Recently a client in the event space reached out and wanted to explore improving conversion on their website. They host live events, so visitors arrive on their site to learn more about the event and decide if they want to sign up.
Any time we start a project like this, where there are thousands of visitors on the site, it helps to have an in depth understanding of the following:
- Where are people coming from?
- What are they looking for on the site?
- Where are the biggest points of friction (drop-off)?
There are various methods we can use to answer these questions. One of the first things I try to do is map the numbers.
- How many people are arriving?
- How many people are signing up?
This can provide a baseline for us to start with and see if we can improve the conversion.
During this process, we discovered that a client was losing participation. Lots of participation, because visitors didn’t know how to register.
Here’s how we made that discovery and why the solution is often the easy part.
At the end of last year, I launched a new program to helps clients constantly improve the bottlenecks in their marketing engine until they are able to profitably convert customers.
I’ve put several clients through this process already and there has been critical discoveries in EVERY case so far.
Walk a Mile In Their Shoes
By sitting in the customers’ chair and watching them interact with the site, I saw that they WANTED to register, but were confused about how to do it. This has been happening for a year or more. Watch the video to see exactly how I discovered the problem.
This is what we could see visitors doing:
- Land on the event page.
This is a great sign. Right where we want a visitor to be. - Click a button that looked like a register now button.
This would take them to a list of all events. - Visitor would then navigate back to the same event page.
They would stare at it for a bit. - Visitor would sometimes navigate to “FAQ Registration Section”
This would be their last step. - Leave the Site.
Sale lost.
I saw this pattern repeated over and over by site visitors. There was a clear issue with the user experience. Once you get an insight like this, the next step becomes easier.
Finding a Fix
A fresh set of eye helps make these types of discoveries. Also, keeping an open mind and trying to understand how the customer is interacting with your messaging.
If you’re looking to improve your customer journey or improve conversion in your business, I’d be happy to discuss with you.
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