Road Scholar saw an increase in mobile traffic, but once visitors arrived on the site, the experience failed to meet their expectations.
"We were thrilled to see an increase in visitors to the website, but by using tools like Usabilla and tracking KPIs such as conversion rate, it was clear the user experience was lacking," said Mark Fagiano, senior e-commerce director at Road Scholar. To combat visitors' frustration and improve the overall mobile experience, the Road Scholar team sought to rework the navigation, make it easier for visitors to find the programs they were looking for, and simplify the checkout flow.
Road Scholar also struggled with how to position the mobile site moving forward—should Road Scholar optimize the website for conversions or information distribution to best meet the needs of prospective participants?
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:
"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.
The re-launched mobile site is already driving impressive results with Road Scholar seeing 8% more orders placed from May to June, compared to the same time last year. The organization has also seen a 4.5% boost in average order value (AOV).
"The Nansen team has been great to work with," said Fagiano. "The entire experience has been collaborative and hyper-focused on helping us meet our goals. Their commitment to delivering a superior, user-centered mobile experience built on open communication makes them and ideal partner."