iGive.com »
iGive.com is an e-commerce portal that donates a portion of each online purchase to a user's selected charitable cause. To date, iGive members have raised over $2 million for a variety of causes such as medical research, animal rescue, disaster relief and more, by buying products and services from eBay, Lands’ End, Dell, and over 680 other merchants.
A Streamlined Registration Process
Duo worked with iGive to improve the user experience by revamping the member registration process. iGive relies on user-generated content – all of the 30,000 causes are listed by members, and members list 10 – 20 new causes every day. The new registration interface employs AJAX technology to create a seamless process, allowing the user to select (or list) their cause and register - all on the same page.
Look-and-Feel
The new look-and-feel of the registration process emphasizes the human aspect of iGive's work. By highlighting visitors’ favorite causes and the amounts raised by members, the registration process serves to subtly reassure the user that iGive is a trustworthy, professional site.
Adding Analytics
Duo also worked with iGive.com to embed sophisticated conversion tracking using Google Analytics and Google Website Optimizer to truly polish the registration experience. iGive, with Duo’s assistance, continues to use these tools to improve the member conversion rate.
The Result
- iGive’s member registration conversion rate increased over 28% through the course of the project.
- Registration support costs dropped considerably (and new member satisfaction increased) because prospective members had less difficulty registering.
- The more modern interface highlighted the Web 2.0 nature of the iGive proposition for members, partner stores, and causes.
