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, a landing page is 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.
Landing Page VS a Website
A landing page is a page has one call-to-action and provides 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 Page
Don’t overwhelm your prospect with too much information. Only include necessary information that helps people take the action you want them to. 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 page, 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.
There are also other features on ClickFunnels and Leadpages 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 your landing page. 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, such as an ad or a landing page, 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!
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.