Summer Camp Minisite
Museum of Life and Science
In 2017 the Museum of Life and Science didn’t have the capability to track a camp class purchase from start to finish. It was impossible to track a sale and determine conversion points. For an end user, the 2017 site was text-heavy and confusing.
With a new offsite camp location opening, and more camp instances than ever, the Museum needed some serious changes.
- Unique traffic to the minisite led to a lead 52% of the time → From that lead a sale occurred 70% of the time
- The total conversion rate was 38%
- 2,000 registration clicks
- The website, with minor updates, was still in use for the 2019 and 2020 camp year
- Project management — led design and discovery meetings to determine stakeholder needs, budgets, and timeline
- DreamHost admin panel — to create a summer camp subdomain
- Google Analytics — implemented way to track clicks between website and subdomain
- WordPress CMS
- Managed the project on an extremely tight, time-sensitive deadline
- Working with R+M (the Museum’s brand experience agency) and Centro (the Museum’s ad buying agency) I created custom HTML classes that would allow the ad agency to better track registration clicks, which were used as conversion points.
- Implemented SEO optimizations with customized meta descriptions and titles to make the most out of the search engine ads the Museum placed.
- Moved the summer camp webpage to its own subdomain and installed the WordPress CMS
- Connected our main domain with the subdomain on Google Analytics, so tracking our new metrics could happen seamlessly