@BeateSorum http://about.me/beatesorum
FROM GOOD
INTENTIONS
TO MORE
DONATIONS
about.me/BeateSorumabout.me/BeateSorum
@BeateSorum
♥Internet
@BeateSorum http://about.me/beatesorum
• Finance research
• Cancer care
• Prevention
• Advocacy
• Information
• Fighting c...
@BeateSorum http://about.me/beatesorum
about.me/BeateSorum
@BeateSorum http://about.me/beatesorum
«If you have decided to give,
surely you will do that even
if the form is a bit lon...
@BeateSorum http://about.me/beatesorum
«If you have decided to give,
surely you will do that even
if the form is a bit lon...
Slide by Netlife Research / @idaaa
Foto: Flickr-user wippetywu CC-BY
Slide by Netlife Research / @idaaa
Foto: Flickr-user Angermann CC-BY-SA
Slide by Netlife Research / @idaaa
Do i REALLY want
a hot-dog?
Foto: Flickr-user Angermann CC-BY-SA
Slide by Netlife Research / @idaaa
@BeateSorum http://about.me/beatesorum
Making a 

donation is usually
an emotional
decision - not a
rational one.
@BeateSorum http://about.me/beatesorum
People have gone
from meaning well
to doing well.
@BeateSorum http://about.me/beatesorum
The new Cancer Society
website was A Big Deal
• 6 year old website
• 6 year old bac...
@BeateSorum http://about.me/beatesorum
Why do we
have a
website?
@BeateSorum http://about.me/beatesorum
Website goals
@BeateSorum http://about.me/beatesorum
1. Ensure support for patients and next of kind
Website goals
@BeateSorum http://about.me/beatesorum
1. Ensure support for patients and next of kind
2. Increase knowlegde about cancer ...
@BeateSorum http://about.me/beatesorum
1. Ensure support for patients and next of kind
2. Increase knowlegde about cancer ...
@BeateSorum http://about.me/beatesorum
1. Ensure support for patients and next of kind
2. Increase knowlegde about cancer ...
@BeateSorum http://about.me/beatesorum
1. Ensure support for patients and next of kind
2. Increase knowlegde about cancer ...
@BeateSorum http://about.me/beatesorum
1. Ensure support for patients and next of kind
2. Increase knowlegde about cancer ...
@BeateSorum http://about.me/beatesorum
What do the
users want?
0% 1% 2% 3% 4% 5% 6%
Treatment
Symptoms
Prevention
Cancer forms
Latest research
Choosing a hospital
Patient rights
Next of...
0% 1% 2% 3% 4% 5% 6%
Treatment
Symptoms
Prevention
Cancer forms
Latest research
Choosing a hospital
Donate
Volunteer
In me...
0% 1% 2% 3% 4% 5% 6%
Treatment
Symptoms
Prevention
Cancer forms
Latest research
Choosing a hospital
Donate
Volunteer
In me...
User
tasks
Business
goals
«The Core Model», by Netlife Research
User
tasks
Business
goals
«The Core Model», by Netlife Research
User
tasks
Business
goals
«The Core Model», by Netlife Research
User
tasks
Business
goals
«The Core Model», by Netlife Research
User
tasks
Core pages
Business
goals
«The Core Model», by Netlife Research
User
tasks
Core pages
«Lung cancer»
Business
goals
«The Core Model», by Netlife Research
User
tasks
Core pages
«Lung cancer»«Donate»
Business
goals
«The Core Model», by Netlife Research
User
tasks
Core pages
«Lung cancer»«Donate»
Business
goals
«The Core Model», by Netlife Research
@BeateSorum http://about.me/beatesorum
Home page
Source: @IdaAa at Netlife Research
@BeateSorum http://about.me/beatesorum
Home page
Source: @IdaAa at Netlife Research
@BeateSorum http://about.me/beatesorum
Home page
Source: @IdaAa at Netlife Research
@BeateSorum http://about.me/beatesorum
Home page
Source: @IdaAa at Netlife Research
@BeateSorum http://about.me/beatesorum
Home page
Source: @IdaAa at Netlife Research
@BeateSorum http://about.me/beatesorum
Home page
Source: @IdaAa at Netlife Research
@BeateSorum http://about.me/beatesorum
Home page
@BeateSorum http://about.me/beatesorum
Home page
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
A lot of
users never
see any
other page
@BeateSorum http://about.me/beatesorum
Googled
A lot of
users never
see any
other page
@BeateSorum http://about.me/beatesorum
Googled
Facebook
A lot of
users never
see any
other page
@BeateSorum http://about.me/beatesorum
Googled
Facebook
A lot of
users never
see any
other page
@BeateSorum http://about.me/beatesorum
?
?Googled
Facebook
A lot of
users never
see any
other page
@BeateSorum http://about.me/beatesorum«The Core Model», by Netlife Research
@BeateSorum http://about.me/beatesorum
All the cred to
these guys!
«The Core Model», by Netlife Research
@BeateSorum http://about.me/beatesorum«The Core Model», by Netlife Research
@BeateSorum http://about.me/beatesorum«The Core Model», by Netlife Research
@BeateSorum http://about.me/beatesorum
Mobile first
forces you
to make
priorities
«The Core Model», by Netlife Research
@BeateSorum http://about.me/beatesorumSketches and prototypes by Netlife Research
@BeateSorum http://about.me/beatesorum
Only
real
content
Sketches and prototypes by Netlife Research
@BeateSorum http://about.me/beatesorum
lung
cancer
Googled
Blog
post
Facebook
@BeateSorum http://about.me/beatesorum
Chat
with
nurse
lung
cancer
Googled
Blog
post
Facebook
@BeateSorum http://about.me/beatesorum
Chat
with
nurse
lung
cancer
Googled
Blog
post
Facebook
Goal 1: 

