By Guest Blogger:
Ned Wells, CEO
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.
Here are 7 tried and tested steps to get your mobile site buzzing:
- Analytical benchmarking
Start by using Google Analytics and Google Tag Manager to analyse how your website is performing. To get the complete picture, you will need to set up full goal and event tracking on your website. Some of the findings may be surprising, for example when tracking new members you may find that that out of every 1,000 people beginning the process, less than 1% completes the membership application form!
- Review of the current user journeys
Numbers can only tell you so much. 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 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
- Independent user testing
In order to remain unbiased and objective, you should recruit a completely independent panel of user testers. Each user can undertake multiple journeys, record themselves doing it, and then answer a set of questions based on their experience.
To verify your findings, there is a number of powerful tools such as HotJar, that reveals the online behaviour of your users, allowing you to set up heatmaps, review screen recordings, and conduct funnel analysis.
- Expert usability input
Once you fully understand how the current paths work, it is a good idea to take a step back and consider if there might be better ways to achieve the overall goal.
For example, you may notice that the ‘hero’ image on the home page takes up most of the screen on a mobile device.
- Summarise changes
Make a list of all changes and categorise them by “Priority”, ‘Likely impact’ and ‘Ease of Implementation.’
All recommended changes can be implemented either in house, if you have the expertise, or alternatively in collaboration with your web development agency.
- Sanity check!
The final is stage is to monitor your website closely for at least 4 weeks to make sure that all changes are having the desired impact on your website traffic and user experience.
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!
Good luck and please feel free to contact us if you’d like any further information on this. Zanzi Digital helps membership organisations use their websites to get more members and do more for them.
T: 01865 595260