{"id":98623,"date":"2022-04-14T06:00:07","date_gmt":"2022-04-14T13:00:07","guid":{"rendered":"https:\/\/thegood.com\/?page_id=98623"},"modified":"2024-08-29T13:05:09","modified_gmt":"2024-08-29T20:05:09","slug":"mercy-corps","status":"publish","type":"case-studies","link":"https:\/\/thegood.com\/results\/mercy-corps\/","title":{"rendered":"Mercy Corps Boosts User Empathy and Understanding"},"content":{"rendered":"
\"\"<\/div>
\u201cTo me, the audit is a no-brainer for the vast majority of sites. It\u2019s a really robust process that doesn\u2019t take long, and you\u2019re going to learn something really valuable.\u201d<\/div>
Mark Jacobs<\/strong>,\u00a0Director of Digital Optimization<\/em><\/div><\/div><\/div>
\n
360\u00b0<\/strong><\/div>
analysis of audience data<\/div><\/div> \n\n
1<\/div>
high-touch strategy session<\/div><\/div> \n\n
<\/div> \n<\/div> <\/div> \n\n\n
\n
\n
<\/div>\n\n\n\n

The Overview<\/h2>\n\n\n\n

Mercy Corps<\/a> is a global humanitarian aid agency serving the world\u2019s most vulnerable communities. They help people in desperate need of help respond and rebuild in the face of crises, from natural disasters to war and climate change.<\/p>\n\n\n\n

<\/div>\n\n\n\n

The Challenge<\/h2>\n\n\n\n

Mercy Corps initially reached out to The Good because they had known for some time about the thoughtful approach that The Good takes to improving the consumer experience and conversion rates, and they were excited to have that first-hand experience.<\/p>\n\n\n\n

Mercy Corps was trying to figure out how to make it easier for folks who wanted to understand the organization and take action to help them in their mission. They had a strong desire to focus on their users, so they wanted to see where website friction existed, and where they could make some significant improvements.<\/p>\n\n\n\n

Mercy Corps explained that their website acts as a welcome mat\u2014a way for visitors to get involved with them through learning, helping, or giving. Mercy Corps wanted to make this engagement process easier.<\/p>\n\n\n\n

\n

\u201cWorking with The Good was great, in terms of being highly collaborative, fun to work with, super fast, and responsive. Everything you\u2019d want from a partner.\u201c <\/p>\nMark Jacobs<\/strong>, Director of Digital Optimization, Mercy Corps<\/em><\/cite><\/blockquote>\n\n\n\n

<\/div>\n\n\n\n

The Process<\/h2>\n\n\n\n

Because Mercy Corps\u2019 primary goal was identifying their areas of opportunity, The Good performed a Digital Experience Optimization Audit\u2122<\/a>.<\/p>\n\n\n\n

\u201cThe Good did a whole lot of analysis and data collection on the Mercy Corps website,\u201d Mark said, \u201cusing not just Google Analytics, but additional analytics to find out what people were doing or not doing on our site\u2014as well as user testing to understand why they were taking those actions.\u201d<\/p>\n\n\n\n

The Good looked at a mountain of data over several weeks. This process included a full 360-degree qualitative and quantitative conversion analysis, as well as a complete assessment of website deficiencies, opportunities, and conversion barriers.<\/p>\n\n\n\n

\n

\u201cThe Good is very knowledgeable, and working with specialists like them\u2014who are focused on conversion\u2014will reveal things that you might not find otherwise.\u201d<\/p>\n<\/blockquote>\n\n\n\n

<\/div>\n\n\n\n

The Solution<\/h2>\n\n\n\n

At the end of the research process, The Good delivered a summary of their findings in a detailed strategy session. Using their conversion hierarchy framework, The Good provided not only specific recommendations for improvements, but also a mindset for Mercy Corps to approach their testing and optimization efforts moving forward.<\/p>\n\n\n\n

\n

“We\u2019ve already begun making changes and seeing results from the key takeaways of the audit.”<\/p>\n<\/blockquote>\n\n\n\n

The audit helped Mercy Corps identify opportunity gaps and target the areas where they needed to take action to improve the consumer experience and optimize for conversions.<\/p>\n\n\n\n

<\/div>\n\n\n\n

The Results<\/h2>\n\n\n\n

After the audit, Mercy Corps adopted a singular design principle of \u201cuser needs come first.\u201d Historically, the invisible influence rested more heavily on internal agency needs. The audit was a key exercise that helped Mercy Corps increase its empathy and understanding of its users, with the ultimate goal to raise more awareness and support for the world\u2019s most vulnerable communities.<\/p>\n\n\n\n

Learn more about Mercy Corps and their mission at mercycorps.org<\/a>.<\/em><\/p>\n\n\n\n

<\/div>\n\n\n\n

<\/p>\n<\/div>\n<\/div>\n

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\u201cTo me, the audit is a no-brainer for the vast majority of sites. It\u2019s a really robust process that doesn\u2019t take long, and you\u2019re going to learn something really valuable.\u201dMark Jacobs,\u00a0Director of Digital Optimization 360\u00b0analysis of audience data 1high-touch strategy session The Overview Mercy Corps is a global humanitarian aid agency serving the world\u2019s most vulnerable communities. They help people in desperate need of help respond and rebuild in the face of crises, from natural disasters to war and climate change. The Challenge Mercy Corps initially reached out to The Good because they had known for some time about the thoughtful…<\/p>\n","category_list_v2":"","author_info_v2":{"name":"","url":""},"comments_num_v2":"0 comments","yoast_head":"\nMercy Corps Boosts User Empathy and Understanding - The Good<\/title>\n<meta name=\"description\" content=\"Learn how Mercy Corps increased their user empathy and understanding with the Digital Experience Optimization Audit\u2122.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/results\/mercy-corps\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mercy Corps Boosts User Empathy and Understanding\" \/>\n<meta property=\"og:description\" content=\"Learn how Mercy Corps increased their user empathy and understanding with the Digital 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