UP Case Study: Movements Studios

A multi-channel marketing success seeing year on year improvements on ads and website performance.

Movements operate four beautifully designed, boutique studios across Amsterdam & Haarlem. They offer a range of hot yoga and Pilates classes, retreats, teacher training courses, as well as special one-off classes.

Location

The Netherlands

Sector

Health and Wellness

Services

Website design and development, organic social media content strategy, Paid social media strategy and management, Paid search strategy and management

Building a fitness and wellness community

We’ve worked with the Movements team for some years now, optimising and rebuilding their website and SEO, alongside work on their digital advertising campaigns (SEA and Meta), as well as supporting their organic and video content.

Our support has been as flexible as the Kapotasana pose (IYKYK). Movements’ primary goal was focused on building membership numbers and increasing class attendance. We covered a range of activities to bolster their growth aspirations, from optimising and improving their website and SEO, to more tactical activities like refreshing campaign creatives and bid adjustments for maximised returns.

A welcoming wellness website

Movements connects with its audience mainly through its website. Core features include class schedules, booking options, and detailed studio information. Their customers look to them to find detailed information about their classes, courses, and even what to expect from their first time visiting the studios. Members are able to book classes facilitated by a booking system.

Our job was to build an inviting, attractive website that encourages prospects to explore and understand the beautiful studio spaces, browse the faculty of expert teachers, and learn more about their innovative classes.

We designed a clean website, mirroring the studio and making class imagery the focal point. With members at the heart of their business, a seamless integration to the booking system was crucial. One of the top goals was to make membership signups and class bookings as simple as possible, so as to convert as many website visitors as possible.

Progressive search and social campaigns

Working closely with Movements on their targets for their SEA and Meta campaigns meant that we were getting real time input for the campaigns and could adjust for improved performance on the fly.

One of the significant improvements to the campaigns were updating the creatives to be more reflective of the “product” they were selling. We had input in building a shot list for their in-house photoshoot, where they were able to obtain owned images that reflect their studios and clientele. Our recommendations afforded the campaign fresh and modern creatives - which in turn improved performance.

Channel and medium specific content strategy and ideas

At the start of all our strategic work, we audit our client and several of their chosen competitors. This helps inform you and us on what’s going on in the advertising landscape for your industry, and also helps us identify strengths and potential weaknesses. It’s also a great move to help design and inspire purposeful content to be used on the website and in digital marketing campaigns going forward.

From here we assembled our strategy and content leads to work on our recommendations and ideas for Movements’ organic and video production needs throughout the year. This gave them a solid foundation to plan their organic content creation throughout the year to help grow their audiences and to supplement our paid activities.

A marketing collaboration that drove conversions

The working partnership with Up Digital and Movements showed the benefit of working hand-in-hand with our clients on their overarching marketing efforts that proved to be very successful.

UP There Digital provided Movements Studios with exceptional digital marketing solutions that truly transformed our online presence. Their strategic approach & creative execution helped us reach a wider audience, increase engagement, and grow our brand awareness in Amsterdam & Haarlem. The team was professional, responsive, and easy to work with (plus, it helped they had a genuine interest in health & wellness!), making the entire process seamless & effective. We’re thrilled with the results & highly recommend their services to any organization looking to elevate their digital marketing efforts.

- Claire Ballard, Movements Marketing Consultant

The results are in… and it keeps getting better!

Through this stunning multi-channel marketing project, we’re pleased to see that the KPIs have improved year on year. It’s been a triple-threat success with impressive results on the website, Meta campaigns, and SEA too.

Website relaunch: comparing the new vs old website stats

Movements’ stunning new website has seen consistent upward ticks across sessions, conversions and page views per session. There has also been a satisfying 4.97% decrease in bounce rates, which reflects that not only has the quality of the website visitors improved, but so has the content.

Comparing January 1st - March 31st 2025 to same period previous year

Bounce rate decreased by 4.97% (from 43.93% to 41.74%)
Average session duration increased 11.93% (from 2m58s to 3m19s)
Views per session increased 46.76% (from 2.34 to 3.43)
Conversion rate to purchase increased 19.34% (from 7.52%to 8.97%)

Visit their website.

Advertising success

Echoing the success of the new website launch, we’re pleased to say that our efforts on paid Google Search campaigns and paid social campaigns on Meta are worthy of a standing ovation. Not only have the individual campaigns smashed expectations, but the improvements over the two years of ad management have been divine.

Our performance marketing team have continued to optimise, adjust bids, and tweak the content and creatives to achieve some brilliant results. We’ve seen significant improvements in click-through rates (+46.5%), cost per click (CPC - decreased by 37.9%!), and conversions (+9.86%) on Meta campaigns since our collaboration launched in 2023, to most recent campaigns in 2025.

Paid Social Performance/Results:

Ad click-through rate increased by 46.5% (2025 vs 2023)
Ad CPC’s decreased by 37.9% (2025 vs 2023)
Conversion rate from click to purchase increased 9.86% (2025 vs 2023)

Similarly consistent improvements have been recorded on Google Search advertising too, with click-through rate increasing by 23.1% and ad conversions up by 17.8%.

Paid Search Performance/Results:

Search ad click-through rate increased by 23.1% (2024 vs 2023)
Search ad conversion rate increased by 17.8% (2024 vs 2023)

Would you like to see enviable improvements to your social media campaigns and search engine advertising? Or perhaps you’d like to have your website revamped and optimized to accelerate your conversion rates.

Have a chat with us and find out how we could help deliver you improved metrics on your ads, deliver better quality leads, and make you famous on Google. Get in touch with us below.

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Orchestrating a harmonious new website to support a multi-channel digital marketing strategy