Human Race
Maximising conversion for a well-established events brand
INDUSTRY: E-COMMERCE - SPORTS - EVENTS
The challenge
Users were confused by content overload and complex journeys. Human Race customers on average only booked 1 out of their 4 annual races through the Human Race site. Conversion was an ongoing issue. Conversion rates needed to improve, whilst optimising opportunities to cross-sell multiple events and ancillary products. User needs and business requirements needed to be carefully balanced alongside partner/sponsor expectations.
The tools
Review previous research
Personas
Stakeholder workshops
Surveys
Google analytics
User journeys
Support UX/UI design and implementation
Usability testing
The research journey
Human race provided a breakdown of user types as a baseline overview of their audiences, which I expanded and categorised into three main priority personas: ‘lycra lover’, ‘weekend warrior’ and ‘fits and starts’.
I used analytics to identify key pain points on the booking journey to identify quick wins to increase conversion. I also ran workshops and surveys with various stakeholders to ensure that the new journeys and templates balanced the needs of users and partners. It was a crucial element of the project to ensure that whilst we made changes based on user need, we continued to support partner/sponsor buy-in.
The key user journeys were simplified and implemented directing users to that golden “book now” button, whilst making it easier to find suitable events and all the surrounding support they need to prepare.
The outcomes
Within the first month of launch, Human Race achieved a 26% increase in traffic through to the events pages.
It was important to validate and iterate through moderated usability tests and follow up interviews. Additional simple yet powerful tweaks were implemented to further improve usability, and therefore conversion.
I'd love to hear from you
If you like what you see and want to work together, get in touch!
