Your nonprofit organization’s website is one of the best fundraising destinations for testing: you can easily change graphics, colors, messaging, and more in an effort to figure out what motivates your donor to give. A key to understanding your donor is to have the right data and information to take action, for example, if you have three calls to action on your website to make a donation, which one is being clicked on most frequently? Does your navigation make sense? Does anyone really use your hero banner at the top?
There are a number of ways to figure out what donors are doing, but many are technically or highly involved. One free tool to see how your donors are interacting with your site is ClickTale. ClickTale records 3,000 interactions with your site each month on the company’s free plan. The tool let’s you see heat maps, watch videos of actual users interacting, and see how far people scroll down your page.
A heat map shows where visitors interact with your site through mouse movements or mouse clicks. ClickTale will measure how people interact with the page and then show an interactive image with how people interacted with the site. You can see areas on your page that are completely ignored by visitors and other areas where you’ll be surprised that they engage.
ClickTale shows you the funnel of how people convert on your site. You can see how people enter the site, where they go to reach the conversion page, and the flow of visitors. This will help you define how people move through the site and reduce the steps necessary for someone intending to donate.
Signup for the free ClickTale.com account to get the free 3,000 monthly interactions.