A few yoga professionals have similar questions on this subject: Why is my yoga website not getting enough bookings? Could I be maximizing my yoga website for more bookings? How can I optimize my yoga website further?
I recently have started a crowdfunding campaign to help with our FiitZ yoga marketplace development, and by offering some quick consultation to yoga professionals, I gained some insights on marketing struggles. So here are some basics on issues I have seen with yoga websites (and websites in general) when not converting the way you would like. It’s either about traffic, messaging or Call To Actions.
First and foremost, I want to express here how important it is to have Google Analytics set up in your website. This will give you data and insights to understand how people are navigating your website.
“In God we trust. All others must bring data” – W. Edwards Deming
#1 – You are probably not getting the right traffic
When looking at different types of traffic to your yoga website, there is typically a pattern. There is no right and wrong here as every website will have a mix of users, so it’s all about finding the right mix to get your yoga website converting at a healthy and sustainable rate.
The first type of organic traffic is great-converting “free” traffic. These are your friendly referrals or people that are searching for your name on Google and found your website. They are looking FOR YOU and once they found you, they are most likely to take action. The second type of organic traffic is when you rank for additional search terms, like your yoga class type. For example, your yoga website might rank for “yoga for boxing athletes” and although people are not looking for you, they are looking for what you specifically offer. That is great but might convert at a slightly lower rate.
Sometimes Google will rank you for random stuff, so be aware that if that is the case, your organic traffic might convert poorly overall. For example, let’s say your business name is Avocado Yoga and your start ranking well for the word “avocado”, your first reaction is “awesome! lots of free traffic!”; but you’ll start noticing that people come but leave your website after 2 seconds. They are looking for information on avocados, not yoga.
Social Media Traffic
It’s really easy to be caught up in the ‘likes and comments’ games in social media. That leads to some people thinking that you have the right people engaged. That can be absolutely wrong. Some engaged users are aspirational followers, where they wish they had a certain lifestyle, but they don’t want to change their ways or can’t afford it. Make sure to track your sales and bookings all the way through to differ the curious from the serious users.
Paid Advertising Traffic
Paid traffic can be extremely effective but also extremely deceiving. It can be complex and time-consuming for some, so my advice is always to start very simply. If you are adventuring yourself in creating your ads, try 2 ads and one niche audience, or 2 audiences and one simple ad to get started. Start over and over if it doesn’t work and increase your complexity over time.
If you start a campaign, gets lots of traffic and your conversion rate drops too much, you should scale down. Try to figure out what is the bad traffic coming in. It is OK to have your conversion rate lower for paid campaigns at first, as you are testing audiences for efficiency, but this is a very controlled environment, so over time, it should be your best converting traffic.
#2 – You are probably not doing a great job in communicating your message
If people are landing on your website (or your beautiful landing page), clicking around and not convinced, there is a chance they are leaving confused. Try looking at your website right now and answering these questions within seconds (yep, users like things quick). What is your program really about? What motivates you in this business? What makes your teachings unique to you? What are the exact steps and details of what you offer? How much does it cost?
It needs to be painfully clear: who you are, what you offer, why and what I am getting for my investment.
But on the opposite side, don’t offer too many things at once and don’t say you do everything under the sun. That doesn’t help your audience connect with you and your purpose.
Look at these real-life examples of quick messages on home and landing pages.
Perhaps instead of “Join our yoga kids revolution“, where revolution is very broad and can mean different things to different people, why not “Empower kids to be resilient and mindful – with yoga techniques“. You can further explore content around building resilience in the early years and how mindfulness can help kids throughout life.
Perhaps instead of “Body Work / Massage Therapy – Personal Training & Yoga” which is also on the generic side, what about “Heal & prevent injuries with functional training style yoga – from correcting to relaxing motion issues“. You can then talk about most common injuries, recurring symptoms and suggested training.
#3 – You could probably optimize your CTAs (Call To Action)
So now you are bringing great traffic to your website, your message and offerings are very clear and exciting but you are still not converting into bookings? Your CTA is the last piece of the equation. A Call To Action is the button or link that indicates what is the appropriate next step your user needs to accomplish. This is your “buy now” button.
There are a few tips to make sure your CTAs are working for you.
- Create some sense of emergency – Using messages like “last spots available”, “10% discount if you reserve now”, “this will likely be sold out soon” work on our unconscious FOMO (Fear of Missing Out). This is not to trick anyone, but it will avoid laziness and our instincts to decide later. This helps people that are ready to commit to acting faster.
- Use the right words – Seems obvious but “Save your spot” (which could mean making a deposit on a retreat) is different than “Book your trip now” (full payment and commitment).
- Make sure the button or link is VERY visible – anywhere you go on the website, you should see a CTA. Because whatever people are reading or interacting with, it could be the point where they are ready to convert. If people are not ready to purchase anything yet, perhaps they want to know more (you must have a contact info ) or sign up for news on next events. Building engagement and a quality mailing list are equally important. An email signup today could mean a retreat booked later.
Most common CTAs for yoga websites:
- Save your spot
- Book now
- Get started / Start now (for subscription or on-demand classes)
- Choose a plan (instead of See prices)
- Join us (for gatherings)
- Get free trial / Try now (signing up for an offering)
- Get exclusive news (instead of Join newsletter)
- Access content (instead of Create an account)
Typically a low conversion rate on a yoga website is a mix of some issues, not just one. And it takes several iterations and optimizations to get to your maximal result. So start testing right away.
If you want to chat about any of these items, make a small donation (or big!) to our crowdfunding campaign and I would love to chat further about improving your yoga website! This is not something I typically do, but it has been a great experience. So send me a quick email, either way, sharing is caring.