From Clicks to Clients: Revolutionising a B2B Landing Page for the Fitness Industry
In the competitive world of B2B marketing, a well-optimised landing page can make all the difference. Recently, we transformed the lead generation process for a client offering mental wellness training programmes to gym chains. Their innovative product addressed a growing need in the fitness industry, but their website wasn't converting as well as they'd hoped.
What We Changed (and Why It Worked)
The first significant victory came from refining the page's headline. By crafting a message that communicated the value proposition and including dynamic keywords - we saw an immediate 70% increase in page engagement.
But we aren’t just looking for engagement; we needed conversions. This led to one of the most impactful changes, repositioning the contact form. By moving it above the fold, it was immediately visible to visitors. The result? A staggering 55% increase in form submissions.
Understanding that the speed of engagement can significantly impact conversion rates, we added a prominent "Call Now" button with a trackable phone number. The goal was to make it as easy as possible for potential clients to start a conversation. The quicker we could engage in a dialogue, the more likely the lead was to convert.
Knowing that social proof was a key driver of conversions, we added detailed case studies from gym chains that had already implemented the mental wellness training programmes and testimonials from happy customers. These real-world examples resonated strongly with the audience, leading to an 80% increase in time spent on page and a 60% improvement in conversion rates.
Streamlining the inquiry process also proved effective. Implementing a two-step form process, asking for basic information first, followed by more detailed questions, improved overall conversion by 50%.
What Didn't Work (And What We Learned)
Not everything tried was a success. Here are a few experiments that didn't pan out:
Implementing a video background. While visually appealing, it slowed page load times and decreased overall engagement by 20%.
We experimented with an AI chatbot to handle initial inquiries. However the chatbot usage rate was a mere 5% and didn’t lead to any significant changes to key metrics.
We added a social media feed to showcase client testimonials. This decreased page load speed and didn't significantly impact conversion rates, so we removed it.
Post-Conversion Experience: Keeping Leads Engaged
Optimising the landing page was just the beginning. We also overhauled the post-conversion experience to keep leads engaged and moving through the sales funnel. We implemented an automated email sequence with personalised content and set up an SMS system for immediate confirmations.
The results were impressive: 85% of leads opened at least one follow-up email, the average time from initial inquiry to sales call decreased by 40%, and the overall lead-to-customer conversion rate improved by 25%.
Key Takeaways
Optimising a landing page requires a deep understanding of your audience, a willingness to experiment, and the ability learn from both successes and failures.
Here are the key lessons we took away:
Clarity is king. In the B2B world, decision-makers don't have time for ambiguity. Your value proposition should be clear, concise, and immediately apparent.
Reduce friction wherever possible. Every extra field in a form, every additional click required, is an opportunity for a potential lead to change their mind.
Prove your worth. Use case studies and previews to show the tangible value of your offering.
Test everything. What works for one audience may fall flat with another, underscoring the importance of continuous testing and refinement.
The journey continues beyond conversion. A solid post-conversion strategy can be the difference between a one-time customer and a long-term business partnership.
In the end, we saw an increase in leads and an improvement in their quality. By focusing on the entire user journey, from first click to final conversion, we created a process that didn't just attract visitors—it turned them into valuable clients.
