Trying to figure out why people do something is typically easier than figuring out why they’re not doing something. Still, it doesn’t mean it can’t be done – it will simply require a bit more work.
Let’s start with the basics.
Note that these are not all the basics if you are, overall, trying to figure out how your nonprofit organization’s website is performing or whether you need to adjust your digital strategy. But these are where I’d start if you’re trying to figure out why visitors aren’t clicking through on one particular call to action.
- Referrals – This tells you how visitors got to your page, such as via social media or through clicking a direct link or through search (including which keywords they searched for).
- Landing pages – This tells you which pages visitors started on. In many web analytics systems, you’ll see the percentage of visitors who entered your site from each page.
- Unique page views – This tells you the number of unique visitors who viewed that page. So as to exclude, you know, the multiple times you refreshed it trying to get your edits to show up the way you wanted.
- Bounce rates – This tells you the percentage of people who left your website from the page they landed on.
- Exit rates – This tells you the percentage of people who left your website from that page, regardless of whether they started on this or another page.
- Conversion – Some systems will let you set up a specific way to track this, but basically you’re looking for the percentage who completed a goal (making a donation, signing a petition, etc.) out of the people who went to that page or form.
Not sure if you have web analytics or how to configure them to track what you want? Consider bringing in a freelance digital marketing team to help you get off to a solid start.
Picture: Looking over the shoulder of a woman holding a white tablet, looking at some charts of metrics.
Let’s dig in deeper.
Will each of those metrics tell you something individually? Sure. But what we’re really after is the story of what those tell you when we combine them. Many web analytics tools will show you the pathway of visitors, from where they landed, through where they clicked through next, to where they left your site