A new member sign-up journey to drive conversion
Bannatyne wanted a new online member sign-up process to bring them in line with competitors and better guide users through the available member options.
We conducted a deep-dive review of Bannatyne’s website analytics to understand user behaviour and identify where abandonment was occurring during the sign up process.
This was supported by a one-to-one user testing study to observe prospective members completing member sign up and spot points of friction, some of which correlated with what the site analytics was telling us.
Direct and indirect competitor benchmarking helped us understand customer expectations for online membership sign up and identify areas to differentiate Bannatyne.
We tested a new, mobile and desktop prototype of the member sign up screens with Bannatyne and non-Bannatyne customers to validate the Information Architecture before handing over final design templates to Bannatyne’s development agency for build.
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