Simply Gym.

57%

website users up year-on-year

29%

website bounce rate decrease

25%

search impression share increase

209%

increase in PPC conversions

Background.

Simply Gym is a South Wales-based chain of gyms, boasting state-of-the-art gym equipment and a commitment to member care regardless of age or ability. After working with specialist leisure industry digital agencies and struggling to get results, they approached us in 2015 to help them drive membership sales through innovative digital marketing.

I found the whole process simple and painless, which was not the case with previous companies. The brief we gave was clearly reflected in the end product. We are delighted with the result and everyone in the organisation is enthusiastic about the improvement delivered! I have found WebBox professional, reliable and a pleasure to work with. They also delivered the site over a week ahead of target!

Richard ProctorChief Executive, Bay Leisure Ltd

Solution.

Our first task was to design a new website that was unique, on-brand and made it easy for customers to see what their local gym offered.

We built in geolocation functionality that determines which of the sites is located nearest to the user, based on their location (using GPRS technology, or IP address for non-mobile devices). Each of the staff and classes pages are targeted to that specific gym site, with the user able to easily change site locations if needed – for example, if they’d prefer to visit a gym near to their office.

It was clear to us early on that the best way to increase Simply Gym’s sales was through Pay-Per-Click (PPC) advertising. So we created several Google Advertising campaigns for each gym, targeting users in a radius of the gym’s postcode searching for specific keywords in Google.

We constantly tweak and refine these campaigns to optimise them for greater returns, using advanced audience targeting, extensions, device adjustments and remarketing. We also created PPC campaigns on Facebook, to further increase reach.

We also decided to go a little old-school in our thinking, taking out advertisements on 48 sheet billboards, in local publications and on petrol pump nozzles at the garages of local supermarkets such as Sainsbury’s and Morrisons.

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Results.

  • Website users up 57% year on year
  • Bounce rate down 29%
  • Average session duration up 31%
  • Search impression share up 25%
  • 209% increase in PPC conversions.