Benchmarks and metrics: How effective is your nonprofit website
How do you measure the success of your website? Number of visitors a year? Amount of donation dollars that come in? How about where your website traffic is coming from?
What if we told you that all of those (and then some) matter to the success of your nonprofit’s website? Just as you want to tell the full story about your organization and the good you do in the world, you need to gather a host of website data to see the big picture of how your website is performing.
Review these key areas to determine the health of your website.
Website engagement metrics not only tell you how your online donation program is working, they also provide you with insight on overall user experiences. For instance, if the top five most-visited pages on your site do not have to do with online donations or actions you wish for users to take on your website, it can be an indicator that your website is cumbersome to navigate, that your distribution strategy is off, or that visitors aren’t willing to make an online donation at this time.
By measuring your website metrics on a regular basis, you have an ongoing picture of what’s working (and what’s not). Our recommendation? Review your website metrics on a quarterly basis at minimum and use that information to tweak your communication style, website content or online donation CTA strategy.
We have the tools to get you started. Download our free website metrics top 10 list for ongoing monitoring to ensure your website works harder for your nonprofit.