About Consumer NZ
Consumer NZ based in Wellington is an independent, non-profit organisation established in 1959 dedicated to getting New Zealanders a fairer deal. They test and recommend products and services, investigate consumer issues and do mystery shopping to keep businesses honest. Consumer also offers its members expert advice about their rights and how to exercise them. The organisation also runs campaigns to get laws and regulations changed to benefit consumers. Consumer NZ’s audience is New Zealanders who want to make informed choices with confidence and who support Consumer’s role.
Development of a new website and Digital Strategy saw Consumer’s online conversion rates and site revenue fall short of target. The Consumer website provides members with full access to Consumer’s test results, research, and latest news and also functions as their key portal for generating new members, so improving the user experience was crucial to turn this situation around. The key goal of our project was to analyse the new website and its strategy and look at opportunities to increase usability and appeal of their membership offering (value proposition), leading to more member sign ups (sales) and a higher number of members renewing their membership. Another goal was to generate more annual membership signs ups, rather than the short term, monthly ones.
“We knew we wanted an agency that specialised in Conversion Rate Optimisation.”
Our initial website assessment using our unique Catchi Method yielded a number of key recommendations on how to improve conversion rates and the overall user experience. Based on this assessment we created a clear testing plan, outlining which tests we suggested running on which pages and sections of the website. The goal was to remove barriers and friction in terms of content access, increase clarity and appeal of the membership offering and to make the sign up process clearer, easier and more appealing. One of the key recommendations has been to simplify membership choice by offering less membership level options.
Thanks to the ongoing optimisation work done for Consumer, their overall revenue has increased substantially since the start of the project (which so far has had duration of 9 months). Thanks to their level of satisfaction with the work Catchi has performed so far and the results achieved, Consumer has renewed their agreement with Catchi and we continue working with Consumer in order to keep improving the results.