# Sacred Metrics

Closing the conversion gap for a 20-year wellness brand

A 20-year-old wellness brand in Ubud, Bali with strong organic traffic, genuine guest loyalty, and a domain rating of 62 backed by 13.5K backlinks. The brief: modernise the digital experience, close the gap between offline reputation and online conversion, and assess AI search readiness.

- **Role:** UX, CRO & SEO Consultant
- **Timeline:** 3 weeks
- **Focus:** Conversion, SEO & AI Visibility
- **Tools:** GA4, Ahrefs, Crazy Egg, Lighthouse, ChatGPT (AI visibility testing), Figma

## The opportunity

Guest sentiment was overwhelmingly positive, "lush green oasis," "feels less like a studio and more like a community," but the website led with schedules and logistics rather than the atmosphere that actually drives bookings. The brand had significant digital equity that wasn't being fully leveraged: strong organic positions, loyal repeat visitors, and a product guests already loved. The question was how to make the website work as hard as the experience itself.

## The approach

Six detailed UX/CRO flow walkthroughs (Homepage, Schedule, Workshops/Ecstatic Dance, Retreats, Accommodation, Wellness) with heuristic scoring and annotated wireframes. Crazy Egg session recordings and heatmaps to validate UX/CRO findings with observed user behaviour. Full technical audit covering Core Web Vitals, platform security, and migration risk analysis for a schedule page carrying a significant share of all organic sessions. SEO health assessment and Google Business Profile competitive benchmarking. AI search visibility testing across five ChatGPT queries, confirming top-3 positioning. AISO/GEO foundational layer assessment. End-to-end measurement architecture review across both booking systems and GA4.

## What shipped

An 81-page audit document with approximately 90 PIE-scored findings, a phased action roadmap across four phases and seven workstreams, and annotated Figma wireframes for all six flows. The roadmap sequenced work across technical foundations, measurement, CTA alignment, redirect mapping, and design refresh, each phase unlocking the next. Visual direction recommendations preserved Balinese cultural identity while moving toward a lighter, nature-grounded wellness aesthetic.

## The impact

The audit gave the team an evidence-based foundation for prioritising work across UX, CRO, SEO, design, and technical infrastructure simultaneously, replacing ad hoc fixes with a sequenced strategy tied to measurable outcomes. Because the roadmap was phased and each recommendation came with concrete implementation steps, the team could act on findings immediately rather than scoping the work first.