GROWTH HACK 1
The classical pilates room DOCUMENT PREPARED BY TARA MORRISON Minerva 2021
STUDIO OWNER IVAN RODRIGUEZ Founder and CEO
FEBRUARY 2020
table of content CURRENT STATE
2
Introduction to the first growth hack by identifying the current popularity of the website.
SEO STRATEGY
3
A brief explanation of how to increase traffic on the website through. Search. Engine Optimization,
BUILDING TRUST
5
Encouraging brand anthropormorphism to build trust with customers.
EVALUATING SUCCESS
7
Proposed metrics and methods to evaluate the success of the growth hack.
REFERENCES
8
HC/LO APPLICATIONS
9
WE'RE A PASSIONATE COMPANY FILLED WITH PASSIONATE INDIVIDUALS
02 GROWTH HACK
Where we're at today The Classical Pilates Room website was launched in July 2019. Currently, the web presence is not strong: links to the website are not within the first page of Google for many search queries (Table 1). Moreover, the acquisition of new users has decreased since October. Ivan Rodrigez, the owner of the studio, hopes to utilize Search Engine Optimization to achieve better rankings through organic search results.
I hypothesize that the low search engine ranking, alongside the lack of new users, is a result of the lack of information and existing content on the page. Therefore, the following sections will focus on identifying key content required on the website to increase relevance and interest to potential customers.
search query
page on google search
Pilates Somerville Pilates Somerville Massachusetts Private Pilates Somerville Massachusetts Pilates rehabilitation somerville Pilates rehabilitation Boston Pilates rehabilitation Massachusetts
3 2 1 1 N/A 10
Table 1. Ranking of The Classical Pilates Room's web presence by identifying which page the website shows up on Google with different search queries.
Figure 1. Overall traffic to the offical website since it's launch.
FEBRUARY 2020
03 GROWTH HACK
INTENDED EFFECTS USING SEO'S TO INCREASE TRAFFIC
RELEVANCE, RANK, AND ACQUISITION Increasing exposure of the website on search engines should increase web traffic. I will target Google, as it is the most popular search engine (Forsey, 2018). Potential customers seeking pilates studios will likely use search queries to evaluate potential opportunities in Somerville. Therefore, increasing our rank and relevance should lead to increased exposure and, subsequently, top of the funnel activity of users.
Rank
Better location on SERP's
Relevance Increased Exposure Authority Technical Issues
Acquisition of New Users
Figure 2. Intended effects of improving the rank and relevance of The Classical Pilates Room website. These two factors are highlighted as they are the target factors of the upcoming growth hack. Authority and technical issues can be improved later.
FEBRUARY 2020
04 GROWTH HACK
Customer fit
Brand Communication
Relevance
Customer fit refers to the compatibility of studio's offerings with customer needs. Based on Ivan's current customers and goals, his classes are assumed to be solving customer's problems. Brand communication entails how the information is shared and perceived by users. Communication is critical as it allows awareness of Ivan's offerings to prospect customers. Moreover, clear brand communication should lead to better rankings for specific queries, such as "Rehabilitation pilates in Somerville."
THE CLASSICAL PILATES ROOM'S BRAND IDENTITY Ivan wants others to experience the benefits he’s gained from pilates. Moreover, he believes that it should be customized based on individual needs. Pilates relies on genuine appreciation: for your body, your mind, and others around you.
CONTENT THAT WILL ENGAGE NEW USERS: Injury knowledge and pilates empowerment can be enhanced through by fostering a sense of expertise and trust.
CUSTOMER VALUES AND NEEDS Customers seek physical improvement (to target specific injuries or for general health benefits). Customers want to be confident in who is helping them recover, respect their expertise, and develop a sense of trust (O'Keeffe, 2016).
Figure 3. Venn diagram encompassing how The Classical Pilates Room’s brand identity and customer values and needs should be considered when creating content for their website.
FEBRUARY 2020
05 GROWTH HACK
INTEGRATED information
"THE GOAL IS TO GENERATE MORE INTEREST IN THE CLASSICAL PILATES ROOM BY CREATING VALUABLE CONTENT FOR PROSPECTIVE AND CURRENT USERS. The next step is to identify what website elements will be most relevant and appealing to users. When evaluating different options for rehabilitation, or intentional exercise, users seek expertise (O'Keeffe, 2016). Moreover, when considering the studio's purpose and values, the Classical Pilates Room relies on the values of trust and knowledge (Fig.3): 1. The expertise to create programs that are specific and effective for individuals. 2. A sense of trust as customers may feel initially intimidated by the equipment or the physical practice itself.
Anthropomorphism
Brand Trust
Anthropomorphism, attributing human characteristics to a brand, leads to increased familiarity and trust. Due to our tendency to be "mistrusting of what is non-human, but reassured by what is human," anthropomorphism provides a sense of comfort with non-human objects (Guthrie, 1995).
FEBRUARY 2020
06 GROWTH HACK
INTENDED EFFECTS BUILDING TRUST WITH CUSTOMERS
ANTHROPOMORPHISM AND THE CLASSICAL PILATES ROOM To encourage users to attribute human characteristics to the brand, and therefore feel increased trust and comfort, we will strengthen Ivan's role as the personification of the brand. 1. A "My History" page can use storytelling to describe Ivan's journey with pilates, allowing users to tie a real human experience to the brand. 2. A "My Values" page can clarify the values The Classical Pilates Room embodies .