Support
@BeateSorum http://about.me/beatesorum
Chat
with
nurse
lung
cancer
Googled
DonateBlog
post
Facebook
Goal 1: 

Support
@BeateSorum http://about.me/beatesorum
Chat
with
nurse
lung
cancer
Googled
DonateBlog
post
Facebook
Goal 1: 

Support
Goal...
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
New
governance
model
@BeateSorum http://about.me/beatesorum
The five questions
@BeateSorum http://about.me/beatesorum
The five questions
1. Who is the target audience for this content?
@BeateSorum http://about.me/beatesorum
The five questions
1. Who is the target audience for this content?
2. What is the u...
@BeateSorum http://about.me/beatesorum
The five questions
1. Who is the target audience for this content?
2. What is the u...
@BeateSorum http://about.me/beatesorum
The five questions
1. Who is the target audience for this content?
2. What is the u...
@BeateSorum http://about.me/beatesorum
The five questions
1. Who is the target audience for this content?
2. What is the u...
@BeateSorum http://about.me/beatesorum
An overall much better
website, that lets users do
what they came for first -
which...
https://www.youtube.com/watch?v=3Sk7cOqB9Dk
https://www.youtube.com/watch?v=3Sk7cOqB9Dk
@BeateSorum http://about.me/beatesorum
- Luke Wroblewski 

Web Form Design (2008)
«THE BEST FORMS
ARE INVISIBLE»
@BeateSorum http://about.me/beatesorum
FORMS THAT ARE
EASY TO UNDERSTAND
@BeateSorum http://about.me/beatesorum
First name
Last name
Adress
Zip code
City
Reset Submit
We can improve this form!
@BeateSorum http://about.me/beatesorum
First name
Last name
Adress
Zip code
City
Reset Submit
Field length should hint of ...
@BeateSorum http://about.me/beatesorum
First name
Last name
Adress
Zip code
City
Reset Submit
Group fields that belong tog...
@BeateSorum http://about.me/beatesorum
First name
Last name
Adress
Zip code
City
Delete Donate
Buttons must say what they ...
@BeateSorum http://about.me/beatesorum
First name
Last name
Adress
Zip code
City
Donate >
Preferred action should be promi...
@BeateSorum http://about.me/beatesorum
First name
Last name
Adress
Zip code
City
Donate >
Remove buttons that hurt more th...
@BeateSorum http://about.me/beatesorum
First name
Last name
Adress
Zip code
City
Donate >
Remove buttons that hurt more th...
@BeateSorum http://about.me/beatesorum
First name
Last name
Adress
Zip code
City
Donate >
Remove buttons that hurt more th...
@BeateSorum http://about.me/beatesorum
First name
Last name
Adress
Zip code
City
Donate >
Right-align for easy scanning

