The Wellness Connection
Client
Luisa Frias
Collaborators
-
1 Founder
-
1 Design Lead
Location
Los Angeles, USA
Year
2021 - 2022
A mindful approach to movement and body work to balance and align your mind, body and spirit. Work on your health and wellbeing from the comfort of your own home!
The Wellness Connection offers online classes, video-on-demand and movement coaching on all categories from healing and restorative training to yoga, dance conditioning and pilates.
Strategy objective
The Founder of The Wellness Connection, Luisa Frias, wanted to allow existing clients to book her services and purchase her training videos directly from her website. Some of the Founder's goals were to:
• Streamline online payments via website
• Allow for online and in-person service requests
• Improve scheduling and calendar management for both, the trainer and the client
challengeS
Because the original site was using Wordpress, the usage analytics were unavailable. Instead, we created a "coming soon" landing page to gather data like traffic numbers and unique sessions to get some insights on where users might struggle on the new website.
• Client JTBDs required different ways to book, purchase or request services
• Low traffic and no SEM resources
What we did
While working remotely with the founder of the business, she was based in LA and Joonly is based in Germany, we organized some competitor samples and conducted a UI/UX Review with the founder to get a sense of her "must-haves" and vision for how the services would be represented on the new website.
This exercise and the follow-up discussions afterward, helped us realize what the sitemap would look like and the type of tools and UX needed in order to improve the founder's ability to balance her personal schedule, manage clients, organize classes and gain a profit during a pandemic.
What we learned
By switching to a new web hosting tool and implementing a "coming soon" landing page, we were able to get an idea of how much organic traffic The Wellness Connection gets per month and from where they're coming from:
• 94% of the traffic is new users
• 50% of organic traffic comes from Instagram and Linktree
• Only 9% of traffic is rendered from Google SEO
• The average user spends 6.5 minutes on the landing page
• On average, there are 22 sessions per month
Because traffic from her social is so good, we'll add an integration to Instagram on the website as well as encourage the founder to post regular blog updates to drive more rich content to new users.
We'll also have to optimize the new website's content in order to get a better reach on Google SERP – something that is a struggle since there is more than a few wellness connections across the globe.
As the website is still very much in progress, we plan to release the pay-as-you-go modal and test the functionality of the booking flow and checkout process in order to ensure a smooth payment session for users.
Additionally, we also plan to test the client-side platform that allows those who created an account to manage the videos they purchased and classes they booked. Once we've made sure the business basics are in place, then we'll revisit the data on user retention and investigate how a subscription modal and live-streaming function might improve the client experience.