You’ve probably heard the term Analytics thrown around at a marketing class or conference workshop you’ve attended. Website analytics is the evaluation and identification of important patterns is user behavior data. How are users coming to your yoga studio website? How did they find you? What pages did they look at? How long did they stay on each page? These are some of the questions Analytics can help you answer. It is absolutely critical that you BOTH measure and analyze your website traffic on an ongoing basis in order to make the most of your marketing dollars.
Your yoga studio website should be the epicenter of your marketing strategy. Most marketing efforts are designed to send potential students to your website. One of the most basic metrics we look at is total number of session. As a rudimentary measurement of success, the increased number of website visitors can point to the success of specific marketing campaign. Of course there is much more that goes into drawing relevant conclusions from website traffic reports. Just a few other aspects we should consider are where the traffic came from, and did it ultimately result in increased conversion rates.
So now we know how many visitors came to your yoga studio’s website, but let’s dig a little deeper. Are we getting new, potential yoga students on our website? or we only getting the same visitors coming back again and again to check the class schedule? We can begin to answer this question by looking variations in the percentage of new sessions vs. returning visitors.
There are a total of 8 channels Google Analytics uses by default:
Direct, organic search, Referral, Email, paid search, other advertising, Social and Display. We can use these default groupings to quickly segment your traffic sources and identify specific patterns of behavior for each source. This will help us figure out which sources are most effective for your studio.
Bounce rate (reported as a %) is the percentage of single-page website visits. Basically, it tells you what percentage of visitors looked at one page and then left your website. As a general rule, it’s best for this number to be as low as possible. We want to engage visitors to your website and encourage them to review different pieces of content. The longer we keep a visitor on your website, the better chance we have of converting them into new students.
On a website, conversion could mean several things. One example could be an immediate sale (ex. a student was on your website and the bought a 10 yoga class pass). However, conversion could also refer to getting a website visitor to fill out a contact form, or sign up for a free class. In that case, we are converting a visitor into a lead. Next, it is our job to convert that lead into a client.
We covered a few of the basic website analytics we believe are important for yoga studio owners to measure and learn from. Remember that it is NOT enough to just track this information. All the data in the world does you no good if you never look at it. At Downdog Creative we take analytics seriously because we are serious about the success of your yoga studio. Please contact us if you have any questions about how to use website analytics to grow your yoga studio.
To see the rest of the list, please check out Top 10 Website Analytics You Should Be Measuring AND Learning From