a...
@BeateSorum http://about.me/beatesorum
First name
Last name
Adress
Zip code
City
Donate >
@BeateSorum http://about.me/beatesorum
Donate >
First name
Last name
Adress
Zip code
City
@BeateSorum http://about.me/beatesorum
Donate >
First name
Last name
Zip code
City
|
@BeateSorum http://about.me/beatesorum
Donate >
First name
Last name
Zip code
City
Don’t EVER do this!
|
@BeateSorum http://about.me/beatesorum
First name
Last name
Adress
A zip code can only 

have 5 digits
Zip code
Clearly sh...
@BeateSorum http://about.me/beatesorum
Slide by Netlife Research / @idaaa
DON’T ASK FOR MORE
THAN NECESSARY
@BeateSorum http://about.me/beatesorum
by-nc-sa/2.0/
flickr.com/photos/jasonpearce/29251002/
@BeateSorum http://about.me/beatesorum
Just because the
database has a
field for it,
doesn’t mean
you have to ask
for it.
...
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
What’s the
least amount
you can get
away with?
Slide by Netlife Research / @idaaa
Twice as
many filled in
the form
Slide by Netlife Research / @idaaa
Slide by Netlife Research / @idaaa
From 11 to 4
fields - 160%
increase in
contacts
Slide by Netlife Research / @idaaa
@BeateSorum http://about.me/beatesorum
Every extra input field
damages your conversions.
Slide by Netlife Research / @idaaa
Don’t ask
what you can
get rid off.
Ask what you
need.
@BeateSorum http://about.me/beatesorum
MAKE ME WANT TO
FILL OUT THE FORM
@BeateSorum http://about.me/beatesorum
- Luke Wroblewski 

