How to Analyze, Measure and Optimize Non-Profit Websites
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A presentation held at eMetrics Stockholm, 2011 about how to use web analytics to analyze, measure and optimize non-profit organization websites.
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How to Analyze, Measure and Optimize Non-Profit Websites
- 1. How to Measure and Optimize Non-Profit Websites Lessons That Any Organization Can Learn From
- 2. inUse Insights • Web analytics • Testing (A/B and multivariate) • Conversion optimization • Continuous improvement
- 4. The Web Analytics Process !"#$%"&'()*+,( !"#$"%"&'()*% !"#$%&'()*"&')+(,) $-.#'-'/&"0*/( -#-.*/01)1".&/"#) !"#$%!"&'$%!"($% !"#$"%&'()*%% Understand business objectives KPI process Web analytics !"#$#%"%&'()*+",-)-#.' !"#$#%"%&'()*"''"+),#-) !"#$%"%&'()(*%+( ,#,'(./)("%0)1234&) )&)$,-./(/0$1-0&((
- 5. A Good KPI Never Goes Out of Style!
- 6. The KPI Process Mission and vision! How does this reflect the web?! !"#$"%&'()%/"0.12"%'03"456".% !"#$"%&'()%*+,-.%
- 7. Measure What Matters! ? 2.8% Without visits to mobile site
- 8. Get to Know Your Visitors!
- 9. Combine Online Survey Responses with Behavioral Analytics Data Ask the right questions Be short Be concise
- 11. What is The Main Reason for Your Visit to The Website? 40% 35% 34% 30% 20% 16% 10% 11% 4% 0% Read more about Operation Smile Find opportunities to volunteer Read more about donations and maybe donate Make a donation Other
- 12. Define Your Target! 15% 11% 11% 8% 4% 2% 0% Visits with the intention to donate Conversion rate for donations
- 14. Are You Satisfied with Your Visit? DISSATISFIED visitors based on purpose of visit 0% 8% 15% 23% 30% Read more about and/or apply for work in the field 28% Make a donation 25% Read more about the organisation 17% Read more about donations and possibly donate 16% Read more about MSF’s international work 13% Survey data: www.lakareutangranser.se
- 15. Dare to Take Action!
- 16. It’s About Knowing What to Test!
- 18. ✓Set realistic targets ✓Use survey data to optimize for the right visitors ✓Optimize for impact and not for the sake of testing
- 19. Thank you! antoaneta.nikolaeva@inuseinsights.se www.inuseinsights.com Twitter: @inuseinsights