FEATURED PROJECT
The Trevor Project
Nonprofit
CRO Audit
A/B Hypothesis
Nonprofit CRO Audit A/B Hypothesis
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CRO CASE STUDY
The Trevor Project
Crisis Support Access & Donation Flow
A CRO and UX audit focused on making it easier for LGBTQ+ young people in crisis to access counselors, while also improving the donation experience for supporters.
Nonprofit
CRO Audit
A/B Hypothesis
1
CRO AUDIT
CRISIS SUPPORT PAGE
A CRO and UX audit focused on making it easier for LGBTQ+ young people in crisis to access counselors, while also improving the donation experience for supporters.
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Conversion Goal
Ensure users can immediately understand that help is available and quickly access support resources or counselors.
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Primary Audience
LGBTQ+ youth seeking support or crisis intervention, along with parents, allies, and supporters looking for guidance and resources.
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Key Question
Can someone who needs help quickly understand where to go while they're in a heightened emotional state?
Key Findings
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CTA & Conversion
Users are not consistently guided toward the next step when they need support.
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Unclear Messaging
Support messaging is compassionate, but key information about getting help is not immediately clear.
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SYNTHESIS
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Hierarchy & Flow
Important support content competes with secondary information throughout the page.
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TEST PRIORITIZATION
What should be tested first?
A question I ask is, "What is the lowest hanging fruit?" Essentially, what change is easiest to implement with the highest impact? I've utilized the PIE framework below with my CRO audit notes.
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HIGH PRIORITY
Hero Messaging
IMPACT: High | EFFORT: Low
Clearly explaining what The Trevor Project is and providing an immediate path to support are essential for users seeking help.
HIGH/MEDIUM PRIORITY
Testimonial Updates
IMPACT: High | EFFORT: Medium
Showcase testimonials higher in the page flow and prioritize stories from people who have received support rather than volunteers.
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A/B TEST SHOWCASE
Propositioned Tests
TEST 1: HOMEPAGE MESSAGING
HYPOTHESIS: Clearer hero messaging, visible CTAs, and improved color contrast will help users understand the page faster and increase clicks to support resources.
A
CONTROL
Current homepage
KEY ISSUES
❌ Support path is not immediately clear
❌ No visible support CTA above the fold
❌ Low contrast may reduce readability
VS
B
VARIATION B
Changes implemented
KEY IMPROVEMENTS
âś… Clear support-first messaging
âś… Support CTAs visible immediately
âś… Improved readability and contrast
Test Plan
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Run for 2-3 weeks, until at least
50/50 distribution
Analyze results for statistical significance
Iterate based on learnings
Success Metrics
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Increased CTA click rate
Hotline clicks
Text support clicks