The document outlines strategies for measuring and optimizing non-profit websites through web analytics, A/B testing, and continuous improvement. It emphasizes the importance of understanding business objectives and using key performance indicators (KPIs) to measure meaningful data. Additionally, it suggests combining survey responses with behavioral data to better understand visitor intentions and optimize for impact.

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

3. Operation Smile

4. The Web Analytics Process
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Understand business
objectives KPI process Web analytics
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5. A Good KPI Never Goes Out of Style!

6. The KPI Process
Mission and vision!
How does this reflect the web?!
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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

13. Médecins Sans Frontières/MSF

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