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Case Study: Yoga Marketing and How to Analyze Data

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A Yoga studio and teaching center that works with Marketing 360® does exceptionally well at converting visitors into new students – even with certain channels converting at less than 1%.  Here’s their story.

 

A look at this conversion data for a local Yoga studio might get you to conclude that their organic and brand channels have a serious problem.

yoga case study conversion data

Organic traffic converting at .89%?  Brand traffic at .57%? At face value, those are concerning numbers.

But this is a lesson on why you can’t always take data at face value.  

There is actually a positive reason these numbers are so low.

As it turns out, this website ranks well for a number of high-volume searches for well-known yoga poses.  These searches create huge numbers of impressions for their website.

For example, “bhujangasana”, which is a well known yoga pose, is a term they rank on page one for.  It is their highest impression term search term (last 30-days data):

yoga case study keyword data

Here is where the data mirage arises.  The combined effect of a widely searched term coming to a website that mainly converts local traffic means that there is no way conversion rates will be high.  People in other parts of the world are finding this website, consuming the information, but are not converting.

Is this a problem?  Not really, since this is organic traffic.  If they were paying for clicks, it would be a colossal problem.  You don’t want someone in Dublin clicking on your ad when you’re in North Carolina.  

However, since this yoga business also offers yoga instructor training, there is value in this traffic.  They can attract potential students to the site from areas outside their paid search target areas and increase their overall enrollment.  

When we delve a bit further, we see that this website is converting nicely, as evidenced by a healthy local conversion rate on TPA (4.23%), which is localized traffic.  

They also have an excellent call to action with a compelling offer, which is critical to healthy conversion rates:

yoga all to action

 

Why You Must Interpret Data

The lesson here relates to the important topic of statistical significance and how we interpret a data metric.  

It’s easy to jump to conclusions with data, particularly if we don’t look at time-frames and sample sizes correctly. Often, business owners and marketers will put on rose-colored glasses and jump for joy over data that doesn’t have the time or volume to really count.

But it’s also possible to look at a data point like the conversion rates of this site and see a problem where, in fact, low numbers are the result of good work.

In the end, it’s all about ROI.  With that data, we’re on solid ground with this business.  

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