With this goal in mind, the website redesign posed a very unique challenge — designing a website with special consideration for the visually impaired, who, in addition to potential donors of both financial gifts and tissue, are a major audience for the website. Major areas of focus during the design phase included enhanced readability, ease of navigation and promoting eye donation through prominent calls-to-action. The redesign also included A/B testing — two different design versions for the same website were created and then analyzed to show the effectiveness of select design elements. The A/B testing targeted specific areas of the site to evaluate the conversion rate, bounce rate, call-to-action placement and more. By analyzing the effectiveness of the site design based on the collected information, the A/B testing was able to provide valuable information — and ultimately an increase in eye donations.