Rochester Athletic Club (RAC) is a local health club that was looking to build deeper connections with their current clientele. RAC built a successful brand throughout the Rochester area and sought our help for establishing clear communication paths with members, increasing member retention through inbound marketing strategies, and designing a user experience that reflects the RAC’s premium facilities.
RAC is now continually improving their members’ experiences with an agile growth-driven design plan. By frequently collecting and analyzing data, RAC is able to make updates where it matters most.
During our researching phase, our data analysts found that the bounce rate for direct visitors was significantly higher than average. The numbers told us that visitors were doing one of two things:
Another issue that tied into the high bounce rate for RAC was the lack of visitors scrolling down past the “Schedule a Tour” call-to-action. Subsequently, social following suffered because the social sharing icons at the bottom of the page were not being reached. Additionally, links to PDFs located on web pages were causing visitors to spend even less time on RAC’s site.
During the discovery phase, we also took into account RAC’s members’ goals for the website and marketing efforts. These consisted of:
The RAC team took these member goals to heart, as they tend to do, and we got to work.
RAC was able to successfully improve upon their already welcoming culture with the help of user-friendly features and marketing tactics. Here are some of their results: