3 Key Metrics for a Successful Online Fitness Business: Traffic, Conversions, Churn

Online fitness business owners and personal trainers, as your trusted fitness marketing agency, we are here to share vital information to help grow your business. There are three critical numbers that every online fitness business owner should know: traffic, conversions, and churn. These numbers form the pillars of understanding the health of your fitness business and identifying areas of growth.

Traffic: The Heartbeat of Your Business

Traffic, in simple terms, is the total number of potential customers that come into contact with your business. In the world of brick and mortar fitness establishments, these are the individuals who show up for tours, free classes, complimentary training sessions, or health assessments. In the online space, traffic constitutes users who visit your website, click on a link, or interact with your social media posts. These are your inbound leads, your top of funnel data. These individuals have raised their hand and shown interest in your business.

To monitor your website traffic effectively, consider using website tracking tools like Google Analytics or Lucky Orange. These tools provide crucial data like the number of unique users visiting your site, their behavior on your website, and which parts of your site are most engaging.

If your traffic numbers are low, it's time to review your marketing efforts. How are you attracting people to your fitness business? Are you leveraging multiple platforms? Are you distributing engaging content consistently? Are you clear about how potential customers can connect with you? These are questions you need to answer to improve your traffic numbers and, by extension, your overall business reach.

Conversions: Turning Interest into Sales

The second vital number is conversions. This is the proportion of the traffic that actually makes a purchase or becomes a customer. A conversion could be a booked call, a membership sign-up, or a product purchase. In other words, conversions indicate how many of your potential customers are taking the desired action.

When analyzing conversion numbers, you need to delve into your sales processes and sales copy. In our experience as a fitness marketing company, many businesses often struggle with their sales processes. They do not follow up with leads adequately and do not put their offers in front of potential customers frequently enough. Remember, on average, a customer needs to see an offer seven to nine times before they take action.

To improve conversions, consider setting up email autoresponders, having a dedicated sales team, or using a defined sales script during calls. Examining heat maps on your website can also give you insight into what aspects of your site are most engaging to your visitors. Remember, tweaking these processes and strategies can significantly boost your conversions.

Churn: Retaining Your Hard-Earned Customers

Finally, churn is the proportion of customers who leave your business or stop buying your services. As a fitness business marketing consultant, we always advocate for creating a membership model or something similar that provides a recurring revenue stream. We want customers to remain engaged for the long term, not just for a single product sale or a 12-week training program.

Keeping an eye on your churn rate can help you understand how many of your customers are staying with your program and how many are leaving. If the churn rate is high, it indicates that something is amiss and you need to delve deeper into customer retention strategies.

In conclusion, these three numbers - traffic, conversions, and churn - provide a broad overview of the state of your online fitness business. While there is a lot more to consider, especially concerning financials and bookkeeping, these metrics give you a solid starting point to measure, analyze, and improve your business. Remember, being a successful online fitness business owner involves continuous learning, adjusting, and improving, and as your trusted health and fitness marketing agency, we are here to guide you every step of the way.