As an organization focused on highlighting specific cases of human rights abuses, it goes without saying that Amnesty International Canada is reliant on their online advocacy program to advance their mission.

In order to to balance their business needs with the needs of their supporters, I proposed a solution that included several improvements to the overall user experience.

User Experience Components

Incremental data capture/ Auto complete

By linking the forms into the CRM we were able to check for what information we have for users, and only ask them for data that we don’t have. This reduced the number of form fields needed on the form, reducing a significant barrier for completion rates. This approach has also boosted form completion rates and allowed Amnesty to collect a valid phone number from 65% of signatories. This approach also boosted address collection rates by 10%.

Ever present forms

By allowing the form to scroll with desktop users as they read content on the page, we’ve ensured that users who need more information before taking action can do so immediately.

Mobile Responsiveness

By collapsing the form and fixing the call to action at the bottom of mobile browser windows, we increased mobile completion rates by 100%.

increase in the conversion rate for mobile users
of signatories provided a valid phone number
increase in address completion rates

Jeremy helped us bring our electronic actions to a new level and helped us understand how vital optimization and post-action templates are to our activism model at Amnesty.

We owe Jeremy a great debt for helping us introduce pre-populated data fields and smart data techniques to achieve our goals of maximizing form completions and acquisition of priority data sets.

Andrew Bales Digital Communications Manager, Amnesty International Canada