Groove Life is a direct-to-consumer lifestyle brand that started with breathable silicone rings and expanded into belts, watch bands, and wallets.
Mike De Lia, Director of Ecommerce, wanted to move beyond “pretty pictures” and understand exactly which visuals, product angles, and messages actually drive conversion. Using Intelligems, his team began testing photography, landing pages, and infographics to find measurable signals before committing resources.
Those insights allowed Groove Life to align creative, marketing, and leadership around data-backed decisions. They learned that authentic, real-world photography outperformed staged imagery and that balancing risk-reducing value props with clear product storytelling builds trust and lifts conversions.
The result is a brand that treats content not as an expense but as a growth lever. Guided by experimentation, proof, and precision.
Before investing in new photo shoots or creative concepts, Groove Life wanted to prove that better visuals would drive real results. With Intelligems, Mike De Lia and his team were able to test existing imagery, identify which on-body shots improved conversion, and use that data to make a case for larger creative investments.
The early tests gave the team confidence and clarity before spending on expensive location shoots. When results showed that realistic, natural imagery performed significantly better than renders or heavy graphic treatments, it became much easier to justify the investment in professional creative to leadership. That means booking the studio, coordinating new product arrivals, and triggering an uphill chain reaction that’s made us more disciplined about samples and more critical of our product under the lens
“It was justifiable because we had early learnings that on-body was the way to showcase our product. Once we saw that signal, we could go to the team and say this is worth the investment. Intelligems gave us the proof we needed to get buy-in.”
As Groove Life refined its product pages and visual strategy, Mike emphasized the importance of balancing education and de-risking. Too much focus on product features can overwhelm customers, while too little leaves questions unanswered. Using Intelligems, his team tests how different combinations of infographics, benefits, and brand messaging influence conversion and trust.
The goal is to create pages that reduce hesitation without losing storytelling power. Groove Life’s testing approach helps them find that balance between transactional reassurance and clear communication of value.
“What I think is hard for a lot of brands is how much de-risking versus education you do. De-risking is your value props like free returns and guarantees. Education is why the product itself is great. Testing helps us find that balance and know what actually matters to the customer.”
