I’m Charlotte and I’m an Agile Business Analyst working on the Membership service.
Since launch of our new Membership, one of the things that we noticed was that the number of our members selecting a local community cause to support with their 1% was lower than we expected.
We looked at what the analytics were telling us
- 30% of total members clicked through to the causes page from the member dashboard.
- 72% of new members were clicking through to causes.
- 64% of members visiting the causes page then went on to select a local cause.
Statistics from 21/9 – 18/10 from Google Analytics.
We listened to what our members were saying
“I want to support the cause I saw in my store not one of the three you have shown me”.
“I don’t understand how the funding cycle works”.
“I don’t understand why I am being shown these causes”.
Feedback from 21/9 – 18/10 from user research/feedback form.
We identified some key outcomes
- Increase members understanding of the cause selection process.
- Increase members understanding of the funding cycle.
- Increase click through rate from the member dashboard to causes for new members.
- Increase the number of members selecting a cause to support.
What changes did we make?
We added new content onto on to the website explaining the funding cycle and how the causes were selected.
We now display the cause that a member is supporting on their membership dashboard.
We ask members to check their address if they didn’t have any local causes displayed.
We improved the site by simplifying the information displayed within each of the cause summary panels and removing the support button to make the whole panel clickable.
We improved each cause profile page to include the button and changed the call to action from “Support” to “Back this project”, making it more meaningful.
We’ve improved the journey for members so that they are able to navigate to a cause profile page by using the URL. This will allow causes to promote themselves (and their URL) and allow our marketing emails to promote specific URL’s.
What difference has this made so far?
- We’re now averaging 19% click through rate (of total members) to the causes page from dashboard (decrease of 11%).
- However we’re seeing an average of 79% click through rate for new members clicking through to the dashboard (increase of 7%).
- 76% of members visiting the causes page go on to select a local cause (Increase of 12%).
Statistics from 18/10 – 11/11 from Google Analytics.
You can see that the total number of members clicking through to causes has decreased. We expected this to happen as a direct result of us displaying the cause that a member is backing on their dashboard. The number of new members clicking through to causes has increased by 7% which was one of our measures of success. Those members that do click through to causes, are 9% more likely to support one of the local causes.
It look’s like our changes have made a positive impact to date. It will be interesting to to see how these figures change when we give members the option to support a different community with their 1%. This functionality will be coming shortly.
Agile Business Analyst