In today’s digital age, marketing and fundraising teams face a constant challenge: turning clicks and visits into meaningful outcomes, donations, conversions, and loyalty.
Whether you’re a fundraising manager, marketing director, or commercial lead, the question is the same: why are users dropping off?
Poor user journeys, inaccessible experiences, and disconnected platforms often mean lower engagement and missed opportunities. Yet the solution is simple: data-driven user experience (UX).
Research shows that for every $1 invested in UX, the return averages $100 — an ROI of 9,900% (Nielsen Norman Group). When organisations understand how users behave and feel, they make smarter design decisions that directly improve results.
If you struggle with any of the following:
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Low conversions, donations, or retention
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Difficulty managing or updating your website
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A lack of integration with CRM or email systems
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Inaccessible or inconsistent online experiences
… then gathering and applying the right UX data is the first step toward fixing it.
In this guide, we’ll cover why UX data matters, the best tools for collecting it, and how to use those insights to create high-performing digital experiences.
Why UX data matters — from insight to impact
Great UX is the bridge between your organisation’s goals and your users’ needs.
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UX research helps businesses and charities align what they offer with what users actually need.
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It directly influences conversion, engagement, and loyalty — helping you identify and remove friction points in your digital journeys.
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A UserTesting report notes that brands prioritising UX see significantly higher customer satisfaction and retention rates.
For charities, UX isn’t a luxury; it’s a necessity. Studies show that 60% of donors abandon a donation page if the process is too complex (NP Source). Inclusive, accessible, and emotionally engaging experiences can make or break a campaign’s success.
For marketing and growth teams, UX data unlocks something even more powerful: evidence-based decisions. Understanding what users click, where they hesitate, and why they drop off gives you the clarity to optimise journeys and drive conversions.
Two types of UX data — and why you need both
Before choosing tools, it’s important to understand the two core types of UX data.
1. Quantitative data
Quantitative UX data is measurable and numeric, encompassing metrics such as bounce rates, form abandonment rates, load times, conversion funnels, and heatmaps.
It helps you see what users are doing and pinpoint where issues occur.
According to UXCam, 70% of online businesses fail due to poor usability, highlighting the critical importance of these metrics for improvement.
2. Qualitative data
Qualitative UX data is about context, why users behave the way they do. It includes interviews, surveys, and usability testing that uncover motivations and frustrations.
As Adobe notes, pairing quantitative metrics with qualitative insights is essential for delivering experiences that connect emotionally and perform commercially.
The best tools for gathering UX data — by use case
1. Behaviour Analytics and Monitoring (Quantitative)
Start here to track how users navigate your website or app.
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Google Analytics 4 (GA4) — Essential for understanding user flow, engagement, and conversion funnels.
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Hotjar or Microsoft Clarity — Visual tools that create heatmaps and session recordings so you can see how users interact with your content.
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PageSpeed Insights — Reveals load-time issues that impact conversions and SEO.
For charities and fundraising teams, these tools are perfect for identifying where donors drop off during the giving process. For marketers, they reveal conversion friction in lead generation.
2. Usability & Feedback Tools (Qualitative + Mixed)
These help you understand why users behave a certain way.
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Maze — Prototype testing, surveys, and usability tests with actionable reporting.
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UsabilityHub / UserTesting — Real-world testing with target audiences to capture feedback on design, messaging, and usability.
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Optimal Workshop — Tree testing and card sorting for improving information architecture.
These platforms are especially powerful for nonprofits or campaign-based projects, allowing you to refine journeys before launch.
3. Journey mapping & continuous insight platforms
For teams ready to scale, integrated platforms that combine analytics, CRM data, and qualitative feedback offer a long-term advantage.
They help you build continuous “insight loops”, enabling ongoing optimisation rather than one-off fixes.
When integrated with a flexible CMS like Umbraco or connected to CRM and email platforms, you can link UX findings directly to personalisation, automation, and audience segmentation.
4. Choosing tools based on your context
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For charities & fundraising: Prioritise accessibility, donor trust, and emotional engagement. Inclusive design ensures everyone can give, regardless of ability.
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For growth & marketing teams: Focus on journey consistency and personalisation. Integrating your analytics and CRM helps tailor offers to user behaviour in real-time.
If you’re unsure where to start, our guide on turning UX data into conversions explores practical strategies for acting on these insights.
A practical roadmap for getting started
Follow this four-step approach to gather and use UX data effectively:
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Define clear goals — What are you trying to improve? Donation completion? Lead conversion? Engagement time?
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Map existing user journeys — Use your analytics tools to identify friction and drop-off points.
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Select and implement tools — Start small, combining analytics with a single usability platform.
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Act on insights and iterate — Make improvements, measure again, and build a feedback loop.
Even small UX changes — like clearer CTAs or shorter forms — can improve conversions by up to 200% (Forrester Research).
Common pitfalls to avoid
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Don’t collect data for the sake of it — tie every metric to a goal.
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Avoid overcomplicating your tech stack; it’s better to start simple and iterate.
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Ensure accessibility is built into your testing process. A more inclusive experience benefits all users.
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Share insights internally — UX data only drives value when it leads to change.
For more on accessibility and inclusive design, see our Essential Guide to Designing Accessible Websites, which explores practical steps to make your digital experiences more inclusive and compliant with new accessibility standards.
Why UX data matters for you
For fundraising and marketing teams alike, UX is a measurable growth lever:
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Charities: Better journeys = more completed donations, stronger retention, and deeper brand trust.
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Marketers: Better insight = higher conversion rates, improved customer lifetime value, and reduced churn.
In both cases, UX data helps you move from assumptions to evidence-based design, transforming your digital platforms into engines for impact and growth.
Recommended tools summary
| Use case | Tool | Why it works |
|---|---|---|
| Behaviour analytics | Google Analytics 4, Hotjar, Clarity | Quantifies drop-offs and engagement. |
| Usability & feedback | Maze, UserTesting, Optimal Workshop | Reveals why users act the way they do. |
| Journey mapping | Miro, Figma, Snaply, Google Analytics 4 | Links insights to conversion strategy. |
| Accessibility testing | Diverse user groups, audits | Ensures inclusive, barrier-free experiences. |
How we can help
At Digital Wonderlab, we help organisations turn UX data into lasting impact.
We design and build integrated websites and apps that are accessible, engaging, and seamlessly connected to your CMS and CRM systems.
We conduct UX/CX audits to uncover friction and guide data-driven improvement.
If you’re ready to transform your online experience into a powerful conversion engine, schedule a call today.
You can also explore our services in web development and app design & software to see how we can support your goals.
Conclusion
Gathering UX data isn’t optional; it’s essential for creating digital experiences that work. By combining analytics with real user feedback, your team can make smarter decisions, enhance accessibility, and drive measurable results.
UX data turns guesswork into growth, helping marketing and fundraising teams inspire action, build loyalty, and amplify their impact.
