Rochester Athletic Club
Challenge
Rochester Athletic Club (RAC) is a local health club that was looking to build deeper connections with their current clientele. RAC built a successful brand throughout the Rochester area and sought our help for establishing clear communication paths with members, increasing member retention through inbound marketing strategies, and designing a user experience that reflects the RAC’s premium facilities. RAC is now continually improving their members’ experiences with an agile growth-driven design plan. By frequently collecting and analyzing data, RAC is able to make updates where it matters most.
Solution
Discovery Phase During our researching phase, our data analysts found that the bounce rate for direct visitors was significantly higher than average. The numbers told us that visitors were doing one of two things: Not finding what they were searching for, and leaving the website, or Finding what they needed right away, and quickly leaving the website thereafter. Another issue that tied into the high bounce rate for RAC was the lack of visitors scrolling down past the “Schedule a Tour” call-to-action. Subsequently, social following suffered because the social sharing icons at the bottom of the page were not being reached. Additionally, links to PDFs located on web pages were causing visitors to spend even less time on RAC’s site. During the discovery phase, we also took into account RAC’s members’ goals for the website and marketing efforts. These consisted of: Easy access to schedules Quick view of club features, activities and classes An accessible member portal Access to important club announcements Access to membership and amenity pricing The RAC team took these member goals to heart, as they tend to do, and we got to work. Building Phase After our initial research, we knew RAC needed a modern website designed and developed. Some elements that went into the building phase included: Professional photography and graphics Maintaining a family-friendly message via content Creative uses of color and white space A simple, intuitive layout RAC worked hard for their brand’s positive, family-focused influence in the community. We worked to intertwine the original, community-based vision, with a world-class health club design and function. This meant that some contents from RAC’s old website would be transferred to complement the new material. In addition to RAC’s responsive website, the fitness club needed some guidance in their content marketing. Becoming an industry-leader in the fitness realm is no easy feat; however, with their informative blog and inbound marketing tactics, RAC has yielded significant results.
Results
RAC was able to successfully improve upon their already welcoming culture with the help of user-friendly features and marketing tactics. Here are some of their results: 10% - increase in traffic 7.8% - increase in organic sessions and 8.3% increase in local (rochester traffic) 65% - increase in service pages 253% - increase in pageviews to the personal training page which resulted in 15% increase in personal training packages
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