In order to increase conversion from visitors into users, the pipeline to high-conversion screens needs to be improved, or created from scratch. Users who already recourse to Behind the Name to get name information can be directed to features they may not know about (or haven't tried) while search traffic needs to be directed away from the first-level results into deeper (and more AI-proof) sections.
We set an ambitious goal of doubling the visitor-to-explorer conversion, with commensurate increases in account creation, and active engagement.
Beyond session depth, we wanted to keep users engaged on simple, fun loops. These build habituation at least as effectively as deeper exploration. The name rating indicator was one such example, having driven a 10% increase in page views. The goal of this initiative is to identify further such loops.
Develop community
We would work to drive more traffic to the social features and improve the user experience to ensure conversion. These changes need to happen while the site still has strong SEO and a functioning community.
The user experience of data input such as name ratings and comments must be improved so that one of BTN's core strengths - its proprietary demographic data - can be leveraged.