Landing pages are a huge part of our Fit FLAVER program here at Loud Rumor. Not only are they a great place to showcase your fitness studio’s offer, but it’s also the perfect, distraction-free environment for leads to opt into your promotion.
If you already use a landing page in your fitness marketing campaigns, you’re on the right track. But these 4 steps increase landing page conversions even more. Let’s dive in:
Every fitness landing page we make includes video. Videos have been shown to increase conversions on landing pages by up to 80%, and they’re a great opportunity to show off your fitness studio, capture what the workouts look like, and talk up the offer. B-roll of your trainers, top students, and most exciting classes is great to include here, especially if you add a voice-over to talk about your offer.
We use Wistia for all of the videos on our landing pages. Wistia has a ton of cool features like autoplay — when someone clicks a Facebook ad for our customers’ offer and comes to the landing page, the video plays immediately. 4 out of 5 viewers will click away if a video stalls while loading, but autoplay videos capture their attention immediately so that their focus stays on your fitness studio.
2. Pop-up Box with CRM Integration
Landing pages capture people who are interested in your fitness offer. It’s a place for them to “convert” or “opt in” by giving their name, email, and phone number. So every landing page should have a form that people must fill out to redeem your fitness promotion .
But there are strategic places and ways to include this form. A study conducted by LeadPages found that a 2-step opt-in process (where people need to click a button for the form to pop up) generates 30% more form submissions than when the form is placed directly on the page. So when someone opts in on your landing page, it should look like this:
When you customize your opt-in form, integrate it with your CRM or email marketing software. This way, when someone fills out that contact form on your landing page, their information gets placed into a pre-set email drip campaign. We integrate our landing pages with Infusionsoft so that whenever someone opts in to our customers’ offer, they automatically get sent a confirmation email. This way our fitness studios get to stay in communication with and nurture their leads without lifting a finger.
Simulated urgency is another valuable landing page tool. The fewer there are of something or the sooner the offer expires, the more people want it (that’s why auction sites like eBay are so successful). Create the same kind of urgency on your landing page with these strategies.
A countdown timer is a great way to up the urgency on your offer. This is a customizable, built-in feature that LeadPages offers — set any amount of time remaining (though less is better). You can even set the countdown restart each time someone visits your page. So if Sarah and Christina visited the page a day apart, each would see the same amount of time remaining as the other did. Here’s an example of a countdown timer on a landing page:
Scarcity is also a good way to increase opt-ins. The GIF in the previous section is a good example of this. Right above the opt-in button, there’s a small line of text that reads, “ Trials Remaining.”
Creating urgency is as simple as choosing your words carefully. The page in the photo above does this simply by saying, “Call us NOW.” Phrases like, “Don’t wait,” “don’t miss this opportunity,” “hurry,” or “expiring soon,” all work as well.
Let’s imagine that someone saw your ad on Facebook, clicked it, and was taken to your landing page … but for some reason, didn’t opt in. This is where Facebook retargeting comes in. If you’ve ever seen a company’s ads “follow” you all over Facebook, that’s retargeting in action. It’s super easy to install, and it’s as close to magic as marketing gets.
Here’s how it works: Facebook provides all advertisers with a snippet of code that you can install on landing pages and websites. When someone visits a page where the code is installed, their web browser is tagged as having visited that site. Now, whenever that person visits Facebook or Instagram, they’ll see your ads until they either opt in or a certain amount of days runs out (you can set the retargeting ad to run for 90 days, etc).
So even if a lead doesn’t opt in once they initially see your landing page, retargeting lets you stay top of mind for up to 6 months.
Mike Arce is the CEO and founder of Loud Rumor, a lead generation company for fitness studios and independent gyms that supports their customers with sales training and techniques to grow and scale.
Mike has spoken for companies like Infusionsoft, the Better Business Bureau, ASBA, and Local First – all on the topic of Local Business Internet Marketing. He has a passion for local businesses and helping them grow. You can get fresh, updated tips from Mike here.