Recent data from a ‘Think with Google’ study (download the PDF here) reveals that 4 in 10 people access the internet on a smart phone only. On top of that, they stay on their device for a considerable length of time — up to 3 hours a day. By comparison, people spend an average of only 2 hours a day on desktop computers.

The implications for membership marketing teams are clear: if you can’t reach potential and current members through mobile search, or you are not providing a satisfactory mobile experience, you are missing out on a big opportunity.

Zanzi recently worked with the Royal Academy of Dance (RAD) to optimise their user journey for new membership enquiries coming to their website via mobile devices.

Following our work, the number of mobile visitors who applied to become RAD members jumped from 8 in every 1,000 to 72 in every 1,000 – a 700% increase!

 Here’s what we did, you can do it too!

  1.  Analytical benchmarking

Using Google Analytics and Google Tag Manager, we analysed what was happening during the ‘join’ process. This required setting up full goal and event tracking on the RAD website. Our findings showed that out of every 1,000 people beginning the process, 8 completed the membership application form.

  1. Review of the current user journeys to understand things

Numbers can only tell you so much. We also carried out an expert review of the user journey to find the main issues. When you’re so close to your own website, it can be helpful to get an external party to point out things that may not be obvious to you. Common issues that we see include:

  • not providing contact details throughout the journey, and
  • not indicating at the start of the join process what the payment options would be at the end.
  1. Independent user testing

We recruited a completely independent panel of user testers. Each user undertook multiple journeys, recorded themselves doing it, and then answered a set of questions based on their experience

To verify our findings, we set up HotJar, a powerful tool that reveals the online behaviour of your users, allowing you to set up heatmaps, review screen recordings, and conduct funnel analysis.

  1. Expert usability input

Having fully understood how the current paths work, we then took a step back and considered if there might be better ways for the RAD to achieve the overall goal.

For example, on the join page the ‘hero’ image takes up most of the screen on a mobile device. The image and wording were dedicated to renewing membership, not joining. So one of our recommendations was to replace it with messaging on the benefits of joining.

  1. Recommendations

We made 12 recommendations, prioritised by ‘Likely impact’ and ‘Ease of Implementation.’

  1. Implementation

We collaborated with RAD’s web development agency to implement our recommendations.

  1. Sanity check!

We analysed the results to demonstrate the impact of the changes.
In fact, the increase was so impressive, we continued monitoring for an extra month to ensure it wasn’t a fluke!

Good luck and please feel free to contact us if you’d like any further information on this.