Say Goodbye to Manual Invoicing. Automate Your Processes
Are you a club manager exhausted by manual invoicing processes?...
EXOCLASS
Unlock the Power of Trial Classes: 5 Ways to Achieve Success
Growth
Table of Contents
Again and again, we’ve heard from our clients that studios are facing a tough challenge: the constant struggle to attract new customers. In today’s competitive world, the fear of falling behind is more real than ever. The secret to staying ahead? Mastering the art of showcasing the true value that your classes offer to clients.
One of the most powerful tools for growing a membership-based business is offering trial lessons. At Exoclass, we’ve found that nearly 60% of students who try a lesson go on to subscribe for a regular monthly membership.
In this blog, we’ll dive into the power of trial classes and explore whether they could be the game-changer your business needs.
Why Offering a “Trial Class” is Essential for Studio Success
A Great Class Sells Itself
Just like an excellent product, a standout class has the power to market itself. Offering potential students a free or discounted trial class gives them the opportunity to experience your teaching style, the atmosphere of your studio, and the joy of dancing firsthand. When they enjoy the class, they’re far more likely to sign up for a full session or membership.
Moreover, satisfied trial students become your best advocates. They’ll share their positive experience with friends and family, leading to valuable word-of-mouth referrals that attract even more students.
Word-of-mouth remains a powerful marketing tool for dance studios, as personal referrals from trusted individuals can significantly influence enrollment decisions.
Stay Competitive and Stand Out
Trial classes have become the norm in the education industry, and not offering one can put your studio at a disadvantage. If nearby studios are providing trial options and you’re not, potential students may choose them over your studio without ever considering your offerings.
However, if trial classes aren’t common in your area, offering one can immediately set you apart. It signals that you’re confident in the quality of your classes and provides a welcoming, pressure-free way for new students to try your studio.
Tips for Maximizing the Impact of Your Trial Class
- Make It Unforgettable: Ensure every aspect of the trial class is top-notch and welcoming. From the warm-up to the final stretch, students should feel engaged and excited to return.
- Follow Up Quickly: Send a thank-you message and gather feedback within 24 hours. This reinforces the positive experience and increases the likelihood they’ll commit to more classes.
A Golden Opportunity for Valuable Feedback
Your trial classes serve as more than just an introduction for potential students—they are a goldmine of insight for you to learn, adapt, and improve. Gathering feedback from trial class participants is essential for dance studios aiming to enhance their offerings and boost student satisfaction. Implementing structured evaluations can help manage expectations and improve student placement.
Consider asking questions like:
- How did they feel about the class experience?
- Was the instruction and choreography suited to their skill level?
- What aspects of the class could be improved to enhance their experience?
Even if a trial student decides not to continue, their feedback offers invaluable information for refining your offerings. For example, if several trial participants mention that scheduling is an issue, it could be time to rethink your class times. Or if students mention feeling intimidated, this is a cue to foster a more welcoming environment. This continuous feedback loop helps you not only attract students but also keep them engaged and satisfied over the long term.
Post-Trial Incentives That Convert
Once a trial participant has experienced the magic of your studio, a well-timed incentive can help seal the deal and convert them into a full-time student. Here are a few ideas:
- Discounted First Month: Offer a special rate for their first month or a discounted multi-class package. This reduces the risk of commitment and makes the decision financially appealing.
- Loyalty Bonus: Reward trial students who sign up immediately with a small perk, like branded studio merchandise (think water bottles, dance bags, etc.).
- Referral Discounts: Encourage trial participants to bring a friend. For every new student they refer who signs up, both the referrer and the new member receive a discount. This not only turns trial participants into loyal students but also expands your network. Additionally, implementing referral programs where current students bring friends can further boost enrollment. Dance Studio Owner suggests that offering rewards for referrals can lead to increased registrations.
Pro Tip: Create a Sense of Urgency. To encourage quicker decisions, offer time-sensitive promotions. For instance, provide a 10% discount if they sign up within 48 hours of their trial class. This strategy creates momentum and reduces the chances of potential students losing interest or forgetting about their experience.
The Challenge of Trialers Not Following Through with Your Classes
It’s a common challenge for studios: potential students sign up for a free trial, but never actually attend. While they may initially express interest, life’s distractions, busy schedules, or a lack of immediate urgency often prevent them from taking full advantage of the offer. This missed opportunity can leave studios wondering how to convert those trial sign-ups into committed, long-term members.
