The weight of the world rests on understanding your organization’s Web stats.

By Liz Murphy

Your online conversion rate — the percentage of Web visitors who join, give or take a desired action online — is the critical measurement of your organization’s online success. Your conversion rate tells you how well or how poorly your Web site is serving the needs of your prospective donors or members — and your organization.

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Liz Murphy Author's page With over three decades of experience, Liz Murphy serves as executive vice president of digital fundraising for Allegiance Group and Pursuant. In her role, she works closely with nonprofit leaders to create strategies and uncover untapped opportunities for growth in their online marketing strategies, advertising and digital campaigns.

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