4 Tips to Turn Website Click Data into Next Steps for Nonprofits | npENGAGE

4 Ways Nonprofits Can Turn Website Click Data into Actionable Steps

By on Jun 7, 2013


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


Mike Snusz brings 18 years of fundraising experience to his role as a Senior Team Lead on Blackbaud’s Professional Services team. He leads a team of digital consultants and works with nonprofits to improve their digital fundraising, monthly giving, email marketing and peer-to-peer fundraising programs. Prior to Blackbaud, Mike managed the turnaround of the Ride For Roswell from 2003 to 2005 in his hometown of Buffalo, NY. When he’s not contemplating fundraising, Mike enjoys hide and seek, tag, and dance parties with his two kids.

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