Enriched User Experience Drives Donations

Xerago initiated an enriching user experience to drive easy search and high rates of donations and sponsorships.

The client is an Evangelical Christian humanitarian aid, development, and advocacy organization. It prefers to present itself as interdenominational and also employs staff from non-evangelical Christian denominations.

Challenges

Their primary channel for donations and contributions was through its online portal. But the client was facing slump in conversions and a consequent decrease in total donations.

Solution

Xerago analyzed the NGO’s existing site and the subpar conversion rates were directly attributed and identified that a significant percentage of site’s visitor journeys were flagged as incomplete and user drop-offs were especially high. Xerago proposed a landing page redesign theme to create an engrossing user experience, grab user focus and aid in task completion.

Xerago worked with their Marketing team to conceptualize an archetypal user’s attributes and behavior while browsing the site. Xerago employed a combination card sorting (open/closed/reversed) methods to engineer an intuitive, functional and utilitarian Information Architecture. The landing page included a few standout features such as Easy to understand content, grouped into logical units Minimal scroll navigation, Consistent context & Clear and distinct labels Easy forwards and backwards navigability.