DOE Media Helps Form50 Work Their Website Into Shape, Driving Seamless Growth and Engagement.
Enhanced Tracking & Integration
Integrated robust tracking solutions with Mariana Tek to capture full user journeys.
Streamlined User Experience
Instant schedules, optimized speed, built location pages, and refined key navigation.
Optimized Facebook Advertising Strategies
We expanded NYC targeting and built conversion-focused IG and TikTok campaigns.
Continuous Adaptation
We stayed agile, adapting strategies to evolving goals, tech, and studio growth.
FORM50 offers a uniquely effective, 50-minute workout blending low-impact and high-intensity movements on their custom-designed FORMFormer exercise machine. By emphasizing functional fitness, FORM50 helps clients build strength, metabolic conditioning, and flexibility, all while reducing injury risk.
As the studio worked to expand its brick-and-mortar presence in New York City, they partnered with DOE Media to restructure their website, improve site performance, enhance tracking, and implement effective advertising strategies. All with the goal of attracting new members in a highly competitive market.
The Challenge
FORM50 needed a stronger digital foundation to effectively attract, track, and convert new clients.
Limited Conversion Tracking
- FORM50 relied on Mariana Tek for memberships, but struggled to integrate tracking codes effectively on platform like Meta (Facebook & Instagram).
- Without Shopify or a similar commerce platform, crucial tracking codes weren’t engaging after the initial click. This prevented FORM50 from seeing the full user journey—from first click to membership purchase—making it difficult to optimize ad spend.
Premium Entry Point Without Free Trials
- Introducing clients via a paid 2-class pack differentiated FORM50 and maintained brand value—but created higher entry barriers, demanding precise and compelling marketing strategies to effectively generate new leads.
Broad Campaigns Without Insight
- Initial advertising campaigns were too broad while also lacking detailed tracking and targeted insights, making it difficult to identify effective marketing strategies and optimize accordingly.
User Journey Friction
- Multiple clicks, slow page loads, and complex navigation caused friction, negatively impacting the ability to convert visitors into paying members.
Evolving Goals & Technology Partnerships
- With plans to relaunch their flagship Manhattan studio, FORM50 required a website capable of highlighting new amenities (like saunas), maintaining high-performance speeds, and integrating seamlessly with partner technologies.
- The business also needed consistent UI/UX to support their evolving marketing goals across all of their locations.
The solutions
DOE Media crafted a comprehensive plan to improve tracking, refine targeting, and streamline the online user experience.
Enhanced Tracking & Integration
- Integrated robust tracking solutions with Mariana Tek to capture full user journeys, enabling precise measurement from initial visit through to membership purchase.
Optimized Facebook Advertising Strategies
- Expanded geographic targeting from 2 to 5 to 8 miles around NYC studios to boost reach and conversions.
- Converted broad awareness ads into tailored, conversion-focused campaigns featuring engaging content pulled from IG Reels and TikTok, highlighting FORM50’s unique value proposition (UVP).
Streamlined User Experience
- Reduced clicks from initial interest to purchase down to just 1–2 clicks, significantly simplifying the booking process.
- Implemented a pop-up allowing immediate schedule viewing for specific locations.
- Enhanced page speed through image and JavaScript optimization.
- Developed location-specific landing pages showcasing unique studio amenities, such as the Manhattan sauna.
- Revamped key pages—homepage, first-timer page, booking page—for improved clarity, consistency, and streamlined navigation.
Continuous Adaptation
- Maintained agile and proactive collaboration, adapting strategies regularly to align with evolving business goals, technology integrations, and studio expansions.
The Challenge
DOE Media’s comprehensive strategy of advanced tracking, refined targeting, and an improved website experience quickly translated into measurable successes for FORM50.
Enhanced Tracking & Integration
Achieved complete tracking visibility, enabling precise, data-driven marketing decisions and effective budget management.
Reduced Friction, Higher Conversions:
Streamlined website navigation and improved loading speeds increased conversion rates, turning casual visitors into paying members.
Customized Landing Pages for Growth:
Developed targeted landing pages to support specific studio launches and amenities, boosting campaign performance and delivering higher-quality leads.
Foundation for Ongoing Improvements:
Established robust frameworks for ongoing optimization, enabling FORM50 to confidently scale marketing efforts and consistently enhance user experience.
what's Next
With a solid digital foundation now established, FORM50 is positioned to capitalize on greater opportunities:
Enhanced Tracking & Integration
Achieved complete tracking visibility, enabling precise, data-driven marketing decisions and effective budget management.
Extend Enhancements Site-Wide:
Expand current successful strategies and best practices across all website sections to deliver a cohesive, intuitive user experience.
Stay Flexible:
Quickly adapt marketing strategies to evolving studio priorities, such as new amenities, additional class formats, or new locations, ensuring consistent growth momentum.
Explore New Integrations:
Consider future technology partnerships and personalized landing pages or advanced booking tools to maintain a competitive edge.
By integrating advanced tracking, optimizing the user journey, and refining targeted advertising, DOE Media has empowered FORM50 to consistently attract and retain new members.
Ready to enhance your customer journey and boost membership conversions?
Book your free marketing audit with DOE Media and let’s build your brand’s next big breakthrough.