Updated: Apr 9, 2021
Looking for growth in your yoga business?
First you have to know who to measure growth and with all the data available to you, it's important to know what data to look at. I know it can feel overwhelming to look at a lot of numbers so let's break down what numbers to focus on.
What are marketing analytics? Why are they important for your yoga business?
The concept of “analytics” and “data” can be overwhelming but it can be simple too. Analytics are simply data points for your business that then help you make informed decisions.
Just like we look back on past experiences in our life in order to make better decisions going forward, this is what data can help us do in our business too.
How to interpret analytics in your yoga business?
First, you have to know which pieces of data are important to you, not ALL the data points. Ideally, you’ll focus on just one or two data points per marketing channel so you don’t get too overwhelmed. For example:
Ex: email - know your open rate, what this means and what your business baseline is
Ex: social media - know your engagement and watch to see if this goes up or down
Ex: website - know your page views per month and what pages are being looked at more often than others
Second, once you know the data points you’re focused on, you have to know where to find them.
Email Analytics - What they mean and how to let them help guide your yoga business marketing
Where to find the data:
Your email service provider collects this data for you and it will be found in your “dashboard” for that service. Most likely as soon as you log into that service you will see these numbers.
What data point you care about:
Open Rate and Click Thru Rate
Open Rate - the percentage of people who are opening your emails
This tells you about your subject line. If it was good enough to get the open.
“What’s a good open rate?”
This is where you need to know your benchmark because good for you is different than good for Target. Different industries have different numbers. However, the average across ALL industries - 15% - 25%.
Click Thru Rate - the percentage of people who clicked a link inside your email
This tells you about your content. If it was good enough to get the click.
“What’s a good click thru rate?” --- you have to know your benchmark but in general. However, the average across ALL industries is 2.5%.
Once you start looking at these numbers you will be more informed about your email marketing and it will get better and better.
Goal idea - increase your open rate by 1% in the next month.
You guessed it - you have to send emails to make this happen!
**This was also a podcast episode. If you prefer to listen to this, use the player below:
Website Analytics - What they mean and how to let them help guide you with your yoga business marketing
Where to find the data:
Google Analytics collects this data for you. I also highly recommend connecting Google Search Console as well.
Meg Casebolt’s resource - connecting google analytics
Meg Casebolt’s resource - connecting google search console
Or you can Google “how to connect google analytics to XXX website” and “how to connect google search console to XXX website”. Where the XXX’s are you would insert your website provider (ex: Wix, Squarespace, etc.)
If you’re just starting out, get this hooked up but don’t worry about it for a while. Just let it collect the data. If you’ve had it hooked up for a while, it’s time to look at numbers.
What data you care about
Page Views overall and your Top Pages
Page Views - how many people are actually looking at your site and know what pages they are actually looking at.
Where to find your Page Views Data Point:
Google Analytics > Audience > Overview
You can change the date range but the default is the past 7 days. There’s a lot of other numbers and data points here, put your blinders on unless you really want to dig into this. It’s better to focus on one number at a time as you’re getting started
Top Pages - the pages that are bringing in more people to your site
Where to find your Top Pages Data Point:
Google Analytics > Behavior > Overview