How does a fitness landing page sell services in the amount of € 1170 a week?
When I was working under this article, the first point was as follows - to describe in simple words what we did to help one of our clients achieve great results. I will do the same.
The title of the article already makes it clear that this article will be about the fitness industry, but the steps described below can also be applied to beauty and other service providers " by appointment ".
In short. We developed a landing page, invested 180 EUR in advertising, as a result the client sold his services for 1,170 EUR in one week. Results of the test examined the profitability of the sales process.
Read more about the steps we have taken to achieve these results.
CUSTOMER.
Premium fitness studio Fits You. The main service - EMS [electrostimulation] classes and kinesiologist services. It was important that the combination of these two services provides maximum results for fitness studio clients, and we had to take it into account.
The client had a "Consultation" service worth 30 EUR. This consultation lasts one hour and 20 minutes and includes the following:
-posture assessment
-muscle test
-determination of weight and their components
-orthopedic assessment
-an individual EMU lesson based on the results obtained above
TODAY [in the figurative sense "today"], in order to attract a potential customer online and sell him your product, the first sale must be made at either cost or minus. And this is normal, because there is a term like CLTV [Customer Lifetime Value]. In other words, this indicator is responsible for how long a particular customer will be a customer of your company and how much money he or she will bring in a particular life cycle. A potential customer can become a customer and be there for half a year, a year, two, three or maybe just a couple of weeks. It all depends on the business niche. Therefore, although the first sale may go at cost or minus, it is important to understand how much money the customer will bring to the company during their CLTV, and this number is calculated by each company based on internal data.
Our customer was strongly against discounts, but to attract the attention of potential customers, we gave a 50% discount to first 15 people.
What kind of? Here we need to look at the ads we showed to the client's target audience on social networks Facebook and Instagram.
The title of the article already makes it clear that this article will be about the fitness industry, but the steps described below can also be applied to beauty and other service providers " by appointment ".
In short. We developed a landing page, invested 180 EUR in advertising, as a result the client sold his services for 1,170 EUR in one week. Results of the test examined the profitability of the sales process.
Read more about the steps we have taken to achieve these results.
CUSTOMER.
Premium fitness studio Fits You. The main service - EMS [electrostimulation] classes and kinesiologist services. It was important that the combination of these two services provides maximum results for fitness studio clients, and we had to take it into account.
The client had a "Consultation" service worth 30 EUR. This consultation lasts one hour and 20 minutes and includes the following:
-posture assessment
-muscle test
-determination of weight and their components
-orthopedic assessment
-an individual EMU lesson based on the results obtained above
TODAY [in the figurative sense "today"], in order to attract a potential customer online and sell him your product, the first sale must be made at either cost or minus. And this is normal, because there is a term like CLTV [Customer Lifetime Value]. In other words, this indicator is responsible for how long a particular customer will be a customer of your company and how much money he or she will bring in a particular life cycle. A potential customer can become a customer and be there for half a year, a year, two, three or maybe just a couple of weeks. It all depends on the business niche. Therefore, although the first sale may go at cost or minus, it is important to understand how much money the customer will bring to the company during their CLTV, and this number is calculated by each company based on internal data.
Our customer was strongly against discounts, but to attract the attention of potential customers, we gave a 50% discount to first 15 people.
What kind of? Here we need to look at the ads we showed to the client's target audience on social networks Facebook and Instagram.
An advertisement offering specific discount - "Find out the condition of your body for 15 EUR".
An advertisement offering specific discount - "Check the condition of your body for 15 EUR".
ADVERTISING CAMPAIGN.
First, we prepared ad campaigns with 2 different advertising goals - Traffic and Conversions, with the goal of collecting customer data.
First, we prepared ad campaigns with 2 different advertising goals - Traffic and Conversions, with the goal of collecting customer data.
Aims of advertising campaigns.
We did this to understand where the price per participation would be the cheapest. Including A / B testing for ads.
2 psychological triggers were used in the advertisements - a price reduction or discount, which is in a limited quantity - which has a good effect on the conversion rates.
LANDING PAGE.
After a potential customer clicks on the ad link, they're taken to a separate landing page.
2 psychological triggers were used in the advertisements - a price reduction or discount, which is in a limited quantity - which has a good effect on the conversion rates.
LANDING PAGE.
After a potential customer clicks on the ad link, they're taken to a separate landing page.
Separately designed landing page.
You see the structure of the landing page in the screen shot attached above.
A description of what the potential client will receive during the consultation [service enhancement]> a call to action [CTA]> a description of who will benefit from it> trigers + CTA.
After the client clicks on the action [CTA] button, a pop-up window opens where you can sign up for the consultation.
A description of what the potential client will receive during the consultation [service enhancement]> a call to action [CTA]> a description of who will benefit from it> trigers + CTA.
After the client clicks on the action [CTA] button, a pop-up window opens where you can sign up for the consultation.
Consultation application form.
