Increased Conversions 235% for Non Profit Website
Phases Design Studio provides marketing and branding services for a wide range of businesses and institutions and was recently named the #3 Fastest Growing Companies in Denver, CO.
Randomactsofkindness.org is a platform where media, education, community and entertainment connect people to inspire people to take action and share the benefits of kind actions in their daily lives and society.
Website Post-Redesign Needs
Random Acts of Kindness had recently redesigned their website to be more engaging. While the site looked better, and served its audience better than ever, the foundation recognized they needed to have their community more engaged, and contributing more about the acts of kindness they were involved in. The primary way site visitors did this was through sharing their stories. The site needed to capture more stories to share with the community, increasing the chances of inspiring people to practice kindness.
Challenges
Submitting a story as a site objective is not like most online objectives. It is asking users to supply a lot of information in return for nothing tangible. Online attention spans are very low, and getting people to submit their entire story of how they participated in a random act of kindness appeared to be a lot to ask, based on the percentage of people submitting stories.
Solution
ConversionIQ built an in-depth understanding of site visitors, then architected an experience for users that encouraged the community to share their stories.
Step 1
The experience started on the most common “landing” pages and took prominence in a very “real” way on the homepage.
Step 2
ConversionIQ Revenue Engineers made the opportunity to share their stories clear to site visitors.
Step 3
Site “copy” was written in a context that expressed how sharing stories was central to the community and their experience on the site.
Results
Submission of Stories increased 235% immediately after implementation of ConversionIQ recommendations, as shown below in the graph taken from the site’s analytics account.
Conversion Rate Average Before: 2.53%
Conversion Rate Average After: 8.48%
