Are you promoting your yoga studio or yoga classes online? Are you not getting the results you expected?
In this article, I’ll go over some yoga studio landing pages and point out what’s good and what’s not. These landing pages were found with the keyword phrase “yoga studios” on Google AdWords, in various cities. These are some of the better landing page examples I came across.
Although they were better than their rivals, it doesn’t mean there isn’t room to tweak them a bit – there’s always something you can do when it comes to testing your landing pages.
Let’s get down to the details.
#1 Yoga Landing Page: Simplicity and WhiteSpace
What I like:
The simplicity and length of the page: This page is quite neat and has only a few distractions. It hardly extends below the fold, and the CTA is not hiding amongst text or images. This particular landing page is just the right length for this point in the sales funnel.
The use of whitespace: This somewhat falls under the simplicity of the page, but a good landing page is not cluttered and will often have great use of white space, where the benefits and important elements such as a CTA can stand out more easily.
The “free trial” Call-to-Action (CTA): It’s easy to see and contrasts well with page. Contrast is great on landing pages because it naturally attracts the human eye. Not only is the CTA eye-catching, the use of the color red as the CTA causes users to feel a sense of urgency, and naturally speeds up our heart rate.
The CTA copy : When a word such as “free” is used, it provides a sense of value and a no-risk situation for potential leads. It’s important to note that “free” is always a great action word when it comes to value propositions.
The brand’s logo. It’s consistently used throughout the landing page without being too ‘in your face.’ The continuity of this page is solid, and the logo supports that.
What I’d change or test:
The navigation bar and drop down menu at the top of the page: The purpose of a landing page is to guide your visitors to a specific step in your sales funnel, which is achieved with your CTA (and other elements). Navigation bars and drop down menus can take your visitors in a completely different direction, distracting from the sole purpose of your landing page.
The block of text: Try breaking up the copy into sentences or even better, bullet points. The information on your landing page should be easily and quickly consumed by visitors.
A trust symbol or the customer testimonial: If incorporating a customer testimonial, it should be specifically for a person who has taken yoga at their studio, not any other service they provide. Xcel fitness is not just a yoga studio, and customer testimonials specific to the service you’re providing converts the best.
The “free trial” form directly on the landing page: The red CTA directs to a form you fill out for your free trial. I would test a more summarized version of the form that’s encapsulated on this landing page itself. Make sure it only has a few form fields so it’s not too much effort for your lead.
A headline and sub-headline with more punch: The headline should succinctly tell you the benefits of the offer on the landing page. Try something like, “Discover a yoga class that suits your style,” with a sub-headline such as, “free trial for beginners and yoga enthusiasts. ” Do you get the idea?
Test more action-oriented Call-to-Action (CTA) copy: Although the “free trial” CTA copy isn’t bad at all, it would be nice to test “get started now.” It conveys a sense of urgency, making visitors more likely to convert now as opposed to later (or never).
CTA button positioning: It’s great that the CTA is above the fold, but it shouldn’t be the first thing your visitor sees on your landing page. It should be obvious to your visitor once they have seen your visually appealing images and Unique Selling Point (USP) and/or value propositions.
#2 Yoga Landing Page: Free Pass and Easy CTA
What I like:
The “Free Pass” form: It’s noticeable but doesn’t stick out like a sore thumb. I also think it has an appropriate number of form fields for the value they’re offering. As mentioned above, “free” is a great value proposition because it’s a benefit and requires no risk for leads.
The easy to see Call-to-Action (CTA): The Call-to-Action contrasts well with the page. This is also one of the rare time I think the CTA works well below the fold because, but only because there’s a form and second CTA above the fold.
The visuals. These visuals allow you to imagine yourself as these yogis – they’re large and generally focused on yoga. They tell the story without having to read about it.
What I’d change or test:
The headline copy: The copy (positioned on the image) isn’t particularly engaging or meaningful. As this is acting as the headline, it should have something more powerful to say, something that sets this yoga studio apart from others.
The body’s copy: There’s a lot of little tweaks I would do to the copy below the form. For starters, I would test getting rid of the bullet-point list of activities not related to yoga that they showcase on the page. Your page should be solely focused on one subject. They’re interested in yoga! If there was a benefit list that included the point, “access to many other activities” (among others) and then directed to a lightbox with the other options, that would be more ideal. Lastly, I would put the above paragraphs (that actually have to do with yoga) in bullet points and easier-to-read text.
A USP: There is a value proposition (free trial), but no Unique Selling Point. Many other yoga studios offer free trials. What makes you choose this one? I would focus on promoting the benefits of these yoga classes as opposed to promoting the other services offered at the gym.
The form’s “submit” button. A study conducted by HubSpot on over 40,000 landing pages with submit buttons actually labeled “submit” tended to have lower conversion rates than those that used other wording. Try testing other action words such as, “go” or “get started.”
Test the lady looking in the direction of the form: Naturally, our eyes are drawn to other people’s faces, and that includes their eyes. Having the lady in the photo looking at the form field will have visitors looking in the same direction her eyes do. This is known as a directional cue, which is key to landing page design because it guides our visitors to the focal point of the page.
#3 Yoga Landing Page: Staff Photos, but Keep it Clear
What I like:
The photos of the team at Amrit Yoga: It’s great to have photos of real people that work for your establishment. It creates a personable feel and increases trust.
The contrasting Calls-to-Action (CTAs): These CTAs are easy to see and clear in purpose. There’s one above the fold and one below (at the bottom of the page). The word “now” used in the CTA copy also creates a sense of urgency, which will urge visitors to act.
What I’d change or test:
The wordy headline. I’m not going to lie, it took some work to read this headline – and that’s definitely not what you want your visitors thinking. It should be more condensed and point out something of value to the potential leads, such as the world-renowned yoga instructor that has influenced thousands of people in the way they practice yoga.
The essay-like copy. Speaking of wordy, the headline isn’t the only part of this page that has too much to say. The text needs to be chopped down substantially, and displayed in an easy to consume format that includes bullet points, not paragraphs.
Lack of obvious USP or value proposition. This landing page has a lot to say, but nothing really sticks out as a Unique Selling Point (USP) or value proposition. There has to be something in it for the people that land on your page. I would focus on brainstorming something unique that sets them apart from their competition.
The image. I get what they’re trying to do here, convey that yoga is relaxing, but they should have a more relevant image to communicate the message of the landing page and the value of engagement.
Getting rid of the navigation bar and other distractions : As mentioned above, navigation bars only take away from the purpose of your landing page. Other attention-grabbers on the page like the newsletter signup also diverts readers from engaging with your CTA.
So, there are the three landing page examples critiqued with optimization tips. If you’re feeling 100% content with your landing pages, thanks for reading. If not, though, I’d say it’s about time to start optimizing for conversions!
What do you think of these tips? Have you found success implementing any of the above tactics?
Feel free to share your story in the comments below.