How UNICEF is improving its donation results through a User Experience strategy

Wednesday October 30th, 2019

In the marketing actions of NGOs and solidarity associations, understanding user behaviour is essential, which is why data measurement plays such an important role. UNICEF’s Spanish Committee decided to improve user experience by developing the online metrics of its website, through practices such as the A / B Test, which facilitated the optimisation of the donation funnel and improved results.

 

The objectives

  • Measure user behaviour on the website
  • Maximise the benefits derived from the application of Google Analytics
  • Increase the conversion rate via improvement of the website user experience.

Focus

  • Google Tag Manager configuration
  • Different A / B tests were developed based on the results of the data analysis.

The results

  • +86.3% Conversion Rate improvement
  • +47.40% Revenue improvement

As a starting point for this process, UNICEF’s Spanish Committee decided to hire the services of an agency specialised in data measurement and user experience (in this case, Making Science): This agency remains involved in the ongoing, continuous optimisation on the website in question.

 

The objective

The objective that UNICEF Spanish Committee pursued was to obtain data and analysis, through Google Analytics, to support decision-making with respect to improving the user experience. This data collection was focused on improving the donation funnel and avoiding the abandonment of its users; in order to reduce the rebound rate of the funnel and increase conversions and hence revenue.

 

Focus

The first thing that UNICEF’s Spanish Committee needed to do in order to optimise the user experience on its website, was to achieve a more correct initial configuration of its metrics. Thereafter these were analysed to identify priorities for further optimisation.

To carry out improvement actions on the site, collection of all data was necessary. To facilitate the process, Google Tag Manager was used; a labelling tool that facilities tag creation without the need for programming. Thanks to this tool, Google Analytics, testing tools and other tools have been implemented in a very simple way.

The main measurement tool that has been used is Google Analytics with advanced implementations in order to have as much information as possible. In order to understand more in depth, the behaviour of the users and complement the information of Google Analytics, other user recording tools were used that enable going into detail and identifying weak points. Thanks to these tools, the agency has been able to collect information such as: name of each form, calls to action clicked, donation amounts, from where they have arrived, at what step of the form users abandon, etc.

Through this data collection, UNICEF obtained all the information it needed to carry out the analysis of its web: identify weaknesses and propose the necessary improvements.

 

The results

Together with other user recording tools, a number of problems were identified on some pages, and with this data, Making Science carried out different tests, so that only those mesas that would clearly improve the conversion rate are implemented.

Most tests are performed using the A / B approach. That is, 2 options (original and variation) are shown alternately to the visitors that access that page, presenting each option to 50% of the visits.

A practical case is that of the donation funnel through the mobile. One of the weaknesses of the UNICEF Spanish Committee’s website, is that this form was giving bad results, since in the recordings of this funnel they showed that a large number of users left the page in the first step.

With this data, applying the user experience knowledge of the agency, and based on the results of the tests it was decided to modify and reduce the funnel from 4 steps to 2, to see if this improved the percentage of user abandonment.

  • Form: Partner – General Form. A / B Test: Reduction of 4 to 2 steps of the donation funnel
  • + 86.3% Conversion Rate Improvement
  • + 47.40% Revenue Improvement

 

The conclusions

The union of data analysis and usability improvements helps us identify problems to make improvements through tests and thus optimize the site.

This case shows that it is worth dedicating resources to a constant optimization of the user experience based on data analysis and A / B tests. In short, the growth of a project always goes hand in hand with a constant improvement of the user experience.