Under Armour Logo

62 / 80
10 / 10
10 / 10

82 / 100

Rank 2

Under Armour

Under Armour is an American sports fashion retailer. Their cross-platform implementation of persuasive elements landed them a score of 62/80 on persuasion.


  • Under Armour leverages authority on the home page with industry influencers, bringing more credibility to their brand image.
  • Their persuasive approach can be seen clearly throughout the website, using various persuasive techniques with different designs.


  • To take things to the next level Under Armour can use their products’ characteristics to run more persuasive experiments with tags, notifications, and nudges.
  • Using more persuasive copy when recommending products to shoppers can increase the likelihood they click on the product.
Under Armour feature screenshot

Standout feature 01

Checkout Persuasive Nudges

No one likes to be told what to do, so finding a way to nudge purchase behavior can be tricky. Under Armour found a way to subtly encourage checkout completion with a non-intrusive message. We also noticed that these messages change, showing that they are testing different copy to find the best way to communicate with their shoppers in the final stage of their journey.

Under Armour feature screenshot

Standout feature 02

Product Listing Page Smart Notification

These smart notifications on the product detail page are persuasive, pointing out psychological product characteristics. What we like about this message is that it isn’t your standard, “X amount of people have seen this today!” social proof copy. Instead, it takes a more unique approach that leverages the authority of personal trainers.

More standout features

23 Fashion Retail Persuasion Trends

Learning about driving purcahse behavior doesn't stop here. Download our Persuasion Trend Report for Fashion Retail to discover the latest and greatest content and copy designs. Let us take you through twenty-three actionable examples of Top 100 standout features.

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