May 2026
Reporting period: 1 01 May 2026 to 31 May 2026 | Comparison: April 2026
Monthly Analytics Report
| Organic Search | 4,249 4,369 |
| Direct | 2,269 2,361 |
722 605 | |
| Organic Video | 515 642 |
| Unassigned | 442 160 |
| Organic Social | 379 510 |
| Referral | 297 243 |
| Paid Social | 48 49 |
150 trial starts in May versus 27 in April represents a dramatic 456% increase whilst traffic remained flat at 8,922 sessions. This efficiency transformation from 0.3% to 1.7% site-wide conversion suggests meaningful improvements to landing pages, trial offer positioning, or visitor intent quality. Documenting what changed between April and May is critical to sustaining and building on these gains. The jump likely stems from specific campaigns, messaging tests, or seasonal factors that should be identified and replicated.
4,249 Organic Search sessions represent 47.6% of all site traffic, demonstrating SEO's foundational role in discovery. With 53 trial conversions, search delivers both volume and outcomes, though its 1.2% conversion rate sits below Direct (2.1%) and dramatically trails Organic Video (4.7%). This suggests opportunity to improve search traffic quality through better keyword targeting toward bottom-funnel intent, stronger calls-to-action on ranking pages, and landing page optimisation to match the conversion efficiency of higher-performing channels.
2,269 Direct sessions yielding 48 trials demonstrates exceptional conversion efficiency second only to video. This 2.1% rate indicates strong brand recall and purchase intent among visitors arriving directly. The performance suggests offline promotion, word-of-mouth referrals, podcast mentions, or returning visitor familiarity are driving qualified traffic. Investigating what's building this brand equity through surveys, attribution interviews, or customer journey research could reveal scalable tactics to amplify these indirect brand-building activities beyond their current organic occurrence.
515 Organic Video sessions generated 24 trials at a 4.7% conversion rate, the highest efficiency of any channel by substantial margin. YouTube content clearly attracts high-intent learners who understand the coaching value before visiting. This exceptional performance justifies prioritising video production, optimising titles and thumbnails for discovery, building subscriber base, and potentially creating dedicated landing pages for video traffic. Even modest increases in video session volume would yield disproportionate trial growth given proven conversion strength far exceeding search and social channels.
With just 515 video sessions generating 24 trials, there's clear headroom to increase YouTube production frequency, improve SEO for video discovery, enhance thumbnails and titles, and build channel subscriber base. Doubling video traffic to 1,000 monthly sessions could generate 47 additional trials based on current conversion rates. This represents a 31% increase in total trial volume from a single channel initiative. The math strongly favours reallocating content resources toward video creation given its conversion efficiency outpaces all alternatives by 2-4x margins.
Email marketing generated substantial traffic but only 7 trials from 722 sessions, the lowest conversion rate among major channels. Either list quality, messaging relevance, or recipient intent needs fundamental improvement. The concentration of all conversions in a single campaign (120243004738570460) suggests limited campaign volume or one exceptional message. Testing increased email frequency, trial-focused campaigns, improved segmentation, and personalisation based on subscriber behaviour could unlock this channel's latent potential. Current performance leaves significant value on the table given existing list reach.
48 Paid Social sessions and 1 Paid Search session combined for negligible contribution. This minimal presence suggests either no meaningful budget allocation or poorly performing campaigns. Given organic channels' proven conversion rates, strategic paid amplification of top-performing content could accelerate growth substantially. Paid promotion of high-converting YouTube videos, retargeting site visitors who didn't trial, or amplifying proven email campaign creative could efficiently scale acquisition. The key is amplifying what's already working rather than testing unproven approaches.
379 Organic Social sessions generated just 1 trial start, a 0.26% conversion rate dramatically underperforming all other channels. This suggests social content either lacks trial-focused calls-to-action or audiences aren't purchase-ready when visiting from social platforms. Rather than viewing this as channel failure, repositioning social toward awareness and engagement whilst optimising for retargeting could better align with user intent. Social's role might be discovery and nurturing rather than direct conversion, requiring multi-touch attribution to fairly assess its contribution.
Overall sessions declined just 0.2% from 8,940 to 8,922, yet trials increased 456%. This reveals the growth driver was conversion rate improvement rather than traffic volume expansion. Understanding what drove this efficiency jump is more valuable than traffic growth tactics. The pattern suggests recent optimisations to site experience, offer positioning, or landing page messaging dramatically improved qualification and conversion. Identifying and documenting these changes ensures they're preserved and built upon rather than accidentally reversed in future iterations.
Just 7 referral trials from 297 sessions represents modest volume despite this channel's £107 lifetime value premium. Building systematic affiliate partnerships, creating referral incentives for existing members, and developing co-marketing relationships with complementary padel businesses could scale this high-quality channel. The superior LTV indicates referred customers arrive pre-sold and committed, making acquisition costs easier to justify. A structured referral programme targeting padel clubs, equipment retailers, and complementary coaches could efficiently grow this proven channel.
