Planet Fitness faced a significant disconnect between its digital marketing campaign and actual user experience, leading to a high volume of unaddressed calls and queries. This gap resulted in confusion among potential new members and a lower conversion rate, as the messaging and offers promoted online did not align with the customer service and onboarding processes in physical locations. The inconsistency in communication and follow-up hindered the effective acquisition and retention of new members.

Assessment Findings

• Inconsistent messaging: The website’s promotions and offerings are not consistently mirrored in the user experience, leading to confusion when potential customers inquire or visit in person. This disconnect may contribute to missed opportunities for converting leads into members.
• Lack of effective call-to-action follow-up: The digital marketing campaign drives potential leads to the website, but the follow-up process, including calls and queries, is not robust, resulting in unanswered questions and lost prospects.
• Underutilization of customer support channels: The website does not adequately highlight or streamline customer support options, such as live chat or comprehensive FAQs, leading to a higher volume of calls and queries that could have been resolved online.

Our Solution

• Implement a cohesive strategy that aligns online promotions with in-person experiences, ensuring consistent messaging across all platforms.
• Enhance the follow-up process with automated email sequences and improved customer support channels, like live chat, to reduce call volume and improve lead conversion.
• Streamline the onboarding process, both online and in physical locations, to create a smoother experience for new members, increasing satisfaction and retention.