The Kripalu Center for Yoga & Health is a nonprofit educational organization based in the Berkshires that offers yoga, health and wellness programs to its customers as well as rich online resources and content. Kripalu came to Genuine to help reimagine, revamp and rebuild their online experience.
Kripalu’s previous website was clunky, difficult to navigate, and burdensome to manage. Additionally, it had a complicated registration experience, and did not accurately communicate the unique Kripalu experience or robust resources available to its customers and followers. We found that potential customers had many misconceptions around the accommodation options, facilities, and required skill levels for potential visitors. Lastly, there was an untapped opportunity to better engage audiences both before and after they visit the campus.
Only ~20% of Kripalu guests were booking their stay via the website. The remaining 80% were calling and booking via phone – many of whom had started the registration process on the site and dropped off due to the frustrating user experience. Increasing online registration was a big opportunity and primary goal for the redesign.
About the project
After our initial discovery, we landed at a vision for the site to communicate “Collective Inspiration, Personal Exploration.” We sought out to improve the site experience by:
- Mapping program offerings and content to user interests with a robust taxonomy
- Better illustrating the emotional aspects of the Kripalu Experience with a bespoke “experiential” page
- Leveraging the rich content on the blog to strengthen program pages and communicate Kripalu’s values
We built an immersive, responsive brand hub with an authentic and welcoming tone. The new site allows users to more easily learn about the many ways they can experience the Kripalu yoga-based lifestyle and find the experience that’s right for them, as well as connect users with Kripalu through visitor stories, testimonials, and interactions to showcase the emotional connections and transformation that takes place at the center.
Specifically, our analytics show:
- Domain authority increased from 66 to 70
- 36% avg. increase in unique visitors
- 14% avg. increase in organic search traffic
Why Drupal was chosen
The Kripalu site benefits from Acquia’s reliable server architecture and intuitive dev workflow, which enabled a handful of developers to collaborate on the build simultaneously. The site is extremely performant.
Technical Specifications
Drupal version:
Key modules/theme/distribution used:
- Solr Search was enabled to support a complicated facet system that could only be done well with Solr.
- Memcache was used to enhance performance.
- The Paragraphs Module allowed for cleaner data structures, ultimately allowing for more power to the content admins with unique content entry needs.
- The content migration process required continuous migration from Kripalu’s ERP system to populate presenter and program data, and so the Migrate Module was the perfect building block to create the system and program schedule for the end-user. The module was also used to migrate blog page content from the older system, reducing the burden on the client team.
