All businesses should have a website that provides information and explains their products or services, but when you want people to take a certain action, landing pages are more effective. If you take them to a website instead, they will be more likely to get distracted and less likely to take the action you want them to take.
Landing Pages VS a Websites
Landing pages are pages with one call-to-action and provide necessary information pertaining to the CTA. They are specifically built to send traffic to for a specific purpose. For example, if you run an ad for a free week pass to your fitness studio, send people to a landing page where they enter their information to claim the pass. On the other hand, a website has a lot of information with links to other pages, so people are easily distracted and could check out other pages without claiming your offer. Information about your business such as the services you provide, your team members, and ways to connect you are listed on your website.
What to Put on Your Landing Pages
We build our landing pages through ClickFunnels. Both platforms have drag-and-drop features that make it easy to design nice landing pages.
Don’t overwhelm your prospect with too much information. Only include necessary information that helps people take the action you want them to take. Adding a video to your landing page can increase conversions by up to 86%, so include a quick video that shows how people how awesome your studio is.
When people click on your ad and go to your landing pages, explain exactly what they get from your offer. Include your fitness studio’s address, and a video that shows how awesome your studio is. Have a form where people enter their name, email address, and phone number in exchange for the offer. Include social proof, as people are more likely to opt in to your offer if they see that other people have too. For example, include a picture of one of your rockstar members and add a quote from them.
Utilize Conversion Features
There are also other features on ClickFunnels that encourage people to opt in. One of them is a countdown timer, so when someone lands on your page, they see that they have a limited time left to claim their offer. Set your timer to 24 hours to get people to act quickly If they take time to think about it, there’s a smaller chance that they’ll actually come back to your landing page again. Another feature is that you can trigger a pop-up box when someone begins to exit one of your landing pages. When the person’s cursor moves to the top as they are about to exit your page, a box pop ups on their screen where they have the option to claim the offer.
Here’s a quick sneak peek of one pilates studio’s landing page. This studio got 41 new members in 2 months, and their landing page included a video, countdown timer, and more.
A/B testing is when you have two different versions of something, like Ads or landing pages, to see which one performs better. Different elements that you can change include images, ad copy, headlines, videos, and offers. Only change one thing at a time so that you know exactly what works best.
For example, use an image on one landing page and a video on the other. Everything else on the page remains exactly the same. If you find that the page with the video has a higher conversion rate, continue to use that one. A/B testing is great because you can continue to test different things to figure optimize your page for conversions.
According to Invesp, 58% of marketers use A/B testing to improve conversion rate optimization. Without A/B testing, you won’t know what works best for your target demographic.
When you use landing pages for people to claim your fitness studio’s offers, you’ll generate way more leads than your website. Does your fitness studio use landing pages? If so, what features have you found work best? Let us know in the comments!