Services · Conversion & funnels
02 · Conversion & funnels
Stop leaving money on the table.
Every fitness business I have audited was leaving meaningful revenue on the table. The fix rarely sits in a rebrand; it sits in the conversion economics underneath. Where the funnel leaks, what the offer is worth in real money, where attribution is broken, and which tests actually move the number that matters.
From the field
up to €30,000
per month found in audited fitness brands. Recoverable with funnel work, not new ad spend.
“Unlike previous marketers who only sold themselves, Vincent delivers significant ROI. One of the professionals I want to work with long-term.”
Menno Henselmans
Founder, MennoHenselmans.com
Funnel and conversion work for science-led brands
If you are reading this page
Does any of this sound familiar?
Five patterns I see in almost every conversion engagement. If two or more of these are recognisable, the funnel work is what you actually need. Not more ad spend, not a brand refresh.
- 01
Ad spend keeps climbing but conversion rate is flat.
- 02
You cannot tell which channel actually produces customers (the numbers do not agree across tools).
- 03
Mobile conversion is significantly lower than desktop, and nobody on the team can say why.
- 04
Funnels look fine in dashboards, but the unit economics never work out.
- 05
You run tests, but never feel confident a winner is statistically real.
What this is
The math underneath the marketing.
Most fitness brands track impressions and reach. Few can tell you the cost-per-customer-acquisition by channel, or what changes if conversion rate moves from 2.4 to 3.1 percent. That is the gap.
I work the numbers backwards from your offer: what does each stage need to produce so the unit economics work, where is the actual leak, and which intervention would have the biggest leverage on customer-lifetime-value, not just on a single conversion event.
Tests are research-first. We do not test ten things hoping one wins. We figure out which question is the constraint, then we test the answer to that question.
What a typical leak looks like
A typical fitness funnel.
Aggregated benchmark across audited fitness coaches and apps. The exact numbers vary, but the leak-pattern is consistent: the biggest wins almost always sit in the top half of the funnel.
What a small move on conversion does to the math
Conversion is a multiplier, not an increment.
Most marketers think in absolute numbers ("we got 12 more leads this month"). Conversion is multiplicative. Moving from 2.4% to 3.1% on a fixed traffic budget is a 29% revenue lift on the same spend, every month, compounding. Here is how it plays out at a typical fitness coaching scale:
Baseline
2.4%
1,000 weekly visitors
24 per month
€36,000 per month
Target
3.1%
1,000 weekly visitors
31 per month
€46,500 per month
Annual delta
+0.7pp
From fixing your conversion rate alone
+84 per year
+€126,000 per year
Illustrative model. Assumes €1,500 average customer value, 4-week sales cycle, no seasonality. Substitute your own numbers in the audit.
Want to see what your funnel is actually leaking?
A first call is 45 minutes and free. We look at your data together.
What I actually ship
Four concrete deliverables under this header.
Funnel diagnostics
End-to-end map of where traffic comes in and where it leaks. Quantified per stage. Output is a small list of high-leverage fixes ranked by expected lift, not a 40-item roadmap. The top three fixes ship before the rest of the report is even written.
Artefact: Written report (~30 pages) + raw data file.
Typical duration
2 weeks
Landing pages
Built or specced for your dev team. Heavy on message-match (the page says what the ad promised), light on visual gimmicks. Mobile-first, real form handling, proper analytics events on every meaningful action.
Artefact: Live page or design + spec your team can implement.
Typical duration
1 to 4 weeks
A/B testing programs
Research-first. We start by figuring out which question would actually move the number. Then we run tests with enough sample size to draw a conclusion, not enough to fool ourselves with random variation. Results documented per cycle.
Artefact: Test backlog, monthly result write-up, statistical confidence calls.
Typical duration
Ongoing, monthly cycle
Attribution and instrumentation
Tracking that actually answers 'which channel produces customers, and at what cost'. Server-side events when client-side fails, UTM hygiene, dedup logic, lifetime-value tracking past the first sale.
Artefact: Working tracking stack + a dashboard you can read without me.
Typical duration
1 to 3 weeks
How this differs from the alternatives
Three approaches you might compare.
If you are weighing this engagement against a generalist agency or a hype-driven marketer, here is a side-by-side at the level the work actually differs.
| VOM (this engagement) | Generalist agency | Hype-marketer | |
|---|---|---|---|
| Where does the work start? | Audit-first. Two-week diagnosis before recommendations. | Strategy slide-deck and a campaign plan. | Tactic-first. Run more ads, post more content. |
| What drives the recommendation? | Your data, your customer interviews, the research literature. | Industry templates and best-practice playbooks. | Anecdote and opinion. Confidence as substitute for evidence. |
| Who actually does the work? | Me, working inside your funnel. | Account manager out front, junior team behind. | Founder sells, contractor delivers. |
| Niche depth | Fitness and health only, since 2017. | Generalist, every industry, every promise. | Whoever pays. Niche is whatever last week's webinar was. |
| Test methodology | Research-first, statistical confidence checked, results documented. | Tests run, but rarely sample-size aware. | Tests claimed, rarely real. |
| Lock-in | No retainer required. Engagement scales with your need. | 6 to 12 month contracts. | Implicit dependency. You are sold the marketer, not a system. |
When this fits
Traffic exists
Conversion is the constraint, not visibility.
Tracking is unreliable
You cannot tell which channel actually produces customers.
You have a funnel
But you cannot say where the leaks are big.
Wanting to scale spend
Unit economics are unclear, scaling feels risky.
When this does not fit
Below ~1,000 weekly visitors
Test sample sizes are too small to learn from. Build traffic first.
You want CRO without changing copy
Most leaks are not visual. Copy and offer matter more than button color.
You want a guaranteed conversion lift
I do not promise one. I work on the actual constraint.
Outside fitness or health
Not my niche. Better matched to a generalist agency.
Common questions
Things operators usually want to check before booking.
How do you measure success?
Cost-per-acquired-customer and customer-lifetime-value are the two numbers I care about. Conversion rate is intermediate. If we move CR up but CAC stays flat or LTV drops, we have not won. The dashboard reflects this hierarchy, not the other way around.
What if I do not have proper tracking yet?
Fixing the tracking is usually deliverable one. Without reliable conversion data, any optimisation is guesswork dressed up as data. Two to three weeks gets you to a state where the numbers can be trusted, after which the rest of the work has a foundation.
Do you implement or only advise?
Both, depending on your team. If you have developers and designers, I write specs they execute. If you do not, I implement directly. Most engagements are a mix: I ship the first three high-leverage fixes, your team picks up the long tail.
How long does a typical engagement run?
An audit is two weeks. Implementation is four to twelve depending on scope. Quarterly partnership is open-ended. The longest current engagement started in 2017 and has not stopped.
What does this cost?
Engagement-dependent. A standalone audit is in the low thousands. Implementation and partnership scale with scope. The first call is free and 45 minutes; if we are a fit, you get a quote you can decide on without pressure.
Next step
Want to find what your funnel is leaving on the table?
First call is 45 minutes and free. We look at your funnel together and decide if a deeper engagement makes sense.
Plan a call →