Industry: Association Management
Area of Focus: Digital Assessment
Target: B2B
Method: Qual in-depths with stimulus sharing via the web

Background: Member association client wished to improve the content, features, and navigation of its website. A better site experience would lead to increased revenue as more engaged users pay for web-based content, utilize web-based seminars, and attend the association’s annual conventions and conferences.

Business Questions: How could the association’s website be improved to increase member usage? What content areas, functionalities, and navigation elements should be changed to ensure members are getting the most out of each website visit?

Approach: Interactive qualitative interviews (telephone interview with real-time web browser sharing) with association members.

Outcome: Strategic and tactical to-do lists for the association’s website team were developed, including tasks such as refocusing content areas to provide articles, changing the point sizes and colors of text on the site, revising the language used in navigation bars and menus, and simplifying the log-in process required to access customized content.