It’s 6:00 am on a Monday morning, the sound of your phone alarm wakes you up, but instead of getting pissed and throwing it across the room, you gently swipe to shut it off. The birds are singing, and you feel the warm sun rays hit your fresh morning face. If you haven’t guessed, today is the day – the one you have had circled on your calendar in red Sharpie for months; Website Launch Day. After months and months of painful back-and-forths, today, you are finally showing your site to the world. Today, you will own a small piece of the interweb. You’ve earned it!
A couple of weeks later…
During the initial launch week, everyone on your fitness team – from managers to personal trainers – was so excited to finally to launch your new club’s website that they forgot to think of the prospect/user during the process. You and your team were too busy worrying about the design of the pages instead of the substance on the pages. It’s a common issue that happens with most new websites; so don’t feel bad about it. The good news is, it’s not too late to take a step back and start evaluating each site page to make sure they are all conducive to generating your club more leads. More importantly, more trial passes.
Here are six proven ways to increase the number of trial pass leads right from your homepage:
1. Insert a – very noticeable – trial pass CTA (call-to-action) button in your top navigation
When a prospect is browsing your website, the navigation links are one of the first elements he or she will look at to see what kind of programs you offer. If your prominent offer is a trial pass for your club, then why not put some lipstick on it in your top menu. The images below will show you the difference between a good and bad example of a CTA in your navigation.
2. Have clear and concise messaging above-the-fold
Above the fold content refers to the content that appears first when your website loads without having to scroll. I like to refer to the content ‘above-the-fold’ as your ‘hero’ content. You want to make sure your website’s hero opens up with a bold statement about who you are and what your club has to offer. Your hero is a great area for you to experiment with and A/B test different headlines to see which drives the most CTA clicks. Your goal is to get your prospects to click on the primary CTAs in your hero without having to scroll. Think of it as your website’s elevator pitch. Or better yet, your blink test (link).
“A/B testing (sometimes called split testing) is comparing two versions of a web page to see which one performs better. You compare two web pages by showing the two variants (let’s call them A and B) to similar visitors at the same time.” – vwo.com
Side note: If you want to encourage users to scroll down your page, then I suggest you insert an animated icon of a scrolling mouse wheel or arrow below your hero content or link one of your primary CTAs to a section on your homepage through an anchor tag.
3. Include a TOFU (top of the funnel) marketing offer
Even though we’re specifically talking about ‘Trial Passes’ – an offer located at the bottom of the marketing funnel – you want to make sure you have an available offer for people at the top of the marketing funnel (awareness stage). Examples of this material would be free content to download in exchange for your prospect’s e-mail. Once you receive their e-mail, you can now send them marketing and nurturing letters to try to encourage them to sign up for a trial pass. If you don’t have this type of content handy, talk to one of your personal trainers about writing up a quick one-page workout. I’m sure they would be excited about getting their name out there.
4. Don’t overcrowd your design
When you’re trying to decide what content you are going to place on your homepage, always try to view your site from a user’s (member’s and non-member’s) perspective. Let’s say you were looking for a new fitness center to join, think about what kinds of information would you like to see. What can that club tell and show you to help encourage your decision to sign up for a trial pass? I know this step seems elementary, but it often gets overlooked. Too many people get caught up in the visual design process and forget to evaluate the types of content they’re placing on their pages. Use white space to your advantage and tell a story with your content to keep users engaged.
Best practice: Place your content blocks in an organized Google doc, reach out to your current members and prospects and gain their feedback on the types of content they would like to see on the website. Performing this extra step of surveying your audience will help save you time and confusion in the long run and provide insight on how your users will browse your website.
5. Optimize for mobile and speed
I’m sure you’ve heard this from every angle, but I’m going to say it again… Design a responsive website!
Responsive web design is the term used for websites that are developed on a framework that changes its shape to various mobile device screen sizes to enhance load time and the overall user experience.
I’m not sure if you’ve noticed, but everyone and their grandmother are constantly on their phones browsing the web (yes all my grandparents are on Facebook and usually the first ones to like my photos). In most cases, you need to have your website designed for mobile first; depending on your club’s demographic. There are two KPIs (key performance indicator) you need to measure when it comes to responsive design:
2. Content clarity
I can talk for hours about these two KPIs, but to keep it short for you, I’ll give you a quick summary and write an additional blog article for each item at a later date.
When people are using their phones to browse the web, they are looking to get information fast and accurate with zero load time. There are a plethora of online tools you can use to increase your website’s performance across the board. I like to use WPMU’s Hummingbird WordPress plugin for site compression and WP Super Cache to cache content for your users to load faster each time they revisit.
Caching is another word for saying saving. Once you’ve visited a website, your browser will remember all the files and code that belong to that site and will load faster each time.
Bonus tool: You may also want to consider hooking your website into a CDN (content delivery network). These little gems will cache your website on a server located near the end user, so it will loader faster each time. All the big dawg websites do it, so just follow along.
2. Content Clarity
The mobile version of your site needs to represent a cleaner version than your desktop view. Fewer design elements will help your content’s legibility and increase your user’s scrolling experience. Go through your content and decide with your team – based on your content survey – what content is most relevant/valuable to your user and which content/design you should eliminate for the mobile version.
Now back to my main points…
6. Enable heatmap analytics
If you’ve never heard of a website heatmap – you’re in for a treat. Companies like Hotjar, CrazyEgg, and Mouseflow, have built phenomenal software that tracks your user’s activity on your website. Hotjar is my personal favorite, and not because they send me free t-shirts. They have multiple tools outside of heatmaps available for use such as user polls, surveys, mouse recordings, and much more.
Heatmap click and scroll activity example:
Click map example:
Scroll map example:
Well, there you have it. I’d say you have your work cut out for your for the next few months. I hope that these six tips can you help you create the homepage you dream of and increase your trial pass leads once and for all!