Monthly recurring revenue of £19,798 across 1,041 subscribers represents healthy scale approaching key psychological milestones. The £979 net new MRR growth (5.2% monthly rate) compounds to approximately 84% annual growth if sustained. This trajectory positions The Padel School to cross £25,000 MRR within three months if current performance continues. The growth rate significantly exceeds typical SaaS benchmarks for companies at this scale, though retention improvements could accelerate progress further by reducing the churn drag on growth velocity.
The 1.26:1 ratio of new to churned revenue generated £979 net growth, a healthy but improvable margin. Industry-leading subscription businesses typically achieve 2:1 or better ratios through strong retention. Whilst the positive spread enables growth, the £2,634 monthly churn represents significant lost opportunity. Recovering even 25% of this churn through improved onboarding, engagement monitoring, or proactive intervention would add £659 to monthly growth, a 67% improvement to net new MRR. The math strongly favours retention investment given high churn's compounding negative impact.
Losing £2,634 from a £19,798 base equates to approximately 13.3% monthly churn. If sustained, this represents 159% annual churn rate, meaning the entire subscriber base would theoretically turn over in under eight months. Whilst new acquisition currently outpaces losses, this churn rate severely limits growth potential and indicates fundamental retention issues. Industry benchmarks for subscription coaching services typically target under 10% monthly churn. Implementing structured onboarding, engagement tracking, and intervention workflows could recover substantial revenue currently leaking from the base.
1,041 active subscribers positions The Padel School tantalizingly close to four-figure psychological thresholds that build team confidence and investor credibility. With 150 trials started in May, converting even 40% over their seven-day window would add 60 paid subscribers, pushing the June opening base past 1,100 comfortably. Focusing trial onboarding on early engagement and value demonstration during the free period could maximise conversion rates. Crossing these milestones also enables new marketing narratives around scale and community size.
Dividing £19,798 MRR by 1,041 subscribers yields £19.02 average monthly revenue. This metric provides baseline for assessing pricing strategy and expansion revenue opportunities. Most subscription businesses grow through a combination of subscriber growth and revenue per account expansion via upsells, higher-tier plans, or add-on services. Developing premium coaching tiers, private sessions, or advanced content libraries could increase ARPA without requiring proportional acquisition investment, improving unit economics and accelerating growth from the existing base.
£979 net new MRR on a £19,798 base represents 5.2% monthly growth. Sustained over twelve months, this rate compounds to 84% annual growth, transforming current MRR to £36,400 by May 2027. This trajectory significantly exceeds typical SaaS growth benchmarks for bootstrapped businesses at this scale. The key risk is whether May's exceptional trial performance can be sustained or whether it represents an anomaly. Building consistent monthly trial generation between 100-150 whilst improving churn to under 10% would make this growth rate achievable.
150 trial starts in May presents immediate opportunity to optimise seven-day trial experience for maximum paid conversion. With 5.6x more trials than April, even small improvements to trial onboarding, email sequences, or engagement during the free period will impact dozens of potential subscribers. Testing welcome video personalisation, milestone-based engagement emails, and proactive coaching outreach during trials could materially improve conversion rates. The volume provides statistical significance for rapid testing unavailable during lower-trial months like April.
£2,634 monthly churn means £31,608 in annual recurring revenue is being lost. Reducing this by just 20% through retention initiatives would recover £6,322 annually (£527 monthly), improving net new MRR by 54% without acquiring a single new customer. This math demonstrates retention's compounding impact. Cohort analysis identifying when and why members cancel, coupled with proactive intervention for at-risk subscribers, could unlock growth acceleration far exceeding acquisition improvements. Current churn rate severely limits how fast new business can grow the base.
434 trials over six months versus 385 in the prior period demonstrates 13% growth in the longer view despite the three-month period declining 31%. This context reveals May's success represents meaningful improvement rather than random variance. The six-month lens suggests systematic enhancements to positioning, content, or discovery are gaining traction. Maintaining May's momentum whilst addressing the weak April and March performance will be critical for sustaining this positive trajectory through traditionally slower summer months ahead.
£3,320 in new business MRR from May's trials represents strong absolute performance. If 150 trial starts convert at 40% to paid (60 subscribers) and average £19 monthly value, that's £1,140 in MRR from May trials alone, with additional revenue coming from prior month trial conversions. Sustaining 100-150 monthly trials with improved conversion rates could push new business toward £4,000 monthly, meaningfully accelerating net growth even if churn remains constant. The key is maintaining May's trial momentum as a new baseline rather than peak.
