Investigate low conversion rates to the marketplace

[NicoleKessler]

Further details: https://docs.google.com/spreadsheets/d/10Ju_m1DgERpvfYaFrW7bu5XMU402UqVseCr7IRKBtzw/edit#gid=0

Key result: Identify areas of concerns related to low conversions and strategize on how to enhance it (e.g. A/B testing) - create test site

Responsible persons/provider: Eden + All service provider

[NicoleKessler]

We did a session with Abstract, Edunext and Edly where we tried to locate some of the reasons for the low conversion rates of the marketplacee. As basis we used the Google Analytics data:

Conversion rates are generally going down (not seasonally) this can maybe because:

• Time that passes between a requester is asking for contact and the user being forwarded/referred to a service provider

• Maybe the links/CTAs in order to get to the marketplace and to the list of service provider is not easy to find. We analyzed the GA data and saw that the marketplace is left untouched. Users click on other pages but go not deeper into the marketplace

  • We think about facilitating this by:
  • renaming the marketplace into "service provider" or something similar
  • shifting the link to the list of service provider in the menu of "Getting started"
  • OR shifting the link to the list of service provider in the top level navigation

• The conatct form is at the end of the page and should be at the beginning

For better analyzing the user and their movement we would like to suggest implementing the tool "Microsoft Clarity". This tool offers way much more insights on the user and its behavior on the website.

Also it would be useful to know what type of referral we receive, organic, automated, direct, etc.

In a next Meeting together with Eden we want to tackle some of the discussed ideas.

[ehuthmacher]

Edly will integrate A/B testing plugin on openedx.org to investigate the success of ongoing website adjustments (e.g. Marketplace redirection to Open edX providers, bolded "contact" button, etc.)

[ehuthmacher]

Proposals for third party vendors can be posted here

[ehuthmacher]

Clear and concise messaging on the homepage - backlinks to Marketplace, etc.

[DouglasDraper]

Hi Eden, I'm admittedly biased but I've been more than impressed with the work of Cassie and Ali in helping us with our website. I know they've worked with other clients and I think they could help Axim with the required improvements. I think they really take a comprehensive approach, applying their knowledge of user interface and user experience design to discover and resolve underlying performance problems like conversions/click throughs. I think we'll all benefit from Axim's ability to improve the number of form completions and customer conversions. Down the road, I think they can also help with SEO and branding, especially given their Open edX familiarity. Thank you! Douglas P.S. Please let me know if you get this (not sure why I'm having issues with GitHub).

[ehuthmacher]

@DouglasDraper Perfect, thank you. I will submit the referral internally.