30th March 2009
Charities and other non-profit organisations could do more to provide the right type of online information to encourage donations, according to usability expert Jakob Nielsen.
In his latest Alertbox column, Mr Nielsen explained that charities should provide vital information on their missions and goals on their websites, as well as details on how they use donors' money, to take advantage of the growing market for online donations.
His consultancy, Nielsen Norman Group, conducted a study that found 43 per cent of charity sites explain what they are trying to achieve on their homepages, while four per cent explain how they use donations in their operations.
It also discovered that web design usability problems relating to page clutter, confusing workflow and awkward information architecture were significant "donation killers" for some users.
"The big problem is bad content usability. So speak plainly and answer donors' main questions, and money will flow your way," Mr Nielsen stated.
Everyclick.com founder Polly Gowers recently told Business Zone that there is no reason why consumers should not be able to donate online to the charity of their choice.
Category: Bespoke Web Design
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