Mystery Shopping for Research: Using Shoppers to Identify a Breakdown in the Purchasing Process

A boutique strategy consulting firm reached out to Zintro looking for support on a project for their client, an email delivery software company. The client had seen a noticeable drop-off in conversion rates in their self-serve channels. They rolled back recent marketing and product changes, but the lower conversion rate stayed the same. Before engaging the consulting firm, the company spoke with some of their prospects who didn’t buy the product to understand where they were going wrong. They were met with unhelpful feedback that failed to identify the problem, and as a result, the company was left wanting to understand how marketing buyers perceived their sign-up flow in comparison to that of competitors.