Enhance your personal training business in London with A/B advertising strategies. Learn how to attract new leads and optimise your marketing budget.

Are you looking to start advertising your Personal Training services through a digital marketing platform like Meta, LinkedIn, X? Or Maybe you are even young enough to understand… TikTok (I am not...)

A/B testing can be a great way to attract new leads to your Personal Training services. Digital marketing and advertising can be expensive, so ensuring that you are not overspending to attract new leads to your business is essential for ROI (Return on investment)

In the competitive world of personal training, especially in a bustling city like London, finding effective ways to attract new clients is crucial. One way to minimise the cost and maximise the efficiency of your advertising and marketing could be A/B testing. This method can help refine your advertising strategies to generate new and recurring leads.

What is A/B Testing?

A/B testing, also known as split testing, is a simple method of refining advertisements to see which “Angle” has more pull with the target market. To better understand this process, I have shown what this means in the context of The Workout Network.

The Workout Network has three main USPs that we communicate through our website:

1. No-contract, flexible private personal training studio

2. Low cost (£18-£20)

3. Central Location, Bank, Monument, Fenchurch street.

To find which message has more impact, we can create an A/B test and compare the success rate between the two methods. By changing one variable at a time—such as the headline, image, or call-to-action (CTA)—you can determine what resonates most with your audience.

Why A/B Testing is Helpful for Personal Trainers

Optimising Marketing Spend:

•           A/B testing helps ensure that your marketing budget is spent on ads that generate the highest return on investment (ROI). By identifying the most effective elements of your ads, you can allocate resources more efficiently.

Understanding Client Preferences:

•           A/B testing removes the guesswork! A clear example of what performs best with your target audience allows you to prioritise that message. For example, you might find that ads with testimonials perform better than those without, indicating the importance of social proof.

How to Conduct A/B Testing for Your Ads

1.         Define Your Goal:

•           Determine what you want to achieve with your ads. Common goals include increasing website traffic, generating leads, or boosting engagement.

2.         Create Variations:

•           Develop two versions of your ad with a single variable changed. This could be the headline, image, CTA, or even the offer itself.

3.         Run the Test:

•           Run your A/B test using platforms like Facebook Ads, Google Ads, or Instagram Ads. Ensure that both versions are shown to similar audience segments to get accurate results.

4.         Analyse Results:

•           After running the test for a sufficient period, analyse the data to see which version performed better. Look at metrics like click-through rates (CTR), conversion rates, and engagement levels.

5.         Implement Changes:

•           Use the insights gained from the A/B test to improve your future ads. Continuously test new variables to keep optimising your advertising strategy.

Examples of A/B Testing Variables

•           Headlines: “Achieve Your Fitness Goals at Our Private Studio Near Bank Station” vs. “Exclusive Personal Training Near Monument Tube: Book Today”

•           Images: A photo of the studio interior vs a photo of a trainer working with a client

•           CTAs: “Sign Up for a Free Session” vs “Join Our Exclusive Training Program”

•           Offers: “Get 10% Off Your First Month” vs “Free Consultation with Our Expert Trainers”

Maximising Your A/B Testing Results

To get the most out of your A/B testing efforts, keep these tips in mind:

•           Test One Variable at a Time: Changing multiple elements at once can make it difficult to pinpoint what caused the performance difference.

•           Run Tests for a Sufficient Duration: Ensure your test runs long enough to gather meaningful data. A minimum of one to two weeks is recommended, depending on your ad spend and audience size.

•           Use Reliable Data: Ensure your data collection methods are accurate. Tools like Google Analytics can help track and measure ad performance effectively.

A/B testing can be a valuable tool if you're looking to digitally advertise your business and an excellent strategy for personal trainers looking to enhance their advertising efforts and attract new clients. By continuously refining your ads based on data-driven insights, you can improve your marketing effectiveness, optimise your budget, and grow your client base.

For more tips on growing your training business, stay tuned to The Workout Network blog.

Marketing, Advertising, Personal training, new leads.