NGO in Peru
Case Study
An environmental non-profit was rebuilding its website and struggling with low conversions and high cart abandonment. They didn't have a clear diagnosis. They brought me in during the redesign to solve it.
The design. Their working assumption was that a better-looking, redesigned website would recover lost conversions.
Client Assumption
A full set of behavioral recommendations covering positioning clarity, copywriting direction, emotional framing, competitive differentiation, and package restructuring. The redesign now had a diagnostic foundation to build on, rather than reskinning a broken communication model.
Approach/Solution
Recommendations delivered. Implementation owned by the client team with a positive increase across all metrics.
Outcome
The audit revealed the problem wasn't the cart and wasn't the design. It was the communication system behind it. Visitors couldn't clearly understand what the organization stood for, how it differed from other environmental causes, or why any specific package was worth choosing. The design was being asked to compensate for unclear positioning, weak copywriting, emotionally flat messaging, and a package architecture that didn't guide decisions. No visual redesign fixes that.
Identified Problem
Key Takeaway
If people drop off before buying, check what you're saying before you change how it looks.