Aug 1, 2013
Many Internet donations are impulse gifts, which means nonprofits need sufficient online payment solutions. If the contribution process requires too many tedious steps, donors are likely to abandon the page, according to The Guardian.
Online donations may be small, but they can add up for charities as this form of payment gains in popularity. The simpler the process, the more likely individuals are to give, and this can make a big difference in disaster relief efforts or timely causes. If there are usability problems with an online donation form, the organization can lose potential contributions.
Why nonprofits should conduct usability testing
Fundraising revenue is extremely important for the health of the charity, so organizations need to ensure they are maximizing their digital channels. Some nonprofit managers may think usability testing is difficult and costly, but it can be conducted by anyone, npENGAGE stated.
Usability testing involves measuring whether the website is easy to use and helpful for visitors. Design decisions should be objective and based on what will create the best online experience for users rather than how the nonprofit wants the site to look and function. To test how well the site is meeting viewers' needs, charities can give an individual a task to perform on the page and measure how long it takes him or her to complete it.
Potential prospects have access to a huge amount of information on the Internet and social media, and many people are driven to donate to causes they care about rather than organizations. However, if an interested viewer lands on a nonprofit's website and can't find any information about the cause or the donation page is difficult to use, the organization can lose money. Donors want to see concise information about the charity's mission, goals and objectives before they make a contribution, according to npENGAGE.
One major usability problem for nonprofits is navigation. On many sites, viewers can't find the online donation form. A link to the donation and registration forms should appear in a visible location on the home page. Even if donors are very committed to a cause, they will not stay on a page they can't navigate. Website users also need to be confident that their credit card information is secure through nonprofits' payment processing services. If usability testing alerts organizations of problems with their sites, they should make improvements to prevent lost donations.