The Paseo Club Elevates Member Engagement with UTMs & Lucky Orange

In the world of tennis & fitness clubs, standing out means more than offering a place to workout. It’s about creating an experience that keeps members coming back for more.

Enter The Paseo Club in Valencia, California.

They’ve not only nailed the fitness game, but also mastered the art of member satisfaction with a little help from Lucky Orange. In this case study, we’ll dive into how The Paseo Club uses Lucky Orange to better understand how both memebrs and potential members use their website.

I spoke with general manager, Jen Azevedo, who’s been with the Club for 15 years.

Jen, along with content manager, Sarah, both use Lucky Orange to understand the journeys visitors take through their website. Over the years, The Paseo Club website has seen a few iterations including using HubSpot's CMS tools. Initially, Jen and Sarah's main focus point was simply making sure their website was constantly up-to-date.

Keeping track of website testing

As the team continued to refine their site, testing and experimentation became a necessary strategy. Along with that, they found it helpful to build a central source of truth to track all testing activities and results.

“Sarah and I both work to stay organized while utilizing tools like Lucky Orange. Being able to keep a separate chart, either paper or excel, to track a type of test we run to enhance conversions is very helpful to us.”

In a recent test, while looking to re-design the website's main CTA button, the team performed an A/B test to compare two variations.

1. "Schedule a Tour"

2. "Learn More"

To evaluate how the CTA's altered visitor behavior, Jen and Sarah used a combination of Google Analytics and Lucky Orange data. This combination of data sources creates a comprehensive view of time on page, scroll depth, click location and many other indicators of which messaging may work best.

This approach of testing key elements is vital for their website's success as they attempt to better serve both their existing memeber base and actively attract new members. Using phrasing that attracts new members to the right offers at the right time is vital.

Monitoring & improving member retention

The club currently has around 1,350 members. To make sure the website does its job in serving this amazing member group, Jen and Sarah proactively monitor visitors where they most frequently engage—on their smartphones.

“The majority of our members book their courts, workout classes, spa time and things like the via their smartphone. Utilizing the mobile/desktop filtering really allows me to hone in on the audience I’m trying to target.” 

Jen also values member surveys to help maintain retention rates. “At places like a fitness club, it's crucial to pay attention to the wants and needs of your current clientele. Having a website to easily access those comments through surveys has been huge for us.”

Using UTM's to judge campaign performance

The Paseo Club sends a monthly newsletter highlighting upcoming events like seasonal fitness challenges, nighttime events at the club, spa specials and more. They deploy embedded links to landing pages with a primary goal of education or signup.

To better track results and behaviors, Jen’s team embeds UTM-tagged links into the newsletter. Lucky Orange automatically captures UTM parameters in session recordings and heatmaps, so you can see quickly filter to only see traffic coming from a specific campaign.

For example, if you're driving traffic from a newsletter to get Summer Camp signups, you'll simply add UTM parameters to the link and then use Lucky Orange filtering to see what people did on the landing page. Using Session Recordings, you're able to see every place their mouse went—where they clicked, scrolled and engaged with site elements.

Interested in improving member satisfaction and optimizing your website's performance like The Paseo Club?

Discover how Lucky Orange can empower business with real-time insights and actionable data. Lucky Orange is your key to driving growth and retention. Begin your free trial today and transform your digital presence into a thriving hub for member engagement.