As an association that thrives on its website collecting leads from visitors requesting more information about joining, IFMA’s website simply wasn’t. The website had many user experience and conversion barriers, including aesthetics, content organization, and the overall functionality of the website.
At a strategic level, IFMA needed a website that not only conveyed their brand essence consistently throughout, but solidified their values on being a servant leader, interdependence, and empowerment. But most importantly, they wanted to drive more conversions and leads through their site, promoting all revenue stream to its current members and prospects, including memberships, event programs, and research assets. IFMA came to Marcel with one focus: to develop a website that removed barriers, increase overall engagement, and drive membership.
Marcel quickly got to work with the IFMA team, conducting interviews with key stakeholders to discuss what areas of the website we’d focus on tackling first with a new website. We decided that focusing on usability would be our top priority to increase membership overall. The questions we needed answered:
- What were the biggest pain points members and prospects were facing?
- What areas of the design and website could we simplify?
- How could prioritize content and calls to action to drive more conversions?
We began by putting Hotjar on the IFMA website to get heat and scroll mapping data that would show where users were having the biggest issues in navigating the website while trying to find the information they needed to convert and request more membership information. We also focused on user videos that went beyond the data and show us exactly how users were navigating the IFMA website. We also took advantage of user surveys to directly ask users about their experience on the IFMA website, focusing on what they did and did not like about the website.
Armed with this information, we went to the drawing board and began roadmapping a strategy to create a website for IFMA that would drive more brand awareness, boost overall engagement, and increase conversions and membership. This strategy included developing wireframes that would inform a stripped down design, focusing on prioritizing important sections and content on the IFMA website, while giving prominence to important calls to action.
Our focus was to reorganize content and simplify the site to allow users to navigate and find information easily. Marcel was able to dissect the data from our analysis of their old site and segment core revenue streams for IFMA into easy to use sections of the site. We started by creating a condensed information architecture that users could easily navigate to find important information they needed to convert.