3 Killer Reasons Why Your Sign Up Process is Losing You Customers

In an industry as competitive as boutique fitness, if you want to attract and retain new customers you cannot afford to put a foot wrong.
And it all starts with the sign up process.
It should be quick, painless and personable, but sadly more often than not this simply isn’t the case.
So, we’re going to run you through five sign up process sins that you may be guilty of.

1. Your Form Is Too Long

A customer’s organic journey with your brand will often start at your website.
It’s your first opportunity to offer your services and to convert them in a lead.
So your sign up process needs to be friction free.
This means the following:
  • It won’t take them long to complete
  • It won’t ask unnecessary questions
  • It won’t be complicated
  • It won’t be jarring on the eyes
Whereas we see far too many sign up forms like this:
This form, and many of the others we’ve seen, completely underestimate how impatient and busy people are.
We live in an age of immediacy. People have been conditioned to getting exactly what they want from just a few taps of their phone.
So filling out eighteen form fields is going to feel extremely unnatural for them and probably quite annoying.
So what’s the solution?
One quick and easy fix is to have a two step form where you only take their email in the first step and then on the second form you extract a little more information.
The logic behind this is that once they’ve given you their email they’re far more likely to give you further information.
Plus a single field form is going to convert way higher than a multi field form.
Here’s a good example from Core Collective.
Four fields is not a big ask of their customers and we would expect their conversion rates to be far higher than any Fitness Boutiques leading with long laborious sign up forms.
So strip back your form and think about what you really need to know from them at such an early stage.

2. Your Form Isn’t Conversational

The second reason why your sign up process may be losing you customers is that your form isn’t conversational.
What we mean by that is that it’s not an engaging two way conversation like it would be if your customer was speaking to a human.
If you were talking to someone and they weren’t saying anything back you’d probably choose to speak to someone else right?
It’s exactly the same logic here.
The more human your marketing is, the more effective it will be.
And the best way to implement and execute this form of human marketing is through Messenger Marketing which has already exploded in a number of sectors such as retail and tech.
Here’s an example below of a highly engaging sign up process through a Facebook Messenger bot.
This is the future of marketing and with every day that goes by consumers are becoming more accustomed to communicating with business through messenger platforms.
You’ve only got to look as far as Amazon Echo and Siri to see that technology is becoming more natural and more conversational.
Think about it, if someone is visiting your website on their mobile phone, how much easier it would be for them to register as a customer or book a class through Facebook Messenger?
It’s a no brainer.
We’re not saying that you need to take your sign up forms off your website and only sign up people through Facebook Messenger, but it’s important that your sign up process is using the mechanics of messenger marketing in some capacity.
If you’re not ready to start building chat bots just yet we’d suggest starting off with something like a Typeform (shown below).

3. Your Welcome Emails Aren’t Personal

Continuing on from the theme of conversational marketing, our third point is all about personalisation.
And there’s a common misconception that if you’re using a first name tag in your email marketing then you’ve ticked the personalisation box.
That’s not what it’s about.
Receiving an email with your first name in it hasn’t felt personal for about ten years.
Personalisation is about making the entire sign up process feel like it’s tailored to your customer.
It’s about showing that you genuinely care.
So once they book their first session with you, what content are you sending them?
Are you sending them a confirmation email from a ‘Support@’ email?
Or are you sending them an email about their goals signed off from one of the gym instructors?
The more you get to know about your customers, the easier it will be to retain them and to increase their lifetime value.
Your marketing should be based on what your customer wants to achieve, not what your business wants to achieve.
We signed up our email address to just about every Fitness Boutique in London and we were shocked at just how many sent an email with an immediate special offer.
‘Book 20 classes for £600’
Get 20% off your first class’
These are stabs in the dark and they’re marketing to us based on the laws of probability.
All that says to us is that they don’t care about our fitness journey or getting to know us on a personal level, they just want us to be a customer as quickly as possible.
Whereas if your instructor knows exactly what people are trying to achieve before they come in for their first session, they’d be able to deliver a far more personal training experience.
Here’s an example email that we would use:
Hey Sarah,
Thanks so much for signing up for your first class, I can’t wait to show you what a ________ workout is all about. I just wanted to fire you a quick email to find out if there was anything in particular that you were looking to get out of the class? Let me know! Amelia
Head Spin Instructor
If they don’t respond it doesn’t matter, you haven’t lost anything.
However if they do respond, you’ve now got an extremely engaged new customer and the foundation for a long and happy relationship.
Then you’re in a position where you can send them special offers based on their goals which is so much more powerful thank blanket special offers sent to your entire email list.
You may or may not notice that there’s a theme that covers all three of our sign up process points.
Be human.
If you’re going to market to humans you need to act like a human.
This means taking the time to get to know them on a personal level in an environment that feels natural.
Here’s our equation for the perfect sign up process.

Natural digital environment + (conversational communication X personalisation) = Happy new customer