Tails

Hopefully in time for the next donation campaign:

Research question:

• How users perceive the simplicity of the process when landing on the page?
• What are the different profiles of donors and how to optimize for them?
• Where do we loose people in the process? (funnel analysis)
• What kind of message and imagery is the best?

Ideas:

• Imagine scenarios of different donors
• Do usability testing: Feature #16189
• Get Andrés to work on images for:
  • /donate
  • /donate/thanks
  • Postcards
  • Donation campaign
• Write to past donors to ask for interviews? send them to a survey?
• Conversion rates:
  • /donate/thanks ÷ /donate
  • /donate/canceled ÷ /donate
  • Amount?

Next steps:

• Think more about these research questions
  • :sajolida: tries to find links about this and share them with :moire:

• :sajolida: thinks about how and when it’s better to do usability tests
  • :moire: could help with recruiting
  • Think about how to handle money (donation + incentive) if we do remote tests