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Landing Page Audit: LA Fitness

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It’s not really “gym season” (hey, it’s been nearly 9 months since your New Year’s resolution to go to the gym more), but today we’re taking a look at LA Fitness’ join page. Here’s the page:

THE GOOD

Awards: It’s nice to see LA Fitness’ awards at the bottom of the page. They provide some valuable credibility. We’d move them somewhere else so they’re easier to see, though.

Testimonial: The testimonial is a powerful statement and we like how visually it is associated with the main offer module.

AREAS FOR IMPROVEMENT

Copy: There’s a whole lot of text at the top in really tiny print. We’d test a headline or shorter copy.

Join Box: The obvious focal point of this page is the blue and yellow join box on the right. We’re not quite sure it fits in with the rest of the page. And, the join button is hard to see!

We’d test making the ‘Join Now’ button larger, in a more noticeable location on the page. –Jenni Bruckman, Client Manager

Imagery: Considering what a big decision it is to choose one gym and join it for a period of a year or more, we think this page is a little uninspiring.

It’s a very stale page, considering joining a gym is a personal/emotional investment. Lifestyle imagery and theme should be a good A/B test. –Naoshi Yamauchi, Director, Analytics

Navigation: We say this a lot, but when  you have a goal in mind for your customer (or potential customer), it’s best to remove the other distractions. There are a lot of navigation items at the top of the page that could be removed for this page.

We’d love to see what those tests would to to help conversions on this landing page! So what do you think? Do you agree with our conversion experts?