My yoga studio’s intro offer brings people in but hardly anyone converts to a membership — what should I change?
Change what happens inside the 30 days, not the offer itself. At 60 intro offers a month converting at 12%, you gain about 7 members; at 25%, 15. If a member pays $140 a month and stays an average of eight months, each is worth $1,120, so lifting conversion from 12% to 25% is worth about $8,700 per month of intro sign-ups.
About $8,700 of member revenue per month of intro sign-ups, from the same marketing spend that already brings them in.
Intro offers usually fail on attendance rather than price. A new student who comes twice in 30 days has not formed a habit and has no reason to join; one who comes eight times already behaves like a member. Conversion follows attendance.
Book the first three classes at sign-up, before the student leaves the desk or the checkout page. A calendar with dates in it gets used; an open-ended pass does not.
Make the membership offer before the intro ends, not after. Around day 10 to 14, a personal conversation or message with a reason to join now — the intro fee credited against the first month, for example — converts people while they are still attending.
Track conversion by the number of classes attended during the intro. If students who attend six or more convert at several times the rate of those who attend two, the whole job is getting more students to six.
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Give me three movesPeople also ask this as
- How to convert intro offer students into members
- Yoga studio intro offer conversion rate
- Should I stop running a new student special?
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Figures are typical ranges for small businesses in the UK, US and Canada, given so you can check them against your own books rather than take them on trust. They are arithmetic on stated assumptions, not a forecast, and not financial advice.