History and Values Page
Acquisition of New Users Testimonies
Increased Exposure Personification of the Brand
Brand Trust
Better location on SERP's
Service Options and Descriptions
Relevant Content for Users
Rank
Figure 4. Intended effects of integrating a "History" and "Values" page. Green boxes signify the intended actions that can build brand trust: testimonies enhance brand competency and relevant content enhances expertise and reliability. Blue boxes represent the measurable factors. The red box is the first action I plan to execute to begin building and communicating a brand identity.
FEBRUARY 2020
07 GROWTH HACK
OKRS EVALUATING SUCCESS
Creating a "History" and "Values" page only targets an aspect of the many factors that influence brand trust (Fig. 4). Future actions can target others. For this one, Two metrics are needed to evaluate this growth hack (Table 2).
General Objective
The goal is to generate more interest in the classical pilates room by creating valuable content for prospective and current users.
Specific Goal
Increase exposure to the website by improving the rank of The Classical Pilates Room on Google - the most popular search engine.
Increase exposure to the website by improving the rank of The Classical Pilates Room on Google - the most popular search engine.
Metric
Method of Evaluation
The rank on the SERP of the website for different search queries seen in Table 1.
Implement a pre-post study: After one month of launching the “history” and “values” page, compare the ranking of the website for different search queries to the rankings listed on Table 1.
The number of daily new visitors using Google Analytics.
Determine whether there is a statistical difference between the distribution of new visitors in March (assuming that the pages will be posted on March 1st) and the distribution of new daily visitors in February. Use a t-test to determine whether the null hypothesis should be rejected or not with a p-value of 0.05 Null hypothesis: The new website content did not increase the number of new visitors. Alternative hypothesis: The new website content did increase the number of new visitors.
Table 2. Metrics for evaluating the launch of a "History" and "Content" page.
FEBRUARY 2020
References Guthrie, S. E. (1995).Faces in the clouds: A new theory of religion. New York, NY: Oxford University Press. Hubspot & Ryte (2017). The Introductory Guide to Search Engine Optimization in 2017. Retrieved from https://cdn2.hubspot.net/hubfs/53/HubSpot_OnPage_What_Is_ SEO_EN.pdf? t=1508874155617&__hstc=20629287.796db55770a14b079c69ba1d907 0bd2f.1484776776995.1501791670403.1508874147503.6&__hssc=2062 9287.2.1508874147503&__hsfp=115007051 Okeeffe, M., Cullinane, P., Hurley, J., Leahy, I., Bunzli, S., Osullivan, P. B., & Osullivan, K. (2016). What Influences Patient-Therapist Interactions in Musculoskeletal Physical Therapy? Qualitative Systematic Review and Meta-Synthesis. Physical Therapy, 96(5), 609–622. doi: 10.2522/ptj.20150240
Word count: 474 (excluding tables and figures)
HC Applications #audience: Last assignment, I identified the primary target audience to be those seeking pilates as a means of "injury prevention, rehabilitation, and pre and postnatal care." Therefore, using a history and values page to help the process of anthropomorphizing the brand should tend to this group's specific needs. More specifically, seeking pilates for more than physical recreation requires customers to feel trust and confidence in the studio. By setting the foundation to form a personal connection and sense of comfort in the brand, The Classical Pilates Room is directly tailored to this group. #interventionalstudy: A pretest-posttest design is proposed: the launch of a history and values page is the intervention. The dependent variables are the rankings on SERP's and the number of new visitors. As the number of daily visitors is continuous and can be organized as a distribution, a ttest will be used to determine statistical significance between the two groups (pre and post-launch). #b154-brandConnection: In addition to what was written for #audience, the growth initiative builds upon the bi-directional relationship between Ivan's values and brand identity. A lot of the value of The Classical Pilates Studio comes from Ivan himself (seen in how some of his students came to join his studio after he left his old one). Emphasizing on his story and values will build a foundation where students can feel more empathy and connection towards him and his brand. Furthermore, it can enhance the clarity of that connection (brand communication). A rough outline of the types of content that could be included (that was built off interpretations of the brand) can be found here. #b154-underlyingPsych: This growth initiative targets underlying psychology in two ways. Firstly, by focusing on those who seek rehabilitation or injury prevention, I researched essential values and attributes of patients seeking physical therapy. Research emphasised the required trust, expertise, and confidence needed in studios. Secondly, anthropomorphism provides a psychological explanation of how the attribution of human characteristics to a brand can help foster the necessary connection and trust (as it gives a sense of familiarity). This is even more relevant due to the bi-directional relationship between Ivan's values and The Classical Pilates Room's brand identity. #b154-metrics: Figure 4 highlighted which factors could be measurable. Furthermore, by exhibiting what types of relationships were predicted to impact them (ex: content relevance and SERP ranking), I clarified why those metrics would be an appropriate way to see the effects of the growth hack. Table 2 clearly outlined what data analysis processes could evaluate the metrics and were tailored to the type of data collected (continuous data). #communicationdesign: I balanced the use of text and figures in a visual document to make this assignment more engaging and appealing. Furthermore, I used photos compatible with Ivan's studio.