Business Requirements:

Fernwood Fitness were looking to generate more leads for their business by enticing potential clients with a 7 day free pass.

My Responsibilities:

I needed to create a landing page that spoke to their target audience, and would entice them to click through to get in touch with Fernwood Fitness and want to utilise their 7 day free pass. I needed to develop the design and the copy around this.

My Approach:

I spent time analysing their current landing page (below), trying to understand why it wasn’t attracting leads despite having a free offering.

It was clear the audience we were targeting were not responding to the design as it was not performing well.

I decided to change the messaging, layout, imagery and design to a look and feel that is more supportive, encouraging and engaging for everyday women. I also decided to have the design let the user feel that Fernwood Fitness were genuinely invested in their results.

It was clear that the imagery needed to be engaging on a more personal level for the user, to allow the user to understand Fernwood Fitness is for anyone at any fitness level rather than solely the already fit, as this is often a misconception that could make many potential clients hesitant to join a gym.

Impact:

Below is the new design, resulting in conversions increasing from 0% to 16% in just three weeks: