Ridiculous Lay-abouts
Not just how, but why?
Donate Now!
Challenging Our Assumptions of Reality with Data
What you know.
What "feels" right.
Your Gut.
Data Driven Decisions
* Expertise plays an important role, but data and experience lead to expertise and expertise without data is anchor-less musings.
We're old.
We're old.
You cannot predict how people will use technology or what that technology will be.
We're snobs.
We're snobs experts.
We are the experts of our organizations.
We understand our organizations to the point of blindness.
We're snobs experts.
The following words are commonly used in the non-profit sector but have VERY different meanings to the uninitiated.
Gift
Pledge
Unrestricted
Constituent
Target
Recurring Gift
Tribute
Ask
Designation
We have jobs.
We rarely access our website from the perspective of a visitor.
Rarely do we have the time to constantly check our website
Now what?
Or other analytic suite.
We need to know what's going on!
Improve your error pages by asking...
Why have an error page stop your mission?
Shows where your traffic and conversions come from.
Use to to understand where your traffic comes from and optimize your efforts
Use to identify quality traffic as well
Check overall traffic against conversion rate to judge the quality of traffic.
Quality traffic means:
Courting quality sources
The power of social media
is not magic, it's finding an audience of the like minded.
Finding and appealing to communities that share your org's values will create better traffic.
"Knowledge is knowing that a tomato is a fruit, wisdom is not putting it in a fruit salad." -- Miles Kington
"Testers for 7-Up consistently found consumers would report more lemon flavor in their product if they added 15% more yellow coloring
TO THE PACKAGE."
― Malcolm Gladwell,
Blink: The Power of
Thinking Without Thinking
can be as mundane as a broken link. Good design uses the unfamiliar to evoke emotion. Bad design inadvertently uses the unfamiliar to confuse visitors to your site.
For instance...
Means now.
Means now.
Don't complicate a win.
Don't fight a battle you've already won.
“We are not thinking machines that feel, we are feeling machines that think.”
Antonio Damasio
Balancing the familiar with the unfamiliar
Innovative interations
Full screen imagery
Unique navigation
Unexpected feedback
Form Elements
Links
Images with Captions
Buttons
Labels
Browser Behavior
Good design balances both.
It evokes a response without confusing the donor.
This is where analytics comes in.
Don't be afraid to add multiple paths forward.
We are a notoriously inattentive species.
for website navigation.
Creating multiple paths to donate allows the user to easily find the path forward that they are specifically looking for. Do they expect a button or a navigation element?
"Why not include both?"
-- famous gorilla
Then use Google Analytics to see which modes are working and which are falling flat.
Using Event Tracking you can see how often a link or button is clicked, cross referenced with any other link or button.
ga('send', {
hitType: 'event',
eventCategory: 'Gorilla',
eventAction: 'click',
eventLabel: 'Ball passing'
});
By varying the routes to success we can ensure that users will find the action they are looking for. It also allows us to experiment with the familiar and unfamiliar to evoke emotion.
https://usabilityhub.com/click-test
A study by Huge Inc
http://www.hugeinc.com/ideas/perspective/everybody-scrolls
Tested four designs
Regardless of how you cue your visitors,
91% of them WILL scroll.
http://www.hugeinc.com/ideas/perspective/everybody-scrolls
That bears repeating...
This content removed, it's 2017 people.
According to Symantec, after issues of stolen data, this is the number 1 concern of online shoppers.
In online transactions, customers are worried whether they will actually receive the item they purchased.
But... wait...
This is an online donation...
Your aren't buying a physical object.
This makes your what you do after the transaction doubly important.
Silent gratitude isn’t much use to anyone.
- G.B. Stern
Try not to make spurious decisions on a single set of data. Double check and retest your analytics.
Remember the old
mantra of statistics:
Doing the Wrong Thing | Doing the Right Thing | |
---|---|---|
Well | ||
Poorly |
Anxiety
Courage
Growth
To Get Here
We Must Go Here