To address this challenge, it’s critical to make it as easy as possible for trial participants to engage with your studio. Here’s how you can boost engagement:
- Send Timely Reminders: Don’t wait until the last minute. Send multiple reminders leading up to the trial class, ensuring that the potential student is well-prepared and motivated to show up. Consider using automated email or text message systems to streamline this process, keeping reminders personal and friendly. For instance, businesses using automated email, SMS, and voice reminders have seen up to a 90% reduction in no-shows.
- Set Clear Expectations: Make sure trial participants know exactly what to expect. Provide detailed information about the class, the format, what to bring, and how to prepare. This eliminates any anxiety or confusion they may have, leading to a smoother, more welcoming experience.
- Follow Up with Incentives: If a trialer doesn’t attend, don’t let the opportunity slip away. Follow up promptly to remind them of the benefits of your studio and offer a second chance to try a class. Consider offering an incentive, like a discounted class package or a bonus lesson if they reschedule. For example, providing modest cash incentives has been shown to increase attendance at fitness sessions.
- Create a Sense of Urgency: Limited-time offers can prompt action. Let trial participants know when their free trial will expire, and encourage them to take advantage of the offer before it ends. A simple reminder of “only a few spots left” or “this offer ends soon” can nudge them to act.
- Personalized Engagement: Following up after the trial with personalized messages that show you care about their experience can go a long way. Ask for feedback, provide updates on new classes or special offers, and let them know you’re excited about welcoming them back. The more tailored and human your approach, the more likely they are to return.
- Streamline the Sign-Up Process: Make signing up for the next class or a full membership easy and seamless. Remove any friction points in the process—offer easy online registration, clear payment plans, and instant access to upcoming classes.
By taking a proactive approach, setting clear expectations, and offering timely follow-ups, you can ensure that trialers not only attend but also engage fully with your studio, increasing their likelihood of converting to long-term members. Remember, trial classes are an opportunity to showcase the value of your offering, and with a little extra effort, you can turn interest into commitment (Read More on Growing Your Club).
How Exoclass Simplifies and Enhances Trial Classes
Managing trial classes manually can be a challenge, but Exoclass streamlines the process, making it effortless and effective. Our platform empowers studios to offer flexible trial lessons—free or paid—while ensuring a seamless experience for both students and staff.
Key Benefits of Exoclass
- Flexible Trial Options: Offer free or paid trial lessons tailored to your business model.
- Prevent Misuse: Exoclass ensures students can only use the trial option once, maintaining its exclusivity.
- Automated Follow-Ups: After a trial, clients automatically receive an email inviting them to purchase a subscription or explore other classes.
- Teacher Notifications: Teachers are notified of new trial students, enabling them to provide extra attention and promote the class effectively.
Effortless Management, Better Conversions
Exoclass handles everything—from sign-ups to follow-ups—saving you time and helping convert trial participants into loyal students. Elevate your studio’s growth with Exoclass today!
Ready to streamline your trial classes? Book a call with us today and see how Exoclass can help your studio grow!
References:
- Dance Informa. (2019, October 31). Val: The value of evaluations in the dance studio. Retrieved from https://www.danceinforma.com/2019/10/31/val-the-value-of-evaluations-in-the-dance-studio/
- Dance Studio Owner. (n.d.). 67 ways to register for class. Retrieved from https://www.dancestudioowner.com/public/67-ways-register-for-class.cfm
- Dance Teacher Web. (2019, October 17). Dance studio owner? Here’s how to build word-of-mouth referrals. Retrieved from https://www.danceteacherweb.com/articles/blog/2019/10/17/Dance-Studio-Owner-Heres-How-to-Build-Word-of-Mouth-Referrals/
- Kocsis, A. (2020, August 19). Eight Curious Stats About Appointment No-Shows After COVID. 10to8.com; 10to8. https://resources.10to8.com/blog/appointment-no-show-facts?utm_source=chatgpt.com
- Strohacker, K., Galarraga, O., & Williams, D. M. (2013). The Impact of Incentives on Exercise Behavior: A Systematic Review of Randomized Controlled Trials. Annals of Behavioral Medicine, 48(1), 92–99. https://doi.org/10.1007/s12160-013-9577-4
Author
Marija Dambrauskaitė
Join our exclusive newsletter for educational business owners
Everything for free
Proven marketing techniques
Bonus materials
