Non-profit tech · Certified B Corp

Givergy

Mixpanel from scratch, then a weekly experiment programme with their in-house team.

givergy.com, as it looks today.

The company

A fundraising platform used by more than three thousand charities across the UK, US, Canada, Australia and Hong Kong — auctions, donations and ticketing in one place.

The brief

Deploy a tailored analytics setup and dashboards the team would actually open.
Lift the site conversion rate through structured experimentation.

Worked in

MixpanelTag ManagerHotjar

What I did

Event mapping in three phases

I set up Mixpanel and mapped the site in three blocks — awareness, acquisition and activation — rather than one enormous spreadsheet nobody could review. Their developers implemented against it.

Dashboards built to find bottlenecks

Once events were flowing the dashboards were built for one purpose: showing where the funnel narrowed. That is what generated the experiment backlog.

Weekly, with their team, not instead of it

I worked directly with their marketing manager, PPC manager and SEO manager to prioritise and ship experiments each week. Tests closed at significance and went into a playbook with the insight, the learning and the action points.

What came of it

Results.

+45%conversion rate, website visitor to lead

A Mixpanel implementation the in-house team ran without me, and an experiment playbook that outlived the engagement

Figures belong to this engagement and this client. Nothing here is an average or a benchmark, and no number appears without the work behind it described above.

“Giovanni ideated, planned, implemented and optimised several CRO tests on a monthly basis which has improved our website conversions. He fit right into our team of marketing, design and web dev. His data reporting and dashboards are comprehensive and easy to understand.”

Omoladé Bangudu · Marketing Manager, Givergy

What I took from it

The experiments were not the clever part. Agreeing the three funnel phases in writing, before a single event was implemented, was the clever part.

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