In our work as digital marketers, we get to work with a variety of clients in several industries. Today's case study takes us to Wayne, Pennsylvania to a health and fitness complex, known as Club la Maison. As a long time web design and digital marketing client of Speak, our teams met together last fall to challenge the work we've done and push the needle forward. While we were seeing real results that impacted their business in organic searches, we wanted to up the ante and focus on a cohesive integrated marketing strategy that was measured through increased conversion. This led us to creating a strategy for paid channels that would be impactful and really give the club a boost.
For Club La Maison, their top conversion point is a free 14-day guest pass. This pass brings people in the door, allowing them to try out the fitness club for and have a one-on-one experience with the club's customer service.
As an end (and ongoing) result from the AdWords refresh and strategy, the club is getting more interest and members from their online marketing efforts than ever before. Take a look at the video below and read more to learn about how we achieved these results.
the main goal for Club La Maison is getting people to try their fitness club and convert those guests to members. They encourage this by offering a free 14-day guest pass.
How did AdWords Help?
Twenty. That was the number of conversions Club La Maison averaged in their Adwords campaigns when we began managing it around February 2016. Once the guest pass is activated and they walk in the door, Club La Maison's team makes the guest’s visit exceptional and encourages the guest to become a member.
While they were happy with the business being brought in each month, we knew that with a bit of optimization to the ads and landing pages, we could increase that. In October and November 2016 we completed a major overhaul of their campaigns. We did the following to make Adwords efforts more effective:
- Tossed out low-performing keywords
- Added new keyword opportunities for search ads
- Tested new ad copy and removed all low-performing ads. We optimized ads week-by-week till we reached higher performance.
- We improved the gym pass landing page with more specific copy and later included a member testimonial video.
Each of those efforts was refined on a regular basis until we saw in increase in CTR and conversions. By December 2016 we reached 38 conversions.
Entering 2017, we knew January would see an increase in impressions as people set new fitness goals and New Year's resolutions during this time. We geared up to capture as many people as we could. We blew past December and reached 55 conversions, which was a record for the club.
Club La Maison's target conversion rate for paid search was 3%; within the first month of setting that goal, we actually hit a 4.32% conversion rate. Consistently, we checked campaigns, retained and reiterated what was working and analyzed anything performing below our target goals.
We expected February conversions to drop, and they did, but only by 4! We reached 50 conversions, which was a welcome surprise coming off of a record month. In the 28-day month of February, we still reached 50 conversions with a 4.97% conversion rate.
From there, we were certain conversions would drop, and had very open talks about what that might look like with the client. However, that didn’t happen. Our conversions column went north again, reaching 61 conversions with a 5.39% conversion rate! Within just a few short months, we had tripled the conversion average of 2016. And to add icing to the cake (or protein to the shake), we were spending significantly less than when we were seeing 20 conversions. A picture everyone loves to paint: spending less and converting more.
Recently, we’ve implemented two new campaigns within Adwords: remarketing and a trial YouTube ad. The remarketing campaign follows website visitors with display ads for the club, promoting the free gym pass. This works by capitalizing on website visitors that didn’t fill out the form on their first visit - we can stay in front of them until they’re more interested or ready to sign up.
The YouTube ad is really a test of a new ad medium for the client, which is under the umbrella of the cohesive strategy drafted in 2016. Since the club had high-quality video content, we set out to try YouTube to mix up the advertising we’re doing and add an additional touch point. Also, YouTube ads are relatively cheap at only $0.09 per view for the club’s quick video ad. We’re taking the same initiative as remarketing here, except with a video ad. We’re only targeting those who have visited the website and have shown interest in Club La Maison.
How was design impacted?
In February 2017, we made the strategic decision to add a “sticky button” (promoting the free gym pass) to the bottom of the homepage. In particular, we worried that mobile visitors could miss the free gym pass sign-up page. On desktop, the gym pass is prominent in the header:
However, on mobile it isn’t visible because of the limited width:
A visitor needed to click the menu and then happen to see the guest pass item. We determined we could be missing out on conversions if mobile visitors never saw the free guest pass. So, we set out to implement the sticky button that tracks with the user on the homepage:
What was the result after one month of testing? We saw mobile conversions double!
Strategically, we pulled the most important CTA for Club La Maison to the forefront of view for mobile users on the homepage. Of course, the original design didn’t purposely hide the free guest pass, it was just not prominent enough for users who tend to spend a limited amount of time on a page, which can cause it to likely get lost amidst everything else.
All we had to do was make it prominent, but not in an intrusive way to disturbs user experience. You’ve probably visited a website and upon arrival been slapped with a large pop-up. We didn’t want to interrupt a site visit. But we also didn’t want the user to miss the free gym pass opportunity. The sticky button was the best solution for this particular goal.
Here’s a confetti map of taps (clicks) on mobile:
The free guest pass isn’t missed now. Users do notice it and they do click on it.
Now, we’re looking to add the button to more pages and test conversion rates. If we don’t see an improvement, then we’ll get rid of the button and cross it off our list of strategic iterations. This is the beauty of testing.
From this test, we've learned a few things that apply to several of our pay-per-click clients.
- Test everything - Nothing is more critical to test than when money is directly tied to results. Test, analyze, revise, test again, analyze again and revise again if needed.
- Broad Match Keywords vs. Targeted Keywords - Know your audience. When you take the time to drill down targeted keywords, it creates less ad waste and more conversions. This means you might not catch the attention of every person searching in your industry, but you will catch the attention for people who know what they're looking for, and that leads to more conversions
- User experience is everything - The best ad campaign in the world won't convert if the user has trouble figuring out what action they need to take once they've clicked through to your site. Take time to map out exactly how you want a user to flow through your site, and build around that.
Do you need help with your pay-per-click campaign? Contact our digital marketing team to learn how we can partner with you to increase conversions.
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