AVAILABLE FOR FREELANCE AND PROJECT-BASED WORK STARTING FROM NOVEMBER 11, 2024
Donation Page Optimization of a
Globally Recognized Non-Profit Organization
Nonprofit Organization UX/UI/CRO Design and Optimization
- UX RESEARCH
- CRO
Overview
This project was for a globally recognized non-profit organization responsible for providing humanitarian and developmental aid. I managed the UX/CRO project to improve the website's usability and increase the conversion rate of donation forms.
Briefly, this is a nonprofit organization UX/UI/CRO design and optimization project.
Client
Anonymous
Year
2017
Main Goal
The non-profit organization was not happy with the conversion rate of their donation forms and the usability of their website. The main aims were to improve the overall user experience and increase the conversion rate of the donation forms.
Process
First, I conducted usability testing to understand the brand image, identify user needs and demands, find issues with the website and donation form, and gather hidden thoughts and insights to improve the existing website.
UX/CRO Problems and Solutions
Here, I’ll share some key insights and improvements from this nonprofit organization UX UI CRO design and optimization project.
Problem #1 – General Structure:
The initial website had three different microsites. One was about the main purpose, donation, and the others were related to buying gifts. This structure created significant visual and cognitive load for users and caused confusion about the differences. Users didn’t know how to proceed.
Solution: The new design has two tabs, “Donation” and “Gifts.” The main aim of this change is to create a smoother user flow with less friction.
Problem #2 – CTA Button and User Flow:
The website had two “Donate” links above the fold that were very close to each other. One was in the navigation menu, and the other was a CTA button in the hero section.
Users tended to click on the CTA button due to its higher order in the visual hierarchy, but both links led to different user flows. The menu link opened a page with options for monthly and one-off donations, while the CTA button opened a page only for monthly donations.
As a result, some usability testing participants couldn’t find the relevant page to make a one-off donation.
Solution: The menu link text was changed and made smaller. The CTA button in the hero section was removed, and a form that included both donation options was added instead.
Problem #3 – Wording:
The main description of the form was “Wherever it is needed most.” However, users couldn’t understand the meaning of this slogan, so they didn’t know where their donation would be used if they donated monthly.
Solution: The wording was changed to “Your regular donation saves lives,” and an explanation was added to show where the donations would be used.
Problem #4 – Content:
The initial website displayed some numerical values related to the areas they worked in, but this data was generic and not about what the fund agency actually did. Therefore, it was not meaningful for potential donators, who couldn’t see the potential impact of their donations.
Solution: New content was added to show what the fund agency had achieved to date, highlighting the potential impact of donations.
Problem #5 – Predefined Donation Options:
There were some predefined donation amounts, but they all shared a generic explanation stating that each $25 donation would help a child with educational needs. Users had to calculate the donation amount themselves because there was no guidance for the prefilled amounts.
According to their feedback, users wanted to understand the final effect of their donation immediately without any effort. They preferred to know how many children they could help rather than the donation amount itself.
Solution: The design of the form was changed, the generic explanation was removed, and different prefilled amounts with specific explanations were added. This change allowed users to see the final impact of their donations immediately.
Problem #6 – Custom Donation Option:
There were predefined donation amounts and a field to enter a custom amount, but all fields had the same design and were listed on the same row. Participants in the UX research couldn’t notice the custom amount field and had to continue with predefined amounts.
Solution: The design of the form was changed to include a separate input field for custom amounts. This field was placed away from the other fields and given a distinct design to make it visually noticeable.
Outcome
UX RESEARCH
CONVERSION RATE OPTIMIZATION
AUDIT REPORT
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