- Shelter’s acquisition channels were reaching the point of diminishing returns. There was an understanding that on site conversion could be optimised to enhance donation volume.
- In-house resources to improve the donations site usability were available, but the organisation lacked user insights to reveal the customer experience pain points.
Phase 1: User Research
- Recording the behaviour (clicks, scrolling, hovering) of live users enabled us to understand the donation journey pain points, which were preventing them from converting.
Phase 2: Activation
- Based on the insights from this behavioural research, House of Kaizen delivered a number of quick fixes which could be implemented immediately by the Shelter team, alongside a longer-term roadmap focusing on optimising key touch points along the donation journey.
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