About the client
TRANSFORM by Fitaz is a fitness app specifically designed for busy mums who struggle to find spare time in their day to look after their health. The app contains efficient at-home workouts, a library of meal plans, plus exclusive access to support. Customers can choose from 7 programs, including TRANSFORM level 1-3, HIIT Pilates, Pregnancy, Postpartum and Express. TRANSFORM by Fitaz has helped thousands of mums reach their goals and achieve lasting results.
The opportunity
After a recent rebrand from FitazFK to TRANSFORM by Fitaz, there was an opportunity to implement new email and SMS strategies to reflect updated branding and messaging. Our goal with TRANSFORM by Fitaz was to craft a complete customer experience, nurturing customers based on where they were in their health journey, and provide support to help them reach their goals.
Prior to working with REP., TRANSFORM by Fitaz had onsite Data Capture points, however there was opportunity to improve strategy and performance, while protecting margins. We also discovered that TRANSFORM by Fitaz did not have an active Welcome Series in place, so implementing one to nurture new customers was our priority.
Actions taken
Data Capture series
For TRANSFORM by Fitaz, we implemented a four-part Data Capture strategy to target:
- New website visitors
- New website visitors who were exiting the website
- Return website visitors
- Return website visitors who were exiting the website
Previously, TRANSFORM by Fitaz had a spin-to-win popup on their website giving visitors the chance to win 50% off their first order. This form was performing well, so we incorporated the concept into their new Data Capture strategy while reworking the offer to protect margins.
This Data Capture strategy collected key information from visitors, plus asked for consent to send SMS. As new visitors returned to the website, they were offered an increased discount in order to encourage them to subscribe to the TRANSFORM by Fitaz newsletter. Visitors who displayed intent to exit the website prior to signing up through a Data Capture were offered a bigger discount again as a final push to encourage subscriptions.
To achieve this strategy, we implemented the new Justuno (as opposed to the Legacy Justuno) and integrated it with TRANSFORM by Fitaz’s Klaviyo account. The new Justuno has a fully-responsive design studio, allowing for desktop and mobile versions of forms to be built in the same promotion. The main difference between the versions being the new Justuno has ‘workflows’ — just as email platforms do. To achieve our advanced Data Capture strategy for TRANSFORM by Fitaz, we created four workflows with strict targeting rules to ensure the optimum user experience.
Welcome Series
Having previously not had a Welcome Series in place, TRANSFORM by Fitaz was missing a key step in their customer journey. We implemented a six-step series for new customers to go through over a period of 10 days, nurturing these customers into their first purchase.
The first email in this Welcome Series begins by progressively profiling new customers based on the program they’re interested in. We achieved this by assigning a custom profile property to a customer’s Klaviyo account once they clicked on the corresponding program block in the email. This allowed us to show customers the relevant programs throughout the series via a set of conditionally coded blocks.
To encourage customers to begin their journey, we split them based on which program they were interested in, meaning we could provide tailored content. For brands like TRANSFORM by Fitaz, creating trust with the customer is vital. In email two, we utilised UGC in the form of customer reviews, plus before and after photos to do so. As customers were split by program interest, we were able to show them reviews specific to their desired program. We also introduced customers to the trainers and nutritionists at TRANSFORM by Fitaz, provided a free recipe, plus invited them to the private facebook group. These tactics allowed us to speak to customers on a more personal level, creating a sense of community and support.
For customers who signed up via a non-incentivised Data Capture form, we introduced a 10% discount at the end of the series. This discount had an expiry time of 48 hours to give this customer group a final push to begin their journey with TRANSFORM by Fitaz.
Key results
Data Capture
In the first 30 days of being live, the Data Capture strategy we implemented for TRANSFORM by Fitaz showed promising results. Overall, the forms achieved:
- Average email opt in rate: 5.68%
- Average SMS opt in rate: 3.51%
Over this period, the return visitor form was the standout, achieving:
- 10.46% opt in rate for email
- 7.61% opt in rate for SMS
Welcome Series
In the first month, we were able to achieve 7x ROI for TRANSFORM by Fitaz’s Welcome Series. In addition to this, we saw outstanding results, including:
Email 1.1
- Open rate: 82.4%
- Click rate: 23.5%
- Placed Order Rate: 23.5%
Email 1.2:
- Open rate: 75.3%
- Click rate: 21.3%
- Placed Order Rate: 19%
Previously, TRANSFORM by Fitaz offered all customers who signed up via a popup a discount on their first order. To protect margins and increase profitability, we ensured customers were given the opportunity to sign up to the database via a non-incentivised Data Capture form. This tactic proved successful in the first month, with results including:
- Open rate: 61.3%
- Click rate: 18.1%
- Placed order rate: 6%
Overall, TRANSFORM by Fitaz’s Welcome Series outperformed its peer group, with notable results including:
- Revenue per recipient: $6.20 (peer average $2.30)
- Open rate: 56.2% (peer average 50.1%)
- Click rate: 9.46% (peer average 4.53%)
- Conversion rate: 13.08% (peer average 1.85%)
Summary
By crafting an advanced Data Capture strategy and pairing this with a strategic Welcome Series, we were able to fill the missing piece in TRANSFORM by Fitaz’s customer journey. In the first 30 days of being live, the Welcome Series saw outstanding results, including 7X ROI, successfully nurturing customers into their first purchase. From here, we have opened up the opportunity for these customers to continue their journey with TRANSFORM by Fitaz.
Looking to improve your Data Capture and Welcome Series? Get in touch with us at hello@rep-agency.co. If you’re not sure where to start, we recommend purchasing an account audit from our website. We will look at existing Data Capture points, email and SMS automations plus campaigns, and recommend areas for improvement.