Enhancing User Engagement and Memberships for a health & fitness provider
- Retail
KAL operates 13 fitness and leisure centres across the region, with a vision to increase physical activity and improve overall wellness. The primary goal of this project was to design and build a customer-facing website that would not only provide information but also significantly boost signups and memberships, aligning with KAL's mission.
Overview
Empowering Health and Wellness Through Digital Transformation
In a digital age where wellness and fitness have transcended physical boundaries, Kirklees Active Leisure (KAL), a charitable trust, embarked on a groundbreaking journey to amplify their impact.
With a mission focused on "improving health & wellbeing," KAL sought to harness the power of the digital realm to make a substantial difference in the Kirklees community. Boasting 13 fitness and leisure centres, their commitment to promoting physical activity and enhancing overall wellness was unwavering.
Features
Enhancing User Engagement
The primary challenge was to craft a website that would serve as both a source of information and a captivating digital experience, urging users to dive deep into the world of KAL's fitness and leisure offerings. The website had to go beyond mere functionality to become an interactive and immersive wellness hub.
Increasing Signups and Memberships
The ultimate success metric lay in the conversion rates – transforming casual visitors into committed members. Achieving this required more than just a user-friendly registration process; it demanded an experience that would inspire visitors to take action.
Showcasing Facilities
With 13 distinct fitness and leisure centres, it was crucial to spotlight each facility's unique attributes and diverse offerings, captivating the local community's attention. The challenge was to create an online showcase that matched the in-person experience.
Validating User Journeys
Testing a large database of users with finding information and accomplishing targets and goals, we where able to develop a better understanding of what users expected, and we could design the experience to meet all user’s needs, iterating at each milestone.
Technical
Optimising Membership Access: Integrating with Direct Debit Partners
We enhanced the website by seamlessly integrating it with their membership database and Direct Debit partner. This integration has significantly improved the membership signup process, addressing the dissatisfaction caused by the previous experience offered by the Direct Debit partner.
Each day, we ensure that the website reflects up-to-date information about the available membership packages at each centre. To streamline the signup process, we collect the required user information through forms on the site. Users now only need to enter their bank details on the partner site to complete the signup, resulting in a smoother and more user-friendly experience.
