03/03/2020
2/24/2020 0 COMMENTS
Blog Post #2: Website Traffic, Conversion, and Revenue Analysis
My analysis will be based on the website of Lifetime Fitness: https://www.lifetime.life/ . Lifetime Fitness is a multi-national chain of fitness centers located in both the United States and Canada. I belong to a Lifetime Fitness based in Westchester County, NY and I have a very solid understanding of how their business is run and how efficiently they cater towards their members. If Universal Fitness is going to expand into various regions, Lifetime Fitness will certainly serve as a useful benchmark.
Generating Website Traffic:
Lifetime Fitness is a generally well-known fitness enterprise, especially in the northeast region. Most direct traffic to their website comes from member referrals. As a well-established corporation, they have built up a large client base so most prospective clients are told what to search for when attempting to join online.
Interestingly enough, Lifetime Fitness does not advertise themselves on Google searches. Therefore, their paid search traffic numbers are not very high. Despite being a fitness chain, they tend to limit their search availability to people within a certain distance of one of their locations. Their unpaid search tactics function the same way. They do use keywords such as "fitness," "health club," "fitness center," "local fitness," and "personal training" but I would not be able to access these up in Troy, NY when there are no local destinations. So although they are expanding, they still do not have the amount of members and locations necessary for upstate residents to need to know about them. Universal Fitness can use that same approach as we begin to expand. We will heavily utilize the unpaid search traffic method through the use of keywords but our client radius should not exceed 20-30 miles.
In regards to paid referrals, Lifetime does not choose to pay any other web pages for banner ads, direct links, etc. This is due to the fact that most members have converted via word of mouth referrals. It is not necessary for Lifetime to use the paid referrals method due to the fact that they are not an extremely extensive chain. People tend to use health clubs that are in closest proximity to them so Lifetime do need to go above and beyond in regards to advertising.
Conversion Rates:
One way the conversion rate of Lifetime Fitness can be measured both by its click-through-rate on its website as well as the number of people who have filled out the contact page. The ultimate way to measure how well Lifetime's conversion rates is by viewing whether the amount of people signing up online for memberships is increasing or decreasing. If it is in fact decreasing, they either must confront their day to day operations and survey the satisfaction of their current members or rethink their SEO strategy altogether.
Revenue Maximization
The name of the game when attempting to maximize your revenue in the fitness industry is keeping your clients pleased. Universal Fitness and Lifetime Fitness are similar in that they are health clubs which offer high quality equipment, a unique and inviting atmosphere, and a variety of different ways to train your body (ie: sports, swimming, yoga, etc). Member retention is your lifeline and member referral is your life insurance. Failure to one leads to a failing business and failure of another leads to stunted growth as a company. Lifetime Fitness has grown into a large corporation without having to increase their presence on social media or via Google Ads. I believe that through the use of local unpaid search methods and a commitment to igh quality service will help Universal Fitness thrive as we begin to expand to more locations in the Capital Region.
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