Entice, Offer, Convert!

A year back, I was searching for a fitness class with a trainer to get in shape near my home. I started searching on Google only to find that it showed a few that had websites. As I wanted to know more without going there physically, I clicked on the site of one that was a yoga class. The meta description of the google search showed that they were running a discount on the first 10 classes. After clicking on the ad, I didn’t land up on the page that had was mentioning the discount. It was a little frustrating to see the benefits of the yoga page rather than getting the discount promo.

I could have called them to ask for the discount, but I didn’t (as I thought they might say it was in the past or it’s just a marketing gimmick). I clicked on another search that was of a kickboxing class. I found a Groupon on this one, and I am still a member of the same after a year. I lost some pounds and feel great about it, and I keep referring it to my friends.

Although, when I think like a marketer, I find that not communicating well to the prospects or fulfilling an advertisement promise hurts a lot of businesses. Notably, a small family business, in this case, is trying to survive in a world where it is difficult for them to compete on prices with the chain of health clubs. Their landing page should have asked for my details and offered me the discount that had enticed me. An excellent landing page looks a lot like the advertisement that comes up on a Google search. It should be clean with lots of white space, and an attention ratio should be near 1:1.

In this day and age, business owners should understand how a website can help them to increase prospects. By getting contact information from the person, they can tailor their offering. This way, they can have a fair shot to convert them for long term members.

Leave a Comment

Your email address will not be published.