Audience Engagement:
Subtitle
Research & Strategy for Effective Web Design
At a Glance
Understand who your users are, what they need, and where your digital experience is falling short — so every improvement you make is grounded in evidence.
Activities include:
- User Surveys & Interviews: Go beyond analytics with direct input from the people who matter most. We gather qualitative and quantitative insights about how users experience your site, what's confusing them, and what would make them stay, return, and act.
- User Journey Mapping: Chart the path from first click to committed advocate. We identify the questions, content, and moments that move key audiences through each stage of their relationship with your organization.
- User Site Testing: Understand how real users try to complete key tasks. We surface friction points, message confusion, and missed opportunities before they cost you conversions, donations, or trust.
- Findings & Recommendations Report: Everything synthesized into a clear, prioritized roadmap your team can act on immediately.
For mission-driven marketing, communications, fundraising and digital operations leaders looking to improve website engagement and conversions.
Activities
User Surveys & Interviews
We gather qualitative and quantitative insights from two key groups:
- Internal stakeholders, to understand how staff experience your current digital tools and what they need from a redesign; and
- End users, to learn why audiences visit your site, what they're trying to accomplish, and where the experience is working or not working for them.
These insights anchor our recommendations for an updated digital strategy and ensure every investment in the website improves users' experiences.
User Journey Mapping
Chart the path from first click to committed advocate. We start by analyzing your existing data — page views, exit rates, and behavior flows — to understand how audiences actually move through your site today. Then we prepare for the future by creating:
- User motivational profiles for each key audience, so every decision is anchored in your visitors' interests and needs
- Engagement flows for each profile, with the questions, content, and calls to action that move audiences from curious visitor to active supporter
Usability Testing
We build on themes discovered during website analytics reviews and user interviews to test what's working, what isn't, and what to fix first. Key areas include:
- Site Navigation: Can users find what they're looking for within your site structure? Where do they get stuck?
- Features & Functionality: Can users interact with your site they way they expect to?
- Accessibility: Can site visitors with disabilities or using assistive technology fully engage with your site?
Our findings & recommendations report allows you to start on quick fixes and plan for more complex updates.
