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Fitness Studio Marketing: 4 Killers of Your Customer Conversion Process

Corey Loehr
June 20, 2018
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Your customer conversion process is like an art form: you need to have the right amount of balance and timing in order to succeed. People often make the mistake of focusing on small things like the colors in their logo, while ignoring mistakes that are silently killing their conversion rates. A great business model can only get you so far if you’re doing these things that can easily kill your customer conversion process. Learn what these silent killers are and how you can avoid them below.

Giving Your Leads Too Much Time to Think

You may think that in the long run giving your leads some time to think over your offer or service is a good idea. It lets them have control over the buying process and not regret their purchase. But instead, giving your leads too much time to think about what you’re offering them can kill your conversion rates. Instead of leaving your leads alone with your offer, give them a set period of time until your offer expires. For example, you could send them a coupon for 50% off their first month of membership, or you could send them that same coupon… only it expires in 24 hours. Putting a time limit on your offers forces your leads to jump on the opportunity while it still lasts, boosting your customer conversion rates.

Clunky Sign-up Process

Making it difficult for your leads to sign up for offers or free downloads is a major contributor to what’s killing your conversion process. Customer’s attention spans are short, meaning that they don’t have the time or energy to fill out a 20 question sign up form. If you ask for too much information or make it difficult for your leads to give you their information, they are going to leave. Even the best offer can be killed by having a hard to use and clunky signup process. Make sure you’re only asking only for the most essential information in your lead capture forms such as their name, email, and maybe a phone number. You can focus on capturing other pieces of information from them later in the process once they’ve become a customer.

Not Following Up Enough

Did you know it takes 6 to 8 interactions to generate a viable lead? The biggest problem marketers have with converting leads is that they never follow up enough. There’s a fine line between being persistent and being annoying, and a lot of people are afraid of crossing it. But it’s better to be persistent and get conversions than to not. Being persistent means following up with your leads in an automated email workflow or through phone marketing not just once but several times. Send them a variety of content including industry tips, updates from your business, as well as offers and discounts they can’t say no to. With enough time and dedication to persistent, you will find yourself with higher conversion rates and get those leads that you would have otherwise lost if you gave up three emails ago.

Not Staying Connected with Customers

Just because you’ve got your lead to convert into a customer doesn’t mean your job stops there. Staying connected with customers is just as important for your conversion process as is staying connected with leads. One time customers can become long-term customers if you stay in contact with them by sending them helpful content and periodic offers. Staying connected with your customers can also lead to them referring their friends and family to your business. This can happen organically, or you can provide an incentive for referring friends. Either way, if you completely ignore your customers after they convert you’re doing nothing for your business.Your customer conversion process is vital to getting people through your door. It’s important that you spend time and energy on perfecting it. If you recognize any of these things above that as a bad habit your business has, it’s time to make a change. Don’t be afraid to be a little pushy and persistent – leads have the option to sign out of your marketing. At the end of the day, leads sometimes need that extra encouragement to finally make a purchase. Never forget to make things as simple as possible for your leads and stay connected with them throughout the entire sales process, even after they’ve already converted. By following these steps, it’s simple to revamp your customer conversion process and see your conversion rates skyrocket.

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