Go undercover: The secret shopper approach to find flaws and get buy in

You may already suspect where your website frustrates prospective students. Getting the resources to fix it often takes more than a hunch. A website secret shop brings back evidence of real people struggling with real tasks, giving your team a stronger case for change.

Learn how to run a secret shop that fits your budget and that your team can take on, even with a packed to-do list. We’ll show how to choose a journey worth investigating and recruit shoppers who reflect your audience. You’ll learn to write tasks that reveal friction without giving away the answers. A live demo will show the approach in action.

We’ll also explore how AI can help organize research findings while people verify the evidence and develop recommendations. Learn to prioritize fixes by impact and effort, then measure whether the experience improved.

You’ll leave with a seven-step playbook you can use Monday and an approach to getting buy-in grounded in what your visitors actually experience.