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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. 1. How to Measure and Optimize Non-Profit WebsitesLessons That Any Organization Can Learn From
  2. 2. inUse Insights• Web analytics• Testing (A/B and multivariate)• Conversion optimization• Continuous improvement
  3. 3. Operation Smile
  4. 4. The Web Analytics Process !"#$%"&()*+,( !"#$"%"&()*% !"#$%&()*"&)+(,) $-.#-/&"0*/( -#-.*/01)1".&/"#)!"#$%!"&$%!"($% !"#$"%&()*%%Understand business objectives KPI process Web analytics !"#$#%"%&()*+",-)-#. !"#$#%"%&()*""+),#-) !"#$%"%&()(*%+( ,#,(./)("%0)1234&) )&)$,-./(/0$1-0&((
  5. 5. A Good KPI Never Goes Out of Style!
  6. 6. The KPI Process Mission and vision!How does this reflect the web?! !"#$"%&()%/"0.12"%03"456".% !"#$"%&()%*+,-.%
  7. 7. Measure What Matters! ? 2.8% Without visits to mobile site
  8. 8. Get to Know Your Visitors!
  9. 9. Combine Online Survey Responses with Behavioral Analytics Data Ask the right questions Be short Be concise
  10. 10. 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
  11. 11. Define Your Target! 15% 11% 11% 8% 4% 2% 0% Visits with the intention to donate Conversion rate for donations
  12. 12. Médecins Sans Frontières/MSF
  13. 13. 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
  14. 14. Dare to Take Action!
  15. 15. It’s About Knowing What to Test!
  16. 16. ✓Set realistic targets✓Use survey data to optimize for the right visitors✓Optimize for impact and not for the sake of testing
  17. 17. Thank you! antoaneta.nikolaeva@inuseinsights.se www.inuseinsights.com Twitter: @inuseinsights

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