Conversion Rate Optimization
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About this service
Summary
Conduct an in-depth analysis of Drawing America’s website experience, business offerings, class structures, and overall branding to identify areas for improvement. The assessment will also include an evaluation of the current product positioning to determine if adjustments or rebranding are needed to better align with the needs and expectations of the target audience. The goal is to reduce friction points, optimize the user experience, and improve registration and engagement rates.
Process
Business/Product Structure Review:
Evaluate the current offerings (classes, workshops, events) and analyze if the existing structure and format are serving the intended audience effectively.
Determine if there are opportunities to expand, adjust, or repackage offerings to appeal to a broader audience or niche segments.
Assess the overall branding and messaging to see if a shift or re-branding might better communicate the value proposition to potential students and differentiate Drawing America from competitors.
User Experience (UX) Heuristic Review:
Assess the structure and layout of key site elements, including class listings, event pages, and navigation.
Identify usability issues that may impact ease of registration or discovery of new courses.
Suggest improvements that better highlight Drawing America’s unique offerings, such as different mediums (charcoal, watercolor, etc.) and course levels (beginner to advanced).
Behavioral Analytics Review:
Heatmap Analysis: Understand user interactions, clicks, and scroll depth on high-traffic pages (e.g., class catalogs, event descriptions).
Session Recordings: Review user sessions to pinpoint where users may encounter confusion, get stuck, or abandon the registration process.
Quantitative Analysis:
Analyze traffic sources, bounce rates, and conversion paths using Google Analytics.
Identify high-exit pages to prioritize areas for improvement based on traffic volume and conversion potential.
Assess which class categories and mediums (e.g., digital art vs. traditional) generate the most interest and refine based on findings.
Usability Testing:
Create user scenarios for different personas (e.g., beginner artists, professionals looking to refine skills) to evaluate ease of navigation and booking.
Analyze findings to pinpoint areas needing improvement and optimize the experience for various types of classes and events.
Stakeholder Interviews:
Interview instructors and select students to gather insights on perceived barriers and opportunities.
Use feedback to refine the registration experience and ensure the site effectively communicates the unique benefits of different drawing techniques and mediums.
Reporting:
Develop a comprehensive slide deck with detailed findings, key observations, and actionable recommendations.
Include a review of the overall business positioning and recommendations for any potential structural or branding changes, if warranted.
Prioritize optimizations based on potential lift and ease of implementation, specifically focusing on increasing class and event registrations.
What's included
CRO Report
A comprehensive report detailing identified issues, potential solutions, and an implementation roadmap for quick wins and long-term optimization strategies to increase registrations and engagement for Drawing America’s in-person and online classes. This will include recommendations for adjustments to business structure or rebranding, if necessary.
Skills and tools
Marketing Strategist
Business Strategist
Product Strategist
Google Analytics
Hotjar
Miro
Industries
Marketing
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