educational activities already in place at the center (“An Educational Opportuni- ty,” Winter, 2019). Why? The simple answer: because the forest is right there. “Some parks have com - pletely ignored the fact that they’re in the woods,” said Funtleyder. Not including an environmental edu - cation component is an opportunity lost. “The benefits [of an environmental education component] far outweigh the costs,” he argued. Guests appreciate the opportunity to bring more home than just a souvenir t-shirt; a long-lasting connection to the natural world, and newfound knowledge of it, can be deeply gratifying. Operators can foster such connections and should take advantage of the resources already at their disposal. CLIMB Works Keana Farms in Oahu, Hawaii, is another example of this (“Hawaii State of Mind,” p. 46). The zip tour operates on a working farm that produces more than a million pounds of produce a year on Oahu’s famous North Shore. As part of the zip tour
experience, guests eat fresh farm offer - ings like cherry tomatoes, bananas, and macadamia nuts, learn about the farm’s operation, and explore Hawaiian cul - ture and history through informational plaques and guide-led education. The programming is impactful: “Peo- ple might come out looking for an adrenaline rush, but they leave with a better understanding of and respect for Hawaii and its rich history,” said CLIMB Works owner Nick Thompson. MAKE IT EASY AND RECOGNIZABLE We’ve all been there: You’re interested in purchasing something online but aren’t 100 percent sold. You reconsider, and never complete the transaction. Conversion. Those incomplete trans- actions are reflected in an operator’s conversion rates (the percentage of the total number of visits to a website that result in a purchase). When West found Go Ape’s conversion rates were below the desired percentage, his team investigated the cause. They discovered that a recent software change had led
to a “high-friction e-commerce customer booking experience.” It had become harder for guests to book an experience. Activities at Pringle Nature Center focus on providing a way for people to connect with the natural world.
To fix it, the team moved the most important items “above the fold” on the
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