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A non-profit website redesign is an exciting prospect, presenting an organization the opportunity to modernize options, rethink user needs, and update, well, everything, from text to images to site architecture. But a new website should lean heavily on one major component of the old website and that’s analytics. If you have Google Analytics (GA) installed on your current website, it’s likely a treasure trove of information which should inform your redesign.

Here are the ways you should use Google Analytics to inform your non-profit website redesign:

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If you’re a non-profit webmaster, you probably look at your website all the time. After awhile, your eyes may begin to gloss over the details, including your Give button. For example, at a statewide non-profit, we had a Give tab in the main navigation of the website and a Give link in the footer of the page. I decided to review every page of text and include a PBS-style request for donations within the content of each page. For example, “This program is support by donors like you…Please make a gift today.”

But my eyes eventually landed on a strip of white space on the left side of our page templates. It included secondary navigation links, but seemed really underutilized. I wondered what would happen if I put a second Give button (and a third or fourth option to give, depending on the page) in that space.

Here’s what happened:

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It’s really important to test all aspects of your website, especially if you work for a non-profit with a donation page. Because what if I told you that one change could provide 72% more revenue? Or another change could double the conversion rate of your Give page compared to other options?

These types of experiments and possibilities made me very curious at a non-profit I worked for. This is a case study of A/B testing I did on our Give page there.

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