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Usability And Analytics: Hidden Gems To Unleash Your Website's ROI
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Usability And Analytics: Hidden Gems To Unleash Your Website's ROI

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There is an incredible irony online. It is the channel that can provide the most donor-behavior data of any channel YET nonprofit organizations are usually data-poor when it comes to their online …

There is an incredible irony online. It is the channel that can provide the most donor-behavior data of any channel YET nonprofit organizations are usually data-poor when it comes to their online campaigns and online fundraising.

Why is that? This hands-on session will outline the BEST way to apply proven business rules, technology, and analytics to know how online visitors are behaving; how they are giving online – and ways that any organization can improve the performance of their web sites or giving forms – or any part of their web site where actions are important.

This session will show how world class organization’s like the Make-A-Wish Foundation of America; Canadian Red Cross and Greenpeace are using proven, rigorous analytics and usability systems for their online activities. Learn from these leading-edge organizations and apply what they have learned to your online and integrated activities.


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  • Think of all of your campaign and outreach data as being locked in this chest. We use web analytics tools to drill in and find the answers.
  • What kind of questions can analytics answer?
  • Non exhaustive Examples of questions that analytics can help you answer
  • The tool you choose is only 10% of the equation. 90% investment should be in people. And as with anything Free as in Puppies. You still need to take care of it.
  • There are lots of consultants, and free help available on google blog and help sections forum.
  • These are three things that I think will not only get you started in analytics but are also some of the most important things to measure.
  • You can even add extra tracking tag to identify how people who have signed up to your email use your website vs. people who aren’t signed up. It also lets you better understand the persuasiveness of the techniques that you are using to convince people to sign up (Button, Placement, Copy)
  • ROE doesn’t just mean $ directly in the bank. Effort
  • Transcript

