Measuring Success in Non Profit Website Design

It isn’t enough to have a nice website. Your decisions about content management and non profit website design need to be based on measurable results rather than guesswork. Decisions based on what you like or you think your non profit website visitors will like can often lead you down the wrong path. So how do you measure success?

The answer is conversion rates. When you invest money in a website and the methods you use to bring traffic to it, your return on investment (ROI) is a conversion from visitor to subscribers (new email addresses), sales, donations, etc. Your non profit website design and content need to be based on careful analytics and informed decisions.

Here are some steps you can take to improve your conversation rate.

  1. Reduce clicks. The more clicks you place between a visitor on the action you want them to take, the more chances you take of losing them.
  2. Eavesdrop. Watch where your visitors go, what they do, and what they don’t do. In many cases, your website host offers analytics that will allow you to see where your visitors go on your site. A good starting point is Google Analytics — it’ll help you analyze what pages are attracting visitors, keeping them there long enough to read the messages you’ve presented, and enticing them to fill out your forms or click through to donation pages. You’ll want to know from where visitors are leaving the site, and you’ll want to know how many people abandon your shopping cart in the middle of making a donation.
  3. Analyze. Once you have the right analytics installed on your site, and you’re effectively using linking codes that tell you where your visitors come from, you can make an Excel spreadsheet that shows what promotions are bringing people to the site and the percentage of those visitors who are converting. This will help you determine what promotional methods are working the best and which pages are doing the best at converting.
  4. Study and tweak. Learn as much as you can about the behaviors of people who convert and what caused them to convert, along with people who didn’t convert. Tweak your website design and content until your conversion rates get to where you think they should be. Be sure to make small changes and then study for about a week so you know what changes made a difference. If you make too many changes all at the same time, you’ll never know which ones were the right ones.

Good non profit website design is not only about making a site look good or sound appealing to you. It’s about conversion rates. If you follow the tips above, you can carefully track what works and what doesn’t so you can make more informed decisions, not only about your site, but also about where and how you promote your site.

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