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Website Optimisation

Increased Recurring Donation Rates By 40%

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The Problem

Women's Refuge wanted to improve their website's user experience and increase recurring donations. With limited data and tracking on their website, they needed insights to make data-driven decisions.
"The Data Story Team has elevated the Safe Night campaign to new heights with targeted insights and subscription options to encourage regular gifting. This increase in donations has helped provide Safe Nights for hundreds of women and children that are experiencing family violence across New Zealand. We can’t thank the awesome team at Data Story enough for all the incredible work they do for Safe Nights."
Jo Bower, Senior Communications Advisor - Women's Refuge

Our Process

Research & benchmark
Prioritise & Hypothesise
Design & Build
Test & Learn

The Solution

Firstly, design a clear home page with comprehensive tracking to enable useful data collection and secondly, set up a testing schedule to understand the impact of the changes on increasing one-off and recurring donations.

Key Page Elements

Starting with the homepage, we designed a page that would clearly communicate the impact of each donation for Women's Refuge.

We added clear calls to action with icons to increase scan-ability. With the help of a count-up clicker, the webpage updates each time a purchase is made. This adds a visual element and demonstrates the good work Women's Refuge is doing with New Zealander's charitable donations.

Increasing Repeat Donations

The question was posed, 'how do we increase repeat donations?'

The Safe Nighter Club was born. At the Gift a Safe Night page we encourage donators to hit the subscribe button and donate every month. This has become a game changer for Women's Refuge with an increase of repeat donations by 40%.

Automating Communications and increasing the touchpoints with Gifters

Using email and SMS automations we encourage donators to share their donation and also introduce them to the subscribers club.

The automations send out communication to the Gifter, when their donation is used to help a woman in need. Not only does this mean the donation has meaning but also keeps Women's Refuge front of mind.

Do our strategies align?

What’s the unique reason customers choose your business that cannot be easily copied? For Data Story, the unique, un-copyable advantage you get when you work with us is our values.

You can’t copy an attitude. Our values allow us to drive measurable, bottom-line results. Our values attract people & businesses who value transparency, testing, speed, data insights & ultimately results above everything.