Road Scholar Enhances Mobile User Experience to Boost Orders 8% YoY

Road Scholar partnered with Nansen to refresh the mobile site with a new and improved user experience that would educate visitors and drive more conversions. The collaboration involved a comprehensive approach, including:

• An in-depth analysis: Nansen examined the existing site, employing analytics tools and user interviews to identify areas for improvement. The analysis revealed bugs, UI issues, and opportunities to enhance the site design.
• Page optimization: Nansen recommended focusing on the site's ability to gather visitor information Road Scholar could use to download PDFs or engage with advisors, enriching the decision-making process with relevant content, improving visitor engagement, and encouraging conversions.
• A simplified checkout process: Nansen created a plan to streamline the checkout process, minimizing clicks and pages to ensure a more intuitive user flow. They advised Road Scholar to reduce the complex four to five step checkout process to two steps, combining the login and checkout screens into a single modal.
• Re-designed program pages: Nansen recommended critical updates to program pages to make important information more relevant and obvious. Image orientation, colors, fonts, and design were modified to better convey program details and improve visitor understanding.

"Our purchase cycle is very long—anywhere from six weeks to 18 months. And 50% of enrollments come through our website," said Mark Fagiano. "The more content and information we can provide to help motivate our visitors to enroll online, the more successful we'll be. The enhanced design files and updated user flows will help us meet these objectives and drive more conversions via our mobile site experience.