Why it Worked
Conversion Rate Optimisation (CRO) is the process of increasing the number of website visitors who take a desired action – whether that be filling out a form, downloading an asset, or making a purchase. This is achieved by ensuring that every element of your website is optimised to facilitate your core purpose.
In the case for SMWS, we identified that a significant number of users were abandoning the new membership journey at the ‘Create account’ stage, suggesting they were having difficulties with the form leading to unusually high drop-out rates.
While our fixes seem simple, they show combining analytics and user testing expertise gets results. Our data-driven approach allows us to hone in on the parts of a customer journey that are causing issues and make straightforward recommendations to fix them:
The Prefix field change reduced the number of times visitors needed to refill the field and made it easier for them to do so if they neglected to choose a prefix the first time around. Previously only 5% of users refilled at this stage, increasing to 11% after our recommendations were implemented.
Optimising the Preferred Name field lead to a ~50% decrease in the amount time users spent on this field, falling from 8.2 to 3.5 seconds.
Collectively, these straightforward improvements made the form more intuitive and easier to use for users, decreasing frustration and creating a frictionless journey to sign-up.
Optimising your website to facilitate the user journey is essential to improving your conversion rate. Find out how our CRO team can make it easier for customers to use your site.