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Non-Profit Website Optimization

When working with a local non-profit organization I decided to take a deeper look at their annual conference registration sign-up process. My goal was to improve the registration process and have more people register for the annual conference. Easier said than done! Here we go.

I already set-up good macro and micro goals for the non-profit and was tracking the sign-up process via the goal-funnel in Google Analytics. With the goal funnel working, I could see after a bit of time that a lot of people never make it past the initial registration page. They either go back to look at all the information again or even leave the page.

That was a problem and I decided to make some changes to that very first registration page to find out what kind of information visitors need to continue with the registration process. There had to be a way to get more than just 14% of visitors through the funnel (the screenshot of funnel is from a later point, after we already optimized the website, but you get my point).

My thought was that, if people get to the first registration page and then have to go back to re-read some information, they obviously miss some summarizing information right above the personal information fields. So what do you do? You set-up a simple A/B test and test the new page (which has a quick summary of the conference highlights) against the old or original page. Have a look below and see what I am talking about.

Here is the original page:

And here’s the test page with the conference summary:

Now, after running the experiment for a few weeks the results speak for themselves. Have a look at the website optimizer results. The orange line represents the conversion rate of the new test page and the blue line the conversion rate of the old or original page.

Visitors register at a much higher rate for the conference via the new test page which includes a short conference summary than they do via the old original page without such a description.That is great news and a good reason for a high five with the team! Registration process on the website optimized – check!

One point worth mentioning, is that the difference in conversion pretty much disappeared at a certain point (that’s when the orange and blue line almost touch each other). The reason for that is simple that the “early-bird” registration discount was taken off the website at this point and all the stragglers rushed to sign-up for the conference. In that rush, it obviously did not make much of a difference, which page (original or test-page) a visitor viewed before registering for the conference.

What did I learn from all of that?

1. Look for troubled areas in your website that hurt your mission critical goals (in this example conference registration)
2. Develop concrete theories of how to improve those areas on your website
3. Put your theories to the test and set-up a web optimization experiment (start with a simple A/B test to keep things simple)

What did you learn from this little project? Anything that I missed? Share your thought and comments with me and all the readers.