The platform for whenever workouts.
BR ON DEMAND
Virtual fitness classes on the go.
Barre Room is a fitness studio that offers a variety of classes that combine elements of yoga, pilates, strength training, and more. To expand the online side of their business and empower people to work out from home, we developed a custom subscription-based solution.
The new and improved BR on Demand uses MemberPress to facilitate sign-ups and enable streaming of high-quality workouts wherever they are.
Reach
- Over 300 classes accessible anywhere
Services
- UX & UI Design
- Copywriting
- Development
- Web Hosting
- Search Optimization
- Search Marketing
Year
- 2020
Technology
- WordPress
- MemberPress
- Stripe Integration
Planning & Strategy
Swift fixes and sustainable growth.
The existing BR on Demand platform had multiple issues with speed, security, and user experience. This was causing support headaches, compromising the program’s value, and taking time away from important marketing potential. Our first priority was to address these issues by updating the site’s functionality. We streamlined the user experience to make it much easier for clients to subscribe and just as easy for our clients to manage things behind the scenes. These updates were necessary to set the platform up for success in driving organic search traffic and creating a worthwhile online ad campaign.
UI Design
Purposeful design and tone.
The new BR on Demand site combines a clean, open design with a soft, minimalist colour palette. The welcoming yet motivational tone highlights the classes and teachers, providing a multitude of reasons for users to sign up for a free trial.
Workout class videos are brought into focus so that users know exactly what they’re getting into when they sign up. The easy step-by-step sign-up process is presented in a non-intimidating way to remove barriers and help barre fans get started.
Tech Recommendations
A much-improved membership system.
BR on Demand’s existing tech stack was logical, but the tools left much to be desired. Together, they provided a complicated and unreliable platform for delivering private access to workout videos. We knew this could be improved with a proper membership system.
We used MemberPress to manage everything from membership signup to renewal, billing, user account creation, and access to exclusive content. MemberPress also integrates with third-party marketing tools such as MailChimp, Vimeo, ConvertKit, and more.
After configuring MemberPress, we migrated all existing users to a legacy membership type that encourages renewals upon expiration. The result is a seamless experience for existing users.
SEM
An immediate boost with ads.
Once the platform was updated, we began promoting it with online advertising. Given BR on Demand’s audience, focusing on Facebook and Instagram within Canada made the most sense. These platforms offer the best exposure and targeting for stay-at-home fitness and allow us to create compelling, visual-forward ads. In addition to the initial ads, we created a remarketing display campaign that reminds those who’ve visited BR on Demand’s registration form why their workout programs are amazing.
SEO
Building healthy, organic traffic.
Unlike online advertising, generating a meaningful volume of leads through organic search traffic takes time. We recommended a search engine optimization strategy to develop a meaningful volume of leads utilizing various SEO tools and tactics. This approach is especially valuable when launching a new website for a niche form of fitness that curious enthusiasts may be learning about for the first time.
FINAL THOUGHTS
Getting their site into shape.
Ensure a website is performing at its best before spending time, effort, and dollars on a marketing campaign. Why send traffic to a site with a less-than-stellar user experience? We leveraged MemberPress to get their online workouts in order for BR on Demand. From there, converting becomes much more straightforward, and that’s what it’s all about.
