Network for Good’s Website Makeover
- Sun, November 11 2007
- Filed under: Websites and web usability
By Jono Smith
A few months ago, Network for Good invited
Mark Rovner to present a session called “Website 101 for Fundraisers” as part of our Nonprofit 911 free training series. Mark had some great advice, and we decided to give it a try on our own website at http://www.networkforgood.org/npo. Here’s the before picture:
So what’s wrong with this page? Where should I start?
• First of all, there’s no evidence of what Network for Good does—“build strong relationships with supporters”—what does that mean?
• As you can see, there are four calls to action, but none of them are very compelling: get started, fundraise, communicate, & strategize. Are you getting sleepy?
• There’s also a bland image that is the essence of bad stock photography. Do these two people look like they have anything to do with a nonprofit?
Here’s the refresh. And while it’s only been live for less than a month, we’ve already seen a substantial increase in lead generation and conversion.
• The first improvement you will notice is our positioning: “Affordable & Easy Online Fundraising.” It couldn’t be more clear what we do.
• We’ve also improved the calls-to-action. While we increased the size of the “Get Started” button, more importantly we crafted a teaser “Average Online Gift…” that is generating higher click-through rates on the button than in the previous version.
• The other three calls-to-action: free trial, get fundraising tips, and next steps help us appeal to a wide range of audiences, whether you are looking for a demo, a free trial, training, a newsletter, etc.
All in all, with just a few hours of work, we’ve given our website a makeover that is paying huge dividends.
Comments
Fascinating Katya! Do you guys know why conversions are so much larger? Is it the larger button? The average gift teaser? Are you planning any user testing to find out?
nice transformation, subtle changes but made a huge difference in appearance and effectiveness!