Cold Traffic Was Landing On A Video Library And Being Asked To Decide

Naughty Girl Fitness

Client reported a 20 to 25% conversion improvement and higher lifetime value

Client: Naughty Girl Fitness, founded by choreographer Janelle Ginestra
Vertical: Dance fitness membership
Offer: $14.44 per month or $154.99 per year
Platform: Vimeo OTT for the membership, Dropfunnels for the funnel
Result: Client reported a 20 to 25% conversion improvement and higher lifetime value
Work: Funnel design, seven day trial offer, email automation, fifteen day optimization
My role: Direct client. Strategy, design, build and optimization

An ad and a storefront, with nothing in between

A dance fitness membership hosted on Vimeo OTT, selling monthly and annual subscriptions. Paid ads were running and bringing cold traffic.

Vimeo OTT is a good streaming platform. It is not a sales platform. What it gives you is a browse page: a catalog of videos, a price, and a subscribe button. That works when somebody already knows what they want and has come looking for it.

Cold traffic from an ad is the opposite of that. Somebody sees a piece of creative, feels something, clicks, and lands on a wall of class thumbnails. No context for what they just saw. No explanation of what the membership is or who it is for. No path from interest to decision.

There was no funnel. The ads were doing their job, which was creating interest. The platform was doing its job, which was delivering classes to people who had already joined. The gap was the part that turns the first into the second, and nobody had built it because the platform does not come with one.

There was a second problem underneath it. The offer asked for a subscription decision immediately, from somebody who had never taken a class. On a movement based product where the whole value is how it feels to do it, that is asking for commitment before the thing that creates commitment has happened.

What I built

A funnel in front of the platform
Sales page and thank you page, designed and built on Dropfunnels, sitting between the ads and the Vimeo OTT membership. Somebody arriving from an ad now met a page that explained the method, showed who it was for, framed the offer and asked for one decision, rather than a catalog asking them to work it out.
A seven day trial offer
I proposed restructuring the offer around a seven day free trial. On a product where the value is experiential, the trial removes the decision that was blocking people and replaces it with a much smaller one. The trial is still running on the site today.
Email automation across the trial window
Dropfunnels integrated with Mailchimp, running a sequence during the seven days. This is the part that makes a trial work rather than leak. A free trial with no follow up produces a lot of signups and a lot of quiet cancellations. The sequence had a job: get people into a class in the first days, because a trial user who has actually danced converts and a trial user who has not does not.
Fifteen days of optimization on live data
The funnel went live and I monitored it for fifteen days, changing the page based on what the numbers showed rather than on what looked better. The improvement arrived inside that window.

The page that was built

Membership sales page

What it produced

The client reported a 20 to 25% improvement in conversion, and an increase in lifetime value.

The lifetime value part matters more than it first appears. A trial that converts is one thing. A trial that converts into a member who stays is what makes a subscription business work, and it is what the trial window automation was built for.

Both figures come from the client. I did not have visibility into their ad account or their subscription reporting, so this page states what they told me rather than what I measured. That is the honest version and it is the reason there is no screenshot on this page.

What applies to a business like yours

Three questions worth asking about your own membership or course:

When somebody clicks your ad, do they land on a page built to sell, or on your platform's default catalog?
Does your offer ask for commitment before the person has experienced anything?
If you run a free trial, does anything happen during it, or does it just expire?

The third one catches most people. Free trials fail quietly, and they fail in the days nobody is watching.

Services behind this project

The thinking behind this project: Your course platform hosts. It does not sell.

The Ten Seconds Nobody Built

The ads were working and the product was good. What was missing was the ten seconds between them, and that is usually where memberships lose the people they already paid to reach.