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:
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
Reorder home page calls to action
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.
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.”
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?
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.