Fitness Bravo, a local boutique gym, needed a website revamp to reflect their updated identity after going through a brand refresh. Together with the project team at Fitness Bravo, Mashwire held discussions to understand its operating philosophy and explored ways to better portray their brand identity in the digital space.
Through these discussions, we found that, unlike other gyms, instructors at Fitness Bravo with different strengths are given the autonomy to customize their own fitness programs while delivering unified fitness goals. To highlight this area of differentiation, we created a webpage for individual instructors, featuring testimonials and write-ups on the vision each instructor had for their training.
Given that the gym is highly community-driven, we included a collaboration page such that users can access the ongoing cross-promotional activities offered by the gym easily. Ease of navigation was also improved and made more intuitive for users via the introduction of rating systems for workout intensity, categorizing and streamlining content from the previous text-heavy pages, as well as including easy-to-read outlines for each course. Not forgetting the primary goal of driving memberships, CTA buttons were included throughout the site to give visitors a quick route to conversion whenever they are ready.
A consumer-centric refresh to the user interface design gave consumers a new experience which resulted in an average engagement rate of 198%, above SG’s average website engagement rate.
We also paired the site refresh with a robust Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategy to help the business stand out among numerous new fitness centres given the gym boom in Singapore. The strategy of delivering hyper-localised ads and stringent A/B testing to continuously refine the ads to recruit new members is crucial to its success. With a robust and cost-effective strategy, the search engine marketing campaign delivered a 200% increment to site visits and achieved 3x growth in unique visitors within a month. With the significant increase in engagements, it translated to a more than 20x growth for leads generated, lowering the cost-per-lead by as much as 95%. To date, the gym had been consistently getting quality leads and healthy conversion to gym sign-ups.
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