WaterAid: user-centric conversion pages
Building multi-media webpages, informed by user research and insight, to drive consideration and conversion.
I built this page primarily to build understanding of the water crisis in Bangladesh with a secondary ask of donating to the WaterAid winter appeal. Using insight from previous years, the aim was to increase scroll depth, on-page engagement and click-throughs to the donate page.
- Engagement rate was up 4.5%
- Session duration was up 15%
- Average scroll depth was 60% with 12% of users viewing full page
- Conversion rate (donate clicks) was 6%
