Adopt-a-Pet.com is North America’s largest nonprofit pet adoption website and that means we have millions of potential adopters visiting our website every month. In fact, we had over 50 million visitors in 2018. We’ve been collecting lots of data and asking our visitors to provide us with insights into how they think, feel, and experience pet adoption. In this session, we will get into all of the data that we have been collecting for the past several years, share specific insights into the adopter experience, and explain trends we are seeing with online pet searching. We will also share insights into the gaps between perception and reality and how your organization can boost or break your reputation with potential adopters.