Cambridge University Design / UX group

Donation Usability

Helen Sargan sent out a link to a really interesting usability article yesterday, in which Jakob Nielsen presents research that demonstrates the [in]effectiveness of many NGO websites where users are asked for donations. They fall down when the content of the site doesn’t tell the user enough to help them decide whether or not to make a donation.

Helen said,

“I know there are a number of websites in the University and Colleges who have online donation pages – this is an interesting article that might give you constructive ideas on how to present your requests for donations in order to increase donations.”

Usability is of course part of user experience, which is what we are interested in here. If I were to review the UX for a particular website, then “content” would be one of the areas I’d concentrate on. This article illustrates why that is important… in terms of revenue, in this case.


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