visitors to join your email subscriber list. Common best practices for this include offering a welcome discount' sign up for 10% off your first order' or by offering a free resource.

Lead magnets work well in sports nutrition. For instance, a free e-book of workout plans or a meal guide that is gated behind an email sign-up. Ensure your sign-up forms are easy (just ask for name and email), and consider using exit-intent popups (which appear when a user is about to leave the site) to capture those who haven't subscribed yet.

Every email captured is a chance to bring that person back to consider your products. Welcome emails are especially powerful, boasting open rates around 50–84%​ (far higher than standard newsletters) and conversion rates of 2.7% on average​ (23x the conversion rate of regular marketing emails​). In other words, getting the first email and sending a well-timed welcome series can directly lead to first purchases.

User-friendly navigation & browsing

Make it simple for visitors to explore products. Many UK nutrition retailers organise their sites by goal or need. For example, MyProtein's website lets you shop by goal (build muscle, lose weight, etc.) and highlights 'expert advice' content in the navigation, seamlessly blending products with helpful info​. Ensure your site search and filters help users find what they want (do this by filtering by protein type, diet, or brand). If users can easily discover relevant products and information, they're more likely to stay longer and move closer to purchase.

Since many shoppers will be reading your content or browsing on mobile, ensure page load times are fast and the design is responsive. Over 60% of consumers will leave or avoid converting if they have a poor mobile site experience​. Optimise images, use clear CTAs (calls to action) and keep the path to product pages as simple as possible. A positive UX keeps visitors in the Consideration phase longer, which means exploring products, reading reviews, and adding items to their cart.

Key takeaway

At this stage, success is measured by engagement. Higher time on site, more pages per session, growth in the email list, etc. Consider using tools like heatmaps or Google Analytics to see where users drop off. If you notice, for instance, many users add to cart but don't proceed, you might address that with an abandonment cart email or tweak the site flow. The goal is to nurture leads by giving them every reason to stick around and consider your products further.

Funnel metrics snapshot (UK market)

To put the funnel in perspective, here are some benchmark stats for UK eCommerce (Higher is better for most metrics, except abandonment).

Consideration is not about closing the sale but equipping your potential customers with what they need to make a confident decision. By blending personalised tools, valuable content and smart UX design, your brand becomes more than just a shop, it becomes a trusted guide.

Ready to scale your sports nutrition brand with a proven organic strategy? Get in touch with our fitness and nutrition expert, Mike Gartland, and book your free consultation today.

Next in our sports and nutrition series:

Part 3: Conversions that count - Strategies to turn first-time visitors into customers