Nonprofits are focusing more and more on increasing email click-throughs and rightfully so. More click-throughs lead to more donations, and clicks were lacking last year.

Another type of click-throughs, website click-throughs, is still under the radar, though.

Some nonprofits spend a lot of time on content and information architecture when redesigning their website. Once live, though, it’s tougher to find time to revisit page and menu structures and content choices.

Web Analytics & Nonprofits

Web analytics can help. Tools like Google Analytics offer a ton of information. But that’s part of the problem for nonprofits. Strapped for time, and sometimes lacking expertise, it’s difficult to make sense of analytics data. And, even tougher to turn data into “actionable” next steps.

Evaluating Clicks with In-Page Analytics

One Google Analytics tool, In-Page Analytics, can help nonprofits see what links visitors are clicking on a particular page (and what they aren’t).

In-Page Analytics shows the percentage of click-throughs each link receives on a page. In the below example, the nonprofit is able to see which home page calls to action receive the most clicks:

Nonprofits In-Page Analytics

Why is this important?

  • Nonprofits may think they know what visitors will find most interesting, but until they see the data, they cannot confirm that’s true.
  • Nonprofits may want to direct visitors to a certain action, like donating. For good reasons, they won’t remove the link, but maybe the wording should change (e.g. “Fight Cancer” vs. “Donate Now”)?

4 Ways Nonprofits Can Use In-Page Analytics

  1. Reorder home page calls to action

    In-Page Analytics can shed light on how you’ve ordered your home page’s calls to action. In the example below, it suggests “Events” should be reordered ahead of “Join Our Online Community.”
    Nonprofits In-Page Analytics - Reorder Menu Items

  2. Landing page setup

    While nonprofits may have initially put a lot of thought into their landing pages, like their Ways to Give page, reviewing click-throughs tells you what interests visitors the most.

    Below, “Support an Event” and “Volunteer” receive many more clicks than “Planned Giving.” Should you switch them? That’s for your team to decide, but it’s at least worth considering.

    Nonprofits In-Page Analytics - Landing Page Structure

  3. Rename home page calls to action

    In the below example, the nonprofit wouldn’t want to remove “Give Here” from their main calls to action. But since it’s only getting 1.6% click-throughs, is it worth renaming it? Perhaps to something outcome-focused, like “Help Animals in Need.”
    Nonprofits In-Page Analytics - Rename Menu Items

  4. Reorder menu items

    Nonprofits may (or may not) have given a lot of thought to their information architecture. In-Page Analytics helps you reevaluate those choices. Below, since “Memorials” has received 3x the clicks as “Workplace Giving,” perhaps it should be moved up?
    Nonprofits In-Page Analytics - Reorder Internal Menu

Getting the most from your website is an ongoing process. With so much information out there, using In-Page Analytics can really help nonprofits simplify the evaluation process and determine “actionable” next steps.

One Last Tip: In-Page Analytics seems to work better in Chrome, a Google product, than in Firefox or Internet Explorer.

Photo Credit: liepamareks via Compfight cc
Google

ABOUT THE AUTHOR

Mike Snusz brings over 11+ years of nonprofit experience to his role as a principal strategy consultant at Blackbaud. He focuses on helping nonprofits create online fundraising, email, P2P, social media, SEO, analytics and website optimization strategies to maximize giving opportunities. Mike previously managed the turnaround of the Ride For Roswell, including the event’s growth from $330,000 to $1.2 million over a three-year period. Connect with Mike on LinkedIn and Twitter at @mikesnusz. To learn how Mike can help your organization’s next fundraising campaign, contact him at mike.snusz@blackbaud.com.

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