    • 1. Session 4: 11:30 – 12:15
      Usability And Analytics: The Two Hidden Gems To Unleash Your Website's ROI
    • 2. TP2010
      Tweeting today?
      @hjcnewmedia
      Follow us as...
      Your presenters...
      Erik.Rubadeau@hjcnewmedia.com
      Senior Consultant – Technology and Fundraising Innovation, HJC
      Matt.Barr@hjcnewmedia.com
      Fundraising and Innovation Consultant, HJC
      Frances Hall
      Senior Director of Development,
      Make-A-Wish Foundation of America
    • 3. Why usability and analytics?
      “Until recently, most of the decisions we were called on to make were based on hunches, insight and a little bit of data... What are you going to do when your hunches don't match the data that's now pouring in?”
      – Seth Godin, 2009
      4/14/2010
      3
    • 4. What is usability
      Making products and systems easier to use, and matching them more closely to user needs and requirements
      Usability is about:
      Effectiveness - can users do what they set out to do?
      Efficiency - how much effort do users require to do this?
      Satisfaction – what do users think about the website’s ease of use?
      4/14/2010
      4
      No.
    • 5. Why does usability matter?
      With some help from Nielsen Norman and adapted by us for charities and non-profits, we have identified 4 key reasons:
      4/14/2010
      5
      If your website is difficult to use, people will leave
      If users get lost on your website, they leave
      If your website's information is hard to read or does not answer key questions sought by users, they leave
      If users cannot find how to donate in the way they want to donate, they don’t donate
    • 6. Say again? Why does this matter?
      • The annual growth rate in online donors from 2004-2008 was 33% per year whereas offline donors declined 1% per year
      Source: Target Analytics’ report “Internet Giving Benchmark Analysis”
      4/14/2010
      6
      • By 2020, online donations are estimated to account for the majority of donations
    • The ROI of usability
      Usability seeks to:
      Remove the barriers to making a donation
      Pinpoint the common user errors on their journey through your website
      Know how to avoid these design/architecture errors in the future
      ROI is measured by a change in the ratio of website visitors to donors
      If there is no benchmark data for your website you need to go out and record your own
      4/14/2010
      7
    • 7. Great user experience will pay off
      The 2010 NNGroup benchmark study of 20 for-profit e-commerce websites that employed usability testing prior to the redesign saw:
      • Sales/conversion rates increase on average by 87%
      • 8. Traffic/visitor count increase on average by 96%
      4/14/2010
      8
      “On a site with low usability, people buy only the stuff they need. On a site with high usability, users feel more welcome and are motivated to return for repeat purchases.”
      – Nielsen Norman Group, 2010
    • 9. Questions Questions Questions
      All visitors to your website are either current or prospective donors. Fact.
      • Have you answered your visitor’s key question(s)?
      Can they easily find your organisation’s goals, mission and values?
      Can they see and read precisely how a donation will be used?
      • Do you even know for sure what they thinking and doing?
      4/14/2010
      9
      Cartoon courtesy of the NNGroup
    • 10. What are you looking to find out?
      Have a clear set of objectives based on finding out:
      What your users doing, how they are behaving, what they want to do/find out, what barriers exist in making a donation or influence the visitor on making donation
      Data benchmarks for future designs
      Know what works well and what doesn’t work so well
      Know the ROI
      Influence your design process
      To base architecture and design on what your constituents do and want
      4/14/2010
      10
    • 11. And how can you find this out?
      Record user data using online tools
      Use a focus group, online or offline
      No need for more than 5-10 non-expert users
      Listen to your users
      Use surveys, record conversations in focus groups, provide usability or design related feedback opportunities
      4/14/2010
      11
    • 12. Tools? What tools?
      4/14/2010
      12
    • 13. Analytics
      Let your data do the talking
    • 14. Web Analytics Defined (wikipedia)
      Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
      Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research. Web analytics applications can also help companies measure the results of traditional print advertising campaigns. It helps one to estimate how the traffic to the website changed after the launch of a new advertising campaign. Web analytics provides data on the number of visitors, page views etc to gauge the popularity of the sites which will help to do the market research.
      4/14/2010
      14
    • 15. Web Analytics is…
      NOT a hit counter for your website
      4/14/2010
      15
    • 16. Web Analytics is…
      4/14/2010
      16
      A powerful set of business intelligence tools that can measure and provide insight into the ROI and ROE of all your integrated initiatives
      Web Analytics Tool
      Your Data
      Your Answers
    • 17. Analytics Answers your Burning Questions
      How long does it take for a Twitter follower to make a donation? Do they ever donate?
      How many people see our mission statement before donating? Does it have an effect on avg gift size?
      What part of our website leads to the most tribute gifts?
      Did the redesign of our newsletter signup form lead to more subscribers?
      Do people who watch our videos on YouTube signup for our eNewsletter?
      How many people call our 1-800 # from our donation forms?
      Do we get more volunteers from facebook or from twitter?
      What is our most popular campaign? Does popular equal profitable?
      Are paid search donors worth more than organic search donors?
      4/14/2010
      17
    • 18. What you need to get started
      Web analytics tool
      Strategy
      Comprehensive Setup
      Time
      Patience
      4/14/2010
      18
    • 19. Web Analytics Tools
      Free vs. Paid
      Choose a single solution and stick with it
      Remember 90/10 Rule
      4/14/2010
      19
    • 20. Strategy Before All Else
      Strategic Points to Consider
      Define what kinds of questions you want to answer
      Define what the metrics are that answer that question
      Define how you will capture these metrics
      Define who (internally) will champion your metrics
      4/14/2010
      20
    • 21. (V=?) Define and Assign Value
      Everything you decide to track should have a value assigned to it.
      If it doesn’t have value why are you tracking it?
      Value is often monetary $
      Value is defined by the user
      4/14/2010
      21
    • 22. Analytics Setup
      Customize your tracking setup to properly measure all of your goals
      Goals
      Events
      eCommerce
      Campaign Tagging
      Test your setup (all of it)
      Benchmark Your Data
      4/14/2010
      22
    • 23. Wise Words from Chuck
      I've always found that anything worth achieving will always have obstacles in the way and you've got to have that drive and determination to overcome those obstacles on route to whatever it is that you want to accomplish. -Chuck Norris 
      4/14/2010
      23
    • 24. Top 3 Priorities to measure
      Donations (Single and Monthly)
      Newsletter Signups
      Social Media
      4/14/2010
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    • 25. Tracking Donations
      4/14/2010
      25
      • What: Track thevolume and value of your online donations
      • 26. Why : It provides you with snapshot financial data (on the fly) but also let’s you segment actual income by source and effort. (Email vs. Website vs. Twitter vs. Google)
      • 27. How:
      • 28. Add eCommerce Tracking
      • 29. Add Campaign Tagging to everything you do
      • 30. Track Single and Monthly Donations Separately
    • Tracking Email Signups
      What: Track the number of new email signups to your organization.
      Why : To benchmark the volume of people who sign up to hear more from your organization and to understand where they come from
      How:
      Add Thank You Page as a “Goal”
      Add Virtual PageView
      Add as an onClick Event
      4/14/2010
      26
    • 31. Tracking Social Media
      4/14/2010
      27
      What: Track your Social Media Efforts
      Why : Establish an ROE for the amount of time you are spending on Social Media and measure the success/level of your engagement
      How:
      Add Campaign Tagging to your SM links (Survives tiny-ing)
      Drive SM traffic to action that you can measure
      Benchmark your # of fans and followers
    • 32. 5 Filters to Make your Life Easier
      4/14/2010
      28
      Filter out your organizations IP Address
      Filter your consultant/vendor IP address
      Add Full Referral URL Filter
      Filter all URI data to lowercase
      Remove URL Root Filter
    • 33. Now you have all this data...
      What to do with it?
      Frances Hall, Senior Director of Development, Make-A-Wish Foundation of America, will explain...
      4/14/2010
      29
    • 34. Gain organizational consensus as to the goals of the website
      Commit to follow through with all outcomes – begin with tests
      Prioritize activity based on your organization’s goals
      Assign timelines, responsibilities to staff
      Review test outcomes and make changes to site according to results, refine test, and modify
      4/14/2010
      30
      Next steps post-web usability analysis
    • 35. Next steps post-web usability analysis
      Gain organizational support along the way
      Commit to ongoing testing with appropriate staff teams
      Be sure to refresh site “maintenance” and explore “what’s new”
      Continue to use analytics to track your outcomes
      Create an organizational report that defines key metrics and benchmarks your data…monthly or quarterly
      4/14/2010
      31
    • 36. Thanks!
      4/14/2010
      32