Why your data isn’t enough
If you’re a marketing leader, fundraiser, or growth director, chances are you already track plenty of digital data — page views, bounce rates, email opens, campaign clicks.
But here’s the problem: most analytics only tell you what is happening, not why.
That’s why so many teams face the same challenges:
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Campaigns that attract traffic but don’t convert.
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Donation forms or checkout journeys abandoned halfway through.
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Websites and CRMs that don’t “talk” to each other.
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Inconsistent experiences across digital channels.
The truth is, the answers are already there in your UX (user experience) data — you just need to know how to interpret it.
The common conversion blockers
Before we talk about solutions, let’s name the pain points many marketing and growth leaders face:
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Poor user journeys → low conversions, donations, or leads.
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Disjointed platforms → website not integrated with CRM/email tools, making campaigns harder to run.
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Content bottlenecks → struggling to update or manage campaigns quickly.
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Inaccessible or non-inclusive design → excluding potential donors, supporters, or customers.
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No clear insight → unable to see where users drop off or what’s working.
Left unresolved, these issues don’t just hurt conversions — they damage brand trust and limit ROI.
How to interpret UX data like a pro
1. Look beyond the Numbers
Here’s how to turn common UX metrics into meaningful insights:
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High bounce rate → Not always “bad traffic.” Often, it means the content or call-to-action doesn’t match what users expected. Example: A landing page for a campaign brings in clicks but no donations — your message isn’t matching intent.
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Long time on page but no action → Looks like engagement, but often signals confusion. Example: Donors spend minutes on a giving page but don’t donate — instructions or asks aren’t clear.
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Drop-offs at checkout or forms → One of the clearest signals of friction. Example: Too many form fields or unclear payment options stop supporters in their tracks.
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Misclicks on non-clickable areas (from heatmaps) → Users try to interact with something they expect to be active. Example: Clicking on a logo expecting it to return home.
These aren’t just numbers, they’re user behaviours pointing to specific friction points you can fix.
2. Map the customer or donor journey
Journey mapping helps you see where people succeed — and where they abandon.
For fundraisers: this could mean spotting that supporters arrive on your donation page but leave at the payment stage.
For commercial teams: it could mean prospects visit your product page but never move into a demo request form.
Mapping makes the invisible visible — helping you focus on the fixes that matter most.
3. Connect your platforms
If your website, CRM, and email tools don’t connect, you’re flying blind.
By integrating platforms (e.g. Umbraco CMS with Pardot, Mailchimp, or donation tools), you unlock:
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Seamless lead capture — no more double entry.
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Smarter targeting — emails tailored to behaviour.
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Clear ROI reporting — know which campaigns drive donations or sales.
This is where growth stops being guesswork and starts being measurable.
4. Accessibility and inclusive design
Accessibility isn’t just compliance — it’s conversion.
If your website is inaccessible, you’re excluding entire groups of users. Simple fixes like clear contrast, alt text, and inclusive content design not only widen your reach but also improve usability for everyone.
Fundraisers benefit by making giving easier for all. Growth teams benefit by making journeys seamless across audiences.
5. Test, optimise, personalise
The best-performing organisations treat UX as continuous improvement, not a one-off project.
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Conversion Rate Optimisation (CRO): Run A/B tests on forms, CTAs, and content to see what drives action.
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Personalisation: Use data to serve tailored experiences, whether that’s campaign asks for donors or product recommendations for prospects.
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Iterative testing: Small, quick changes add up to big wins.
The tools that make it happen
The right foundation makes interpreting and acting on UX data easier:
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Umbraco CMS → flexible, scalable content management that marketers can actually use.
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CRM and donation platform integrations → unify data for campaigns and reporting.
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Bespoke campaign apps/web tools → deliver unique experiences that cut through.
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Analytics & AI → track behaviour, predict outcomes, and automate tasks.
Why this matters for leaders
For Marketing & Fundraising Leaders:
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Increase donations and campaign conversions by reducing friction.
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Build accessible, on-brand experiences that inspire trust.
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Prove ROI by linking campaigns directly to results.
For Sales & Business Development Leaders:
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Capture and convert more leads with seamless journeys.
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Personalise offers and messaging to prospects.
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Unlock visibility into every stage of the customer journey.
FAQs
How can UX data improve fundraising campaigns?
By showing exactly where donors drop off (e.g. form steps, payment issues), UX data helps remove friction and increase completion rates.
What’s the best CMS for marketing teams?
As Umbraco Platinum Partners, we always recommend a CMS like Umbraco makes content easier to update, integrate with CRM/email tools, and add products like Umbraco Engage to create user profiles, personalisation and A/B testing.
How do I integrate my CRM with my website?
Through API-based integrations. This connects your website forms with CRMs like Salesforce, HubSpot, or donation platforms, giving you a single view of supporters.
What’s the difference between UX and CRO?
UX focuses on designing smooth, inclusive journeys. CRO uses data and testing to continually improve conversion rates. Together, they maximise ROI.
Conclusion
Your users are already telling you what they need — through their clicks, drop-offs, and journeys. By interpreting UX data and connecting it with the right tools, you can transform poor journeys into powerful conversion engines.
Ready to turn your UX data into action?
We help organisations like yours design inclusive, integrated, and insight-driven digital experiences that inspire action, build loyalty, and amplify impact. Let's talk.