Referral subscribers demonstrate £107 six-month LTV, outperforming all other channels and indicating partner-sourced members stay longer and engage more deeply. This superior retention justifies higher acquisition costs through affiliate commissions or partnership incentives. The current 7 referral trials suggest massive untapped opportunity. Building systematic affiliate relationships with padel clubs, equipment retailers, and complementary coaches could efficiently scale this high-quality channel. Referred customers arrive pre-sold through trusted recommendations, reducing onboarding friction and increasing commitment versus cold traffic discovery.
Whilst Organic Search delivers highest trial volume (53), Referral's £107 LTV versus lower-performing channels reveals that not all trials equal value. A channel generating 20 high-LTV trials may ultimately deliver more revenue than 50 low-retention trials. This insight should inform budget allocation and channel prioritisation beyond simple volume metrics. Calculating revenue per trial and lifetime value by source would create quality-adjusted channel rankings, potentially revealing that scaling medium-volume, high-retention channels like Referral generates better economics than maximising search volume.
Unassigned sources achieving 100% six-month conversion clearly indicates attribution gaps rather than genuine performance. This tracking blind spot obscures true channel contribution and risks misallocating resources based on incomplete data. Implementing comprehensive UTM parameters across all campaigns, resolving tracking breaks, and auditing analytics configuration is critical. The 442 Unassigned sessions and 10 trials likely belong to legitimate channels deserving credit. Without proper attribution, high-performing sources might be underinvested whilst receiving improper credit distorts strategy.
This single campaign delivered all 7 email-sourced paid subscriptions, indicating exceptionally resonant messaging or audience targeting. Analysing its subject line, content structure, call-to-action, and recipient segment could inform broader email strategy. Testing variations that maintain successful elements whilst exploring new angles could scale email's contribution beyond current modest levels. The concentration also reveals limited campaign diversity. Expanding to 4-6 monthly campaigns with different purposes (nurture, trial promotion, content sharing) would reduce dependency on single messages and test multiple conversion approaches.
48 trials from 2,269 Direct sessions demonstrates superior qualification versus most channels. Direct visitors arrive with clear intent, either through brand recall, saved bookmarks, or untagged referrals from trusted sources. This suggests offline brand-building activities, word-of-mouth strength, or dark social recommendations are driving qualified traffic. Investigating what builds this brand equity through customer surveys asking how they discovered The Padel School could reveal scalable tactics. Understanding whether podcasts, YouTube comments, WhatsApp shares, or other untracked sources drive Direct traffic informs where to amplify presence.
Last-touch only crediting overstates Direct and undervalues awareness channels. A typical journey might include YouTube discovery, Organic Search research, email nurturing, then Direct conversion. Current attribution gives all credit to Direct whilst YouTube and Email receive nothing despite enabling the conversion. Implementing multi-touch attribution would fairly distribute credit across the customer journey, informing budget allocation between awareness and conversion channels. This visibility is critical for understanding whether to invest in discovery (YouTube, Social) or conversion optimisation (landing pages, trial offers).
48 Paid Social sessions and 1 Paid Search session represent negligible presence with zero reported conversions. This indicates either no meaningful budget allocation or poorly performing campaigns failing to generate returns. Whilst organic channels currently satisfy demand efficiently, strategic paid amplification of proven content could accelerate growth beyond organic ceiling. The risk is launching paid without clear creative and targeting strategy. Better approach: promote high-converting YouTube videos, retarget engaged visitors, or amplify successful email campaign creative rather than testing unproven approaches.
24 trials from 515 video sessions dramatically outperforms text-based channels, revealing video's unique ability to build trust and demonstrate coaching value. Prospects can assess teaching style, content quality, and approach before trialling, reducing purchase hesitation. This format advantage suggests integrating video across other channels could lift conversion rates. Testing video landing pages for Organic Search traffic, embedding coaching demonstrations in email campaigns, and creating video-first social content could transfer some of YouTube's conversion efficiency to other traffic sources currently underperforming.
Organic Search (53), Direct (48), and Organic Video (24) combined for 125 of 150 trials. This concentration provides strategic clarity on where to focus optimisation resources and investment. Rather than spreading efforts across all channels, doubling down on these three proven sources through increased content production, landing page testing, and conversion optimisation would efficiently scale trial volume. The remaining channels contribute just 25 trials, suggesting they serve supporting roles as awareness and nurturing touchpoints rather than primary conversion drivers.
Breaking channels into detailed source/medium combinations (google/organic vs bing/organic within Organic Search; specific referral domains; email campaign IDs) would identify highest-performing sub-segments. Perhaps certain referral partners convert exceptionally whilst others underdeliver, or specific YouTube video topics drive superior trials versus others. This granular visibility enables pruning low performers and scaling top segments within each channel. Current channel-level reporting masks significant internal variance that more detailed attribution would expose for optimisation.