Problems with Traditional Online Experience and How They Affect Your Fitness Club
As the internet continues evolving, more health and fitness businesses are finding it necessary to obtain online presence via websites and social media platforms. The design of these platforms and websites is crucial to their success, yet they don’t always perform to their full potential.
Here are some of the problems consumers face with the traditional online experience…
Poor user experience issues
According to a survey conducted by Salesforce, the most common frustrations consumers have regarding websites are:
● Difficulty with navigation (34 percent of those surveyed).
● Inability to get answers to simple questions (31 percent of those surveyed).
● And difficulty obtaining basic details about a business, such as address, hours of
operation, and phone number (28 percent of those surveyed).
Many consumers simply do not want to have a large portion of their time used up with searching for information that should be easy to find.
Fitness club websites are not immune from these problems. As it stands now, when a site visitor leaves the site without filling out a form or calling the club, you won’t know what that particular visitor was looking for and whether they left without finding it.
Where the difficulty lies
Each person is looking for something different when they go to a fitness club’s website. Consumers often need personalized information. And that means you need to know what various site visitors are looking for and what their preferences are. Unfortunately, traditional websites simply have no way of tracking that data.
Static websites also don’t feel very personal, even if they have the right information. So consumers have difficulty feeling like you’re really talking to them as individuals. But that kind of relationship is exactly what they need in order to feel loyal to your club versus a different one.
Why these issues are so important for your fitness club
Because fitness consumers are looking for personalized information that answers their specific questions, not having a website that allows you to be responsive could negatively impact your marketing performance and ultimately business metrics. Traditional websites just offer information. But they don’t offer assistance.
The purpose of your website is to turn site visitors into leads and then into paying members. According to a study by InsideSales.com/Harvard Business Review, the ideal timeframe for responding to leads is less than 5 minutes.
After that timeframe, you’re out of their minds and they’ve moved on to something else, meaning you’ve lost your chance to sell to them when they are most ready to buy. In fact, after 5 minutes, your odds of getting in touch with the lead drop by 10 times and if you respond in 10 minutes instead of 5, you have an average of a 400 percent decrease in the odds of qualifying that lead.
Here’s what that means in real numbers:
Given a 15 percent average lead response, if your club gets 1,000 new leads in a month, you can expect about 150 responses. But if you wait more than 5 minutes, you’re now down to only 15 responses from those 1,000 leads. And the longer you wait to respond, the worse the results get. See what a big difference that can make in your sales numbers?
Simply put, by providing your existing and potential members with the right answers at the right time, they will have a better experience with your fitness club, as well as better overall satisfaction with your services.
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