Wodify is a leading all-in-one fitness management software, trusted by 5,000 of the world’s top businesses. With one of the largest & most accurate datasets in the industry, we decided to create this blog series in order to share specific metrics that are proven to drive results, insights from the most successful gyms, and how Wodify customers can track their progress.
At a high level, there are two ways for a gym to increase top-line revenue:
This blog is going to focus on #2 and, specifically, how to get more paying clients by improving your lead conversion rate.
Through our research, we discovered that getting leads into your gym quickly can double your conversion rate.
Most gym owners understand that a higher lead conversion rate is good, but what is an ideal conversion rate and what can you do to increase yours? We dug into the numbers, analyzing thousands of gyms lead & attendance data to answer those questions.
What we discovered is that the single most important factor in improving your lead conversion rate is getting leads to attend their first class.
On average, the conversion rate of leads who attend class is 48% while the conversion rate of leads who do not attend a class is 24%.
To go one step further, we analyzed if there was a difference between conversion rates based on when a class attendance occurs relative to when the lead was created.
In fact, our data shows that, of users who attend a class and convert, 70% of them will have attended that class within 5 days of becoming a lead. Further, 85% of them will have attended a class within 12 days.
To summarize, while the biggest driver in lead conversion rate is whether they attend a class or not (recall that attending a class increases the overall conversion rate by 2x), the second biggest driver is when they attend that class (the sooner the better).
In order to track this, we built an Insights dashboard to show you at-a-glance how your business is performing. With Wodify Insights, you can instantly view your business metrics for:
We asked some of the industry leaders and gyms around the world with the highest lead conversion & attendance rates for tips that you can apply to your business.
As soon as a new lead submits a form on your website, you should be calling them (pro tip: try using Callingly and Wodify to automate this) or if they call your business you should get their contact info entered into Wodify immediately and try to schedule their intro class/appointment on that call. Don’t settle for a follow-up email that will give them time to come up with excuses to not come in for a class.
We hope you found these insights & advice useful for your business! Keep an eye out for more posts in this series as we continue to explore the data in Wodify.
If you are a Wodify customer, you can learn more about all of our Lead Insights.
If you aren’t using Wodify yet, you can book a free consultation here.
Want to keep learning? Check out our other Behind The Numbers post about 90 Day Client Retention.