Case Study
Yogamatters is the UK’s leading yoga supplier, their brand encompasses important values such as diversity, an emphasis on creating sustainable relationships and keeping the planet at the forefront of everything they do, which is why this brand is such a good fit for us here at Venture Stream. We have worked with Yogamatters for five years, and together we are continually developing key strategies across their multi-channel marketing solution to ensure they remain the UK’s leading yoga brand.
Paid continues to be our biggest channel for this brand, working in conjunction with our multi digital marketing strategy. Over the last 12 months, we have continued to work on maximising spend whilst aiming for a minimum of 800% ROAS. Recently we have placed a big focus on smaller demographics for social outreach campaigns. As such, we have continued to expand out campaigns on brands, generics and technical yoga terms in a new strategy. In addition to the new strategy, we have implemented international shopping feeds to contribute to our wider global strategy with Yogamatters.
We have carefully used development work to create space for unique content on brand landing pages to drive traffic to specific popular products. As part of this service, there is an ongoing SEO auditing process to ensure we are addressing any SEO flags on a regular basis. In our most recent work, we have been monitoring the position of brand pages to identify opportunities to overtake any competitors or regain any last spots through improved on-page content.
To ensure we are exceeding our client goals, we are continuously developing innovative ways to keep Yogamatters at the forefront of the digital space. Therefore, we have designed and created lifecycle marketing campaigns to increase brand awareness and drive sales. In addition, there has been an implementation of resends into our ongoing strategy. This strategy supports the ongoing activity with design for web and print.
In 2020, it was apparent that their current Magento 1.9 site, though best in class at the time it was built, had become outdated. The amount of technical debt and legacy code meant that changes to the front end were laborious and troublesome – and changes to the back end were difficult to achieve without affecting several other functional areas in tandem.
We decided a Shopify Plus build would provide a solution to their problems, allowing them to customise their ecommerce website quickly and easily, freeing up time to focus on growing the brand. The new website provides them the flexibility of development and deployment, ease of administration and scalable growth needed for the next leap in their business.
In 2020, it became apparent that the Yogamatters website had become outdated. Though best in class at the time it was built, their Magento 1.9 site had a large amount of technical debt and legacy code meant that changes to the front end were laborious and troublesome, and changes to the back end were difficult to achieve without affecting several other functional areas in tandem.
We were also limited in how we could create new and engaging content, due to the blog and other website pages needing a large amount of coding in order to customise layout. We therefore felt that the content our team was working on was not being showcased as well as we’d have liked.
A Shopify Plus build was the obvious solution, allowing the Yogamatters team (as well as our own) to customise their ecommerce easily and quickly, freeing up time to focus on growing the brand. The new website provides them the flexibility of development and deployment, ease of administration and the scalable growth needed for the next leap in their business.
We first embarked on a full technical, front end and user experience audit with Yogamatters to pinpoint their problems, goals and what was currently working for them.
Approaching the design and build from the ground up, we used historical data, rapid design prototyping, workshops and iterative feedback with the client to design a series of key journeys for every area of the site to sell key product ranges and types in markedly different ways. We identified several product page templates to be able to showcase them differently and optimise conversion through copy, imagery, customer reviews and related products.
As a number of URLS were changing due to the platform change, we carried out a robust migration plan to limit negative impact on organic rankings. As well as a thorough redirect import and checks, we contacted several high profile websites to ask them to update their links accordingly to preserve domain authority.
*June 2020 vs June 2021
Yogamatters has worked with Venture Stream for six years and the relationship has evolved and developed during that time. They have led the way in some areas helping us to step up our game. In other areas they have responded to very specific requirements and worked to our plan and timescales. A great team of marketeers, designers and developers who more often than not simply feel like an extension of our in-house team.
Andy Redfern - Head of IT & Operations, Yogamatters