User experience optimisation
We are embarking on a comprehensive ongoing website optimisation initiative leveraging data analytics to enhance our online presence and engagement.
Objective:
Our primary goal is to improve the overall user experience, increase user engagement, and boost conversion rates on the website. We utilise Data analytics to identify pain points in the user journey and to gain insights into user behaviour.
Data Analysis and Insights:
We have implemented tools like Google Analytics and Hotjar to collect and analyse data on user interactions with the website. The analysis reveals insights such as:
Bounce Rates on different pages: The rate at which users are abandoning certain pages. E.g., registration pages; this helps us to improve the registration process to avoid deterring potential supporters/donors.
Popular Content: News articles related to success stories garner significant engagement and videos showcasing our projects show a high click-through rate.
Organic traffic: A substantial portion of general website traffic comes from organic searches, while Google Ads account for a large proportion of traffic to campaign landing pages.
Content Strategy Adjustment:
Based on the popularity of success stories, we are focusing on creating more engaging and shareable content.
Success stories and impact updates (Stats) are prominently featured on the homepage.
Improved Navigation:
A revised navigation structure has been implemented by reducing the number of navigation fly-out links, making it easier for users to find information about projects, events, and the charity's mission. This more accessible search functionality allows for quick access to specific content.
Conclusion:
We aim to continuously transform our website into a more user-friendly platform by leveraging data analytics and strategically implementing optimisation measures.
The improvements in user experience will result in increased engagement, higher conversion rates, and, ultimately, a more impactful digital presence for our organisation.
This shows the tangible benefits of using data-driven insights to inform website optimisation strategies, particularly for non-profit organisations aiming to connect with and inspire supporters.