After entering the data, the payment window "pops up", where it is necessary to enter the credit card data, confirm the payment, after which the user is taken to the "Thank you" page [screen shot is below].
Page "Thank you for registration".
On the specific page you can see the fitness trainer's thanks for registration and a video that tells about what will happen next after registration and payment - the coach will contact the client, agree on the day and time of the consultation, answer all the questions.
CUSTOMER ACTIONS.
We have done our job at this stage. Next, it all depended on the work of the fitness club representatives and our recommendations on how to improve sales. During the consultation, the fitness coach had to interest the potential client as much as possible in order to end the deal by selling a membership to EMS classes.
Our recommendations were as follows:
-don't rush to sell
-listen to the client, understand and analyze their pain and problems
-give maximum benefits and recommendations to clients, with the help of which they will solve their problems, but the coach will gain trust
-sell
In my opinion, in such a situation you have to feel your customer, so you have to find the right moment to sell. But you also have to be an expert in your job and a real professional who can explain, help and sell.
Let 's summarize what has been done.
What did we achieve?
We set up a test advertising campaign for a week, investing 180 EUR. This advertising campaign brought 28 leads or data of potential customers, where the application of each potential customer cost 6.43 EUR. On the one hand, it may seem that the price per contact is too high, but here we must not forget that the average receipt in this particular industry is high, and we are not only interested in selling a consultation worth 15 EUR, but also selling other services, to which I will return.
12 out of 28 contacts signed up for the consultation, as a result of which these 12 potential clients compensated for the investment in advertising. However, we reached the main aim - to bring a potential client to the fitness club.
After that, 6 out of 12 people who came for the consultation bought services for 1170 EUR, and the average amount of the receipt was 195 EUR.
Our ROMI [Return on Marketing Investment] reached 550%. In one week.
My aim was to show how the development of a sales landing page through internet advertising is helping in attracting potential customers TODAY. And here is a step-by-step example that you can use in your company in the same way.
I will draw your attention again to the CLTV index.
When a potential customer comes to you, you should always think about how to keep that customer as long as possible and how much money he will bring throughout his CLTV. It is work with a database and a CRM system, which is very important, but few understand it.
Attracting new customer is more expensive than selling the service to an existing customer who already knows your company, purchased the service and remained satisfied. How do I know that? I have calculated this index for most of the customers who contacted me.
CONCLUSION.
To promote your sales successfully, you need:
- to develop a structured landing page
- to prepare a "delicious" offer for potential customers
- to use psychological triggers that positively affect conversion rates
- to describe / draw a diagram of the sales process
- to be a professional in your field
If you have any questions or if you want to develop the sales process together with an effective landing page, I am always ready to discuss it!
See you.
CUSTOMER ACTIONS.
We have done our job at this stage. Next, it all depended on the work of the fitness club representatives and our recommendations on how to improve sales. During the consultation, the fitness coach had to interest the potential client as much as possible in order to end the deal by selling a membership to EMS classes.
Our recommendations were as follows:
-don't rush to sell
-listen to the client, understand and analyze their pain and problems
-give maximum benefits and recommendations to clients, with the help of which they will solve their problems, but the coach will gain trust
-sell
In my opinion, in such a situation you have to feel your customer, so you have to find the right moment to sell. But you also have to be an expert in your job and a real professional who can explain, help and sell.
Let 's summarize what has been done.
What did we achieve?
We set up a test advertising campaign for a week, investing 180 EUR. This advertising campaign brought 28 leads or data of potential customers, where the application of each potential customer cost 6.43 EUR. On the one hand, it may seem that the price per contact is too high, but here we must not forget that the average receipt in this particular industry is high, and we are not only interested in selling a consultation worth 15 EUR, but also selling other services, to which I will return.
12 out of 28 contacts signed up for the consultation, as a result of which these 12 potential clients compensated for the investment in advertising. However, we reached the main aim - to bring a potential client to the fitness club.
After that, 6 out of 12 people who came for the consultation bought services for 1170 EUR, and the average amount of the receipt was 195 EUR.
Our ROMI [Return on Marketing Investment] reached 550%. In one week.
My aim was to show how the development of a sales landing page through internet advertising is helping in attracting potential customers TODAY. And here is a step-by-step example that you can use in your company in the same way.
I will draw your attention again to the CLTV index.
When a potential customer comes to you, you should always think about how to keep that customer as long as possible and how much money he will bring throughout his CLTV. It is work with a database and a CRM system, which is very important, but few understand it.
Attracting new customer is more expensive than selling the service to an existing customer who already knows your company, purchased the service and remained satisfied. How do I know that? I have calculated this index for most of the customers who contacted me.
CONCLUSION.
To promote your sales successfully, you need:
- to develop a structured landing page
- to prepare a "delicious" offer for potential customers
- to use psychological triggers that positively affect conversion rates
- to describe / draw a diagram of the sales process
- to be a professional in your field
If you have any questions or if you want to develop the sales process together with an effective landing page, I am always ready to discuss it!
See you.
