Case Study: Blackbaud improves website navigation and demo conversion with Userlytics

Blackbaud improves demo conversion with Userlytics after 60-minute usability interviews

Blackbaud, a leader in software solutions for social impact organizations, partnered with Userlytics to assess the user experience of its website. The primary challenge was to identify user pain points with website navigation and a low conversion rate on a demo request form. Userlytics utilized its moderated usability testing service alongside the Mouseflow analytics platform to uncover the reasons behind user struggle and drop-off.

Userlytics conducted moderated usability studies, recruiting users from Blackbaud's target sectors. The research revealed that navigation required prior knowledge of the company's offerings and that users abandoned pages when asked for information prematurely. The key insight was that the demo form itself was not the issue; instead, users needed more informational content before being willing to provide their details. This finding allowed Blackbaud to understand the root cause of its low conversion and focus on providing information to users earlier in their journey.

Blackbaud