Turn visitors into paying clients
When visitors come to your sports website, you don't just want them to browse through what you're offering for a few seconds and then move on to another site. You want them to convert to paying clients on the spot--ideally a paying client who is satisfied with your website and will keep coming back to register for more! Here are some strategies that will help create a better sports website experience and convert website visitors to paying clients.
1. Keep Your Website Simple
How difficult is it for customers to navigate your website? Can they find the classes, dates, and pricing information that they're looking for quickly and easily, or do they have to struggle to find the what they need? Once they’ve found information - is it easy for them to take action? Keep your website as simple and easy to navigate as possible. This can include several key strategies.
- Make sure your search function works well. Ensure that it brings up the right results throughout your website, from your product pages to your blog posts.
- Make it easy to browse by key information about your services. For example, sort lessons or sports camps by age level to make them easily accessible to parents.
2. Offer Information from Current Clients
One of the best ways to entice new clients is to show them what former or current clients genuinely think of your training. This can include clear testimonials, reviews, and social proof, among other options. Make sure that this information is readily accessible to people who are checking out specific services, like training camps or clinics. People are more likely to make a decision to go with your company when they can see that others have been highly pleased with what you have offered in the past!
3. Consider Your Discount Options
Are you offering a free trial membership or discount for first-timers on your website? This might include a reduced price for the 1st 1-on-1 lesson or waiving your initial joining fee, among others. Discounts are a great way to let potential clients see exactly what you have to offer and entice them to become paying clients. How you offer your discount or trial, however, will help determine how easy it is for you to entice customers.
- Think about whether or not you're going to require a credit card. Interested parties who will give you that information are more likely to be serious about their connection to your company and more likely to return; however, offering a no-strings-attached trial membership might interest more potential new clients.
- Make it clear what can be expected from your programs, and what the discount is good for. There is nothing that will turn a potential client off more than feeling they were mislead to believe the membership would include something it doesn’t!
- If you go the route of a trial membership, make sure it’s easy to cancel the program when the time is up. Consider sending a confirmation email before moving customers to the paid membership, and never draw out the cancellation process or make it difficult for interested clients.
Many athletic brands have specific logos that are instantly recognizable to your clients. Make sure that your brand and logos are highly visible and located where they're needed most: where website visitors can see them, click on them, and explore more of the options you're offering. Your logo placement can boost sales, increase customer interest, and even create greater customer loyalty, since they'll know exactly what you're offering and become familiar, and comfortable with your brand.
5. Master the Landing Page
When visitors come to your website from another site or from your social media page to a link on your website, they often come in with a specific purpose. By mastering the landing page--the specific page that customers land on when they visit your website--you can create a more effective conversion process that will have your website visitors eagerly purchasing from you. A great landing page includes:
- Minimalistic design, with nothing that will take away from the purpose of the page (ex: getting an athlete to sign up for an upcoming event).
- Clear, specific directions about what you want your visitors to do next.
- Fewer links out, even to pages on your own website, so that customers can only move through the next step to conversion.
Creating a sports website that is more likely to convert visitors takes ongoing effort. The changing needs of your clients, as well as your changes in offering, necessitate attention to details and continuous updating. By following these tips and regularly testing your audience to see how their needs have changed, however, you can create a stronger website that is more likely to convert visitors to paying clients.