Contour Performace
Daniel Edney
Website redesign, flyer design
Contour Performance wasn't getting the results it needed from its existing website and social media campaigns. With a new studio opening soon, Daniel came to me to redesign the website and create an offline marketing campaign to funnel potential customers into the site.
I started by interviewing key stakeholders to get an in-depth understanding of the brand and where it needed to go.
We carried out some customer/user research, and I helped Daniel set up a Google Business Profile, where existing clients were invited to leave reviews
Budget and time was limited so we took an iterative approach to the website design and build. We started with a basic one-page site with a discount code that could be used to book classes through GymCatch. I then designed flyers for Daniel to distribute in the local area.
The flyer campaign and some basic SEO helped bring potential customers to the site. But site analytics and customer journey mapping helped identify a point of friction – visitors to the site were requesting the free trial code but not signing up for a class. Possible explanations were that the code was getting lost in inboxes (especially for Gmail users) or using two separate sites created unnecessary friction. Some guerrilla research identified that both of these were factors. so we decided to add booking functionality to the site itself.The site, Google Business Profile and flyer campaign have started bringing new customers to the gym. Customers report a higher level of satisfaction with the new booking system.
The site is ranking better on Google already and converting visitors. The next step is to build a full site with an SEO-optimised structure to bring in more organic traffic and convert more customers. We are also planning a poster campaign.