The Trevor Project
A conversion-focused audit and redesign to help LGBTQ+ youth and donors take action with greater clarity and confidence.
Primary Conversion Goals:
• Homepage → Reach a counselor
• Donation page → Make a donation
This audit combines CRO heuristics, behavioral psychology, and UX analysis to identify friction, clarify user intent, and shorten the path to action in high-stakes moments.
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Homepage Audit
Primary Conversion Goal: Reach a counselor
Key Problems Identified
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Emotional reassurance is strong, but urgency is implied rather than explicit
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Primary actions are visually deprioritized above the fold
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Too many competing elements dilute focus
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Trust and reassurance appear too late in the flow
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Users are asked to explore before being guided to act
My Homepage Redesign
What the Redesign Solves
Urgency & Clarity
Immediate help is clearly stated and visible above the fold.
​Shortened Path
Fewer steps between landing and reaching support.
Reduced Friction
Static cards replace carousels so options are instantly visible.
Visual Calm
Darker palette improves readability and emotional grounding.
Trust Signals
Real testimonials appear earlier to reduce hesitation.
Primary CTA
24/7 hotline access is surfaced as the main action.
Donation Page Audit
Primary Conversion Goal: Make a donation
Key Problems Identified
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Giving intent is diluted by competing content and dense copy
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Visual hierarchy does not emphasize the act of donating
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Cognitive load is high at the moment of decision
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Monthly giving is encouraged in copy but not reflected in defaults
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High price anchors increase hesitation
My Donation Page Redesign
What the Redesign Solves
Focused Attention
Primary donation action is visually prioritized.
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Clear Value Framing
Impact messaging supports amounts without overwhelming users.
​Reduced Cognitive Load
Non-essential content is de-emphasized or collapsed.
Lower Commitment Entry
Smaller, friendlier price anchors reduce friction.
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​Stronger Default Choice
Monthly giving is surfaced as the recommended option.
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Shortened Path to Giving
Fewer distractions between intent and completion.
Testing Roadmap
Utilizing PIE Framework
