Fitness Mojo was dying. The great recession had hit hard, and they lost 1/3 of their clients. To top it off an employee stole a large chunk of clients and opened their own personal training studio, leaving just 25% of Fitness Mojo’s clientele.
Things continued to get worse. Employee turnover was high. Employees that stayed wanted more money. Marketing wasn’t working.
The website hadn’t generated a single solitary lead. A few clients had a bad experience and slammed the business online. In less than a year Fitness Mojo went from being a profitable and successful company to a company fighting day by day for survival.
Erik realized that he needed help; he thought that improving Fitness Mojo’s pay-per-click campaigns would be the answer. He contacted us for help. We asked a lot of questions. we read all of their ebooks and marketing materials. We read online reviews and we reviewed his testimonials. When our research was finished We identified 5 problem areas:
1. Their website was a conversion barrier.
The “our website is under construction” and “welcome to our site” messages screamed unprofessionalism. None of the content created an emotional response and none of it led to a conversion. While their site had generic photos and a lot of information about their team, the question “what’s in it for me?” went unanswered.
2. There was no compelling reason for people to contact Fitness Mojo.
Erik knew that it was important to capture contact info but the offer wasn’t very compelling. The site did a poor job of focusing visitor’s attention on the offer.
3. Fitness Mojo’s pay-per-click account wasted thousands of dollars.
The PPC accounts were filled with rookie mistakes. Ads were irrelevant and sent everyone to the home page. They used unrelated keywords in the same ad group. Search and display networks ran together in the same campaign. There were no negative keywords, no reporting, no tracking. The accounts were in bad shape.
4. Negative reviews about Fitness Mojo were killing them.
Instead of fixing the problems people were having and trying to make things right, staff argued and added fuel to the fire. People posted more negative reviews in response.
5. The brand was confusing and didn’t improve credibility.
The old website had four taglines. “Personal Training Center” “Get it Back”, “Train Like An Athlete”, and “Train. Nourish. Transform”. What made things more confusing was that the way they were used wasn’t consistent.
Here’s What We Did to Address the Problems.
There were a lot of problems so we decided to focus our attention on five specific areas first.
1. We re-designed the website.
The old color scheme made the content tough to read so a re-design was in order. Erik wanted a tough and gritty look.
Fitness Mojo’s target audience included athletes as well as the average joe so the mood and the image needed to send the right message. The re-design made the content simple and clear.
2. We created and tested several offers.
Erik wanted all of the leads coming in to be “hot” and ready to buy but he knew that wasn’t realistic. Most people wouldn’t be ready to join immediately. For the ones that were, We created a “schedule training” app and tested several offers to get people to sign up right away e.g. “Train Free for the First Month” or “Get Your First Week Free”.
3. Restructured their pay-per-click campaigns.
We paused all of the old campaigns and created new ones. We changed all of the appropriate settings, we separated search and display campaigns, and created ad groups with tightly themed keywords and ads. We continued to work on and optimize Fitness Mojo’s campaign.
4. Created a crisis management plan and guidelines.
We provided Fitness Mojo with a really simple crisis management plan. They knew who to respond to, when to respond, and how.
5. Re-branded Fitness Mojo.
The old brand and taglines were confusing.
The new brand created clarity. Negative reviews meant that people were less likely to believe any claims a tagline made so We kept the tagline simple and functional.
- Once Fitness Mojo’s pay-per-click accounts were fixed, up their cost per acquisition decreased dramatically. They were no longer paying for irrelevant, non-converting keyword phrases. Their account, ad group, and keyword click-through rate were all up. keyword CTR’s were consistently in the double digits.
- After the redesign, Fitness Mojo achieved double-digit conversion rates consistently (a 27.33% conversion rate was the highest).
- Autoresponder emails provided valuable follow-up, educating prospects and keeping Fitness Mojo’s sales funnel full.
- Qualified traffic meant that 80% of the people who converted on site became a customer.
- Once website changes, social profiles, and content were indexed, they (slowly) began to bury negative reviews. Continued success would depend on more content, less negative reviews, and more social activity.
So why aren’t they in business anymore?
This is a great example of how we can’t control every aspect of a client’s business. Our 3 to 30 guarantee focuses on a specific goal, and doesn’t necessarily mean that your business will succeed. There are always other factors outside of our control that can cause a business to fail.