Case Study: Autism Society of America achieves improved user experience and donor conversion with Convio

Autism Society of America - Customer Case Study

The Autism Society of America (ASA), the oldest and largest U.S. membership organization focused on Autism Spectrum Disorder (about 190,000 members and 182 chapters), faced a sharp rise in traffic after the 2007 CDC prevalence announcement but struggled to convert visitors, and saw its search rankings slip from first/second to third/fourth. ASA’s homepage failed to communicate the organization’s name, mission, priorities or clear calls to action, undermining donor conversion and constituent engagement; leadership set goals to “Search — Convert — and Conquer” by improving SEO, usability and fundraising outcomes.

Working with Convio on a data-driven Web Site Expert Review, ASA conducted stakeholder and user interviews, focus groups, personas, card-sorting, analytics and heuristic usability testing to build a new information architecture, user decision paths, wireframes and prototype-tested visual designs, followed by QA. The redesign produced clearer navigation and content pathways tailored to key audiences, positioning ASA to improve search rankings, increase donor conversions and make it easier for constituents to find critical information and get involved.

Autism Society of America

Kirst-Colston

Director of Communications