Fitness and Nutrition
KEEP YOUR CAMPAIGNS HEALTHY BY USING CLICK-THROUGH CTAS
Fitness and Nutrition
It’s hard enough to stick to a fitness plan without having to navigate confusing websites that don’t always match your needs. Thankfully, marketers in the fitness and nutrition industry use targeted landing pages to reach customers on search and social channels, and build trust by offering downloadable guides and worksheets, expert consultations, free samples, and more.
- Of the pages we analyzed for this report, 2% fit into the fitness and nutrition industry. This sample includes 1,367 pages and 848,917 total customer conversions.
- The overall conversion rate for these pages is 4.2%, with click-through conversion goals being the most successful.
- The highest performing fitness and nutrition pages—based on the top 25th percentile— convert at 26.8%. Now that’s a healthy conversion rate!
Accelerate results with simple CRO
Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.
Fitness and Nutrition
Click-through CTAs for fitness
and nutrition convert almost
2.5X better.
What’s this mean? With a median conversion rate of 4.2%, fitness and nutrition pages convert higher than the overall industry baseline, and rely primarily on a mix of click-through CTAs (29.9% of the pages we analyzed) and forms (47.6%). Both types of CTAs have their uses, but click-throughs perform really well. How’d we get these numbers? Read our methodology.
Fitness and Nutrition
Fitness and nutrition by the numbers
39.9%
Less Negative on Fitness Pages
When it comes to converting, pages for fitness tend to be less negative than those focused on general wellness. That’s good because negative-related words (like ailing, combat, needy, or parasite) sometimes correlate with lower conversion rates in this industry. If your wellness page tends in this direction, you might consider removing negative sentiment.
2.5X
More Conversions from Click-through CTAs
Click-through CTAs convert at a whopping 10.2%. But they’re also often used in low-friction contexts—for instance, landing pages for fitness apps using click-throughs to the app store. We wouldn’t recommend changing all your fitness pages, but don’t use longer forms and consider gating content by introducing short forms after a click-through (like "Join the workout live").
30.6%
Wordier than Overall Baseline
Though they convert well, pages in fitness and nutrition have the most copy of all the industries we analyzed (30.6% above the overall industry baseline). That’s not necessarily good since we see a slow decline in conversion rates as the number of words increases. Edit for brevity in this industry!
Fitness and Nutrition
Try AI-powered landing page optimization.
Customers aren’t all the same, so sending all visitors to the same landing page variant—even the highest-performing one—isn’t always the best choice. Smart Traffic matches each visitor with the page most likely to convert. Best of all, it does it automatically.
Learn more about how Smart Traffic boosts your performance.