1. Donation funnel optimisation Alex Betti and Steph Laurance, MS Society

2. The problem – hypothesis Testing a solution Results and outcome Future

3. The problem Low conversion rate High drop off rate Complex UX
Inability to track
Hard to maintain

4. TEMPLATE #2 Different journeys Multiple systems
Lack of back-end integration

5. TEMPLATE #1 Analyse users’ behaviour (intent and context)
Identify barriers
Benchmark

6. TEMPLATE #1

7. TEMPLATE #1

8. The solution Priority matrix User testing Requirements
Engaging Networks – Page builder

9. Priority Matrix
High
High X
Impact X
Mobile optimised
Low
Low
Effort

10. TEMPLATE #2

11. TEMPLATE #2

12. TEMPLATE #2

14. TEMPLATE #1

15. TEMPLATE #1

16. TEMPLATE #1

17. Results so far Sept 2016 – Feb 2017
20% increase in number of donations
30% increase in revenue raised
60% increase in sessions
29% increase in conversion rate

18. Learning Responsive (mobile / tablet) Accessibility
Stability and reliability
Futureproofing
Simplification of systems
Phased approach
Test-driven development
Continual evolution: ‘test and learn’

21. Any questions?