Conversion Optimization
Streamlining the user journey, boosting conversions, and aligning marketing efforts for a leading national education organization.
Project Overview
The Conversion Project was designed to help Let’s Talk Science increase program registrations, improve the educator user journey, and make data-driven improvements across their digital ecosystem. Over several months, we analyzed website usage, surveyed and interviewed educators, audited marketing activities, and reviewed analytics to uncover barriers to engagement.
The result was a detailed set of recommendations: UX, marketing, analytics, and technical infrastructure.
Project Goals
Improve Customer Experience
- Increase Conversions: Improve registration and sign-up processes to convert a higher percentage of educators landing on critical pages.
- Enhance the User Journey: Create a smoother, more intuitive path from discovery to registration.
- Data-Driven Improvements: Use analytics, tracking tools, and A/B testing to continuously optimize.
- Boost Engagement: Strengthen calls-to-action, refine content, and ensure consistent language and design.
Our Approach
- User Journey Audit: Mapped current educator interactions with the website, identifying touchpoints and friction points.
- Insight Gathering: Designed and conducted surveys and interviews with target users and stakeholders.
- Marketing Activities Audit: Evaluated social media, email campaigns, analytics, and advertising for effectiveness and alignment with the user journey.
- Competitive Analysis: Reviewed peer organizations and their approaches to programming and events.
- User Tracking Implementation: Integrated tools like Hotjar, Google Analytics, and Bit.ly for deeper behavioral insights.
- SEO Procedures Audit: Assessed current SEO practices and provided optimization training.
- Recommendation & Roadmap: Delivered a prioritized action plan for improving both the online experience and marketing performance.
Leave no Stone Unturned
Key Deliverables
Registration Process Improvements
- Streamline forms with role-based routing and progress indicators.
- Enable multi-event registration.
- Improve organization/school search and class/grade components.
- Add context to sensitive questions to increase completion rates.
Educator Profile & Account Enhancements
- Centralized educator profiles with personalized recommendations.
- Auto-populate registration forms from saved profile data.
- “For You” page for tailored programs and content.
- Recorded content library for easy access to past webinars and events.
Event & Program Listing Optimization
- Improve event detail templates with key decision factors like prep time, cost, and curriculum alignment.
- Add advanced filtering to listings.
- Centralize event management to improve accuracy and reduce staff time.
Educator Resource Page Enhancements
- Add related programs/events to high-traffic resource pages.
- Include preparation/activity time as a searchable component.
- Implement featured snippets to improve search visibility and voice search results.
Analytics & User Tracking Upgrades
- Correct GA4 cross-domain tracking setup.
- Implement GA4/Clarity funnels for key journeys.
- Add specific event tracking for important user actions.
General Marketing & Outreach Improvements
- Governance strategy for ongoing site management.
- Repurpose long-form recordings into short social media videos.
- Incentivize program sharing among educators.
- Automate post-program surveys and targeted follow-ups. General Recommendations
Project Impact
The Conversion Project delivered a prioritized, board-ready roadmap to address barriers in the educator journey.
- Reduce friction in the registration process.
- Increase repeat engagement across multiple programs.
- Leverage high-traffic pages to generate more sign-ups.
- Gain deep insights into user behavior for continual optimization.
Improved Customer Experience
Free Consultation
We’d love to hear about your project ideas. Don’t hesitate to contact us today. We offer a free consultation and a free quote for our services.