How UNICEF managed to improve its donation results with a User Experience Strategy


Higher Revenue


Higher Conversion Rate

UNICEF optimized its donation campaigns through User Experience testing


Understanding user behavior is essential, especially for NGOs. This is why data measurement plays such an important role. Thus, the Spanish UNICEF Committee decided to improve the user experience on its site. It started by developing online metrics on-site, by implementing A/B Tests. This made it possible to optimize the donation funnel and improve results.


  • Measure user behavior on your website.
  • Get the most out of the Google Analytics tool.
  • Increase the conversion rate by improving the user experience on the website.

Main Approach

  • We configured Google Tag Manager for the site.
  • Different A/B tests were developed based on the results of the data analysis.

To begin, the Spanish UNICEF Committee decided to hire an agency specialized in data measurement and user experience (in this case, Making Science).

The objective

The Spanish UNICEF Committee needed to obtain data and analyze it, through Google Analytics. They needed this data to support decision-making to improve the user experience. This data collection was focused on improving the donation funnel and preventing users from abandoning it. The main KPIs were to reduce the funnel’s bounce rate and increase conversion and revenue.


The first thing that the Spanish UNICEF Committee needed to do to optimize the user experience on its website was to correctly configure its metrics. Then, it was able to begin performing an analysis to find the parts that could be best optimized.

First, data needed to be collected. To facilitate the process, Google Tag Manager was implemented. This is a labeling tool that allows for tags to be created onsite without the need for any programming from the technical department. Thanks to this tool, it was possible to implement Google Analytics and other tools very simply.

The main measurement tool used was Google Analytics, with advanced implementations to collect as much data as possible. To better understand user behavior, and complement the information from Google Analytics, other user recording tools were used. These allowed us to go into detail and identify weak points along the user journey. Thanks to these tools, the agency was able to collect information such as:

  • information about the name of each form,
  • which calls to action users clicked on,
  • the donation amount,
  • where users came from,
  • in which step of the form users stopped moving forward,
  • and much more!

Through this data collection, UNICEF obtained all the information it needed to carry out the analysis of its website. Then, we were able to identify weak points and propose the necessary improvements.

The results

Along with other user recording tools, a series of problems were identified on some pages. With this data, Making Science carried out different tests. In this way, they could focus on the efforts that had the biggest impact on conversion rates.

Most tests were performed using dynamic A/B testing. In other words, 2 options (original and variation) were shown alternately to page visitors. At first, each option was shown to 50% of page visitors.

One straightforward test was performed on the  mobile donation funnel. It was identified that this particular page was not performing very well: recordings of this funnel showed that a large number of users left the page in the first step.

By applying this data and the user experience knowledge of the agency, the funnel was reduced from 4 steps to 2, to see if this would improve the abandonment rate of the users.

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


Uniting data analysis and usability improvements allowed us to identify problems. From there, we made improvements through tests, and optimized the site.

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

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