Web Form Design (2008 p.28)
«THINK OF FORMS AS
A CONVERSATION»
...
Foto: Flickr-bruker Lancastrian CC-BY-SA
What kind of
conversation
do we want?
Slide by Netlife Research / @idaaa
@BeateSorum http://about.me/beatesorum
Forms as a conversation
Slide by Netlife Research / @idaaa
@BeateSorum http://about.me/beatesorum
Forms as a conversation
• The questions should be a natural
part of the conversatio...
@BeateSorum http://about.me/beatesorum
Forms as a conversation
• The questions should be a natural
part of the conversatio...
@BeateSorum http://about.me/beatesorum
Forms as a conversation
• The questions should be a natural
part of the conversatio...
@BeateSorum http://about.me/beatesorum
Forms as a conversation
• The questions should be a natural
part of the conversatio...
@BeateSorum http://about.me/beatesorum
MAKE SURE IT
WORKS
Family membership
@BeateSorum http://about.me/beatesorum
Make sure it works
@BeateSorum http://about.me/beatesorum
• A/B-testing
Make sure it works
@BeateSorum http://about.me/beatesorum
• A/B-testing
• User testing
Make sure it works
@BeateSorum http://about.me/beatesorum
• A/B-testing
• User testing
• Funnel-analysis
Make sure it works
@BeateSorum http://about.me/beatesorum
• A/B-testing
• User testing
• Funnel-analysis
• Talk to customer service
Make sure...
@BeateSorum http://about.me/beatesorum
Forms=good.
Now what?
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
The
paradox of
choice
@BeateSorum http://about.me/beatesorum
The idea that
more choices
actually lead to
fewer actions.
The
paradox of
choice
Donate now!Recurring giftSponsor a child
Become a
member
Volunteer
Follow us on Facebook Subscribe to newsletter
Order bro...
Donate now!
RecurringSponsor Member Volunteer
Follow on facebook Subscribe
Order Download app
Join our #instagram competit...
One-off
donations
+198%
One-off
donations
+198%
New regular
donors
+288%
One-off
donations
+198%
New regular
donors
+288%
Annual value
new regular
donors
+382%
New
members
+107%
about.me/BeateSorum
Text donations
53 %
Web donations
phone
16 %
Web donations
tablet
6 %
Web donations
desktop
25 %
Even ...
@BeateSorum http://about.me/beatesorum
Christmas appeal
@BeateSorum http://about.me/beatesorum
Christmas appeal
15%
@BeateSorum http://about.me/beatesorum
Christmas appeal
15% 17%
@BeateSorum http://about.me/beatesorum
Christmas appeal
15% 17% 10%
@BeateSorum http://about.me/beatesorum
Context is more important than device
Member
recruitment
from
Facebook
@BeateSorum http://about.me/beatesorum
Context is more important than device
2,5%
Member
recruitment
from
Facebook
@BeateSorum http://about.me/beatesorum
Context is more important than device
2,5%
6,5%
Member
recruitment
from
Facebook
@BeateSorum http://about.me/beatesorum
Context is more important than device
2,5%
6,5% 7,3%
Member
recruitment
from
Facebo...
@BeateSorum http://about.me/beatesorum
Means we can
create dedicated
landing pages
Portable
forms
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
Nudge!
Annual value of new regular donors
2011 2012 2013 2014 (May)
Annual value of new regular donors
2011 2012 2013 2014 (May)
Annual value of new regular donors
2011 2012 2013 2014 (May)
Launch 

September
Annual value of new regular donors
2011 2012 2013 2014 (May)
Launch 

September
Annual value of new regular donors
2011 2012 2013 2014 (May)
Launch 

September
Annual value of new regular donors
Never under-estimate defaults!
0
10
20
30
40
50
60
70
80
90
100
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun...
0
10
20
30
40
50
60
70
80
90
100
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun...
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
@BeateSorum http://about.me/beatesorum
about.me/
beatesorum
How to fix your website to get more donations - french fundraising conference
How to fix your website to get more donations - french fundraising conference
How to fix your website to get more donations - french fundraising conference
How to fix your website to get more donations - french fundraising conference
How to fix your website to get more donations - french fundraising conference
How to fix your website to get more donations - french fundraising conference
How to fix your website to get more donations - french fundraising conference
How to fix your website to get more donations - french fundraising conference
How to fix your website to get more donations - french fundraising conference
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How to fix your website to get more donations - french fundraising conference

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Fix donation forms, work with core pages, eliminate the paradox of choice, be mobile friendly - and your organizations website will raise a lot more money! Step by step instructions and a walk through the Norwegian Cancer Society case study.

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How to fix your website to get more donations - french fundraising conference

  1. 1. @BeateSorum http://about.me/beatesorum FROM GOOD INTENTIONS TO MORE DONATIONS
  2. 2. about.me/BeateSorumabout.me/BeateSorum @BeateSorum ♥Internet
  3. 3. @BeateSorum http://about.me/beatesorum • Finance research • Cancer care • Prevention • Advocacy • Information • Fighting cancer globally Norwegian Cancer Society
  4. 4. @BeateSorum http://about.me/beatesorum
  5. 5. about.me/BeateSorum
  6. 6. @BeateSorum http://about.me/beatesorum «If you have decided to give, surely you will do that even if the form is a bit long»
  7. 7. @BeateSorum http://about.me/beatesorum «If you have decided to give, surely you will do that even if the form is a bit long» Wrong!
  8. 8. Slide by Netlife Research / @idaaa
  9. 9. Foto: Flickr-user wippetywu CC-BY Slide by Netlife Research / @idaaa
  10. 10. Foto: Flickr-user Angermann CC-BY-SA Slide by Netlife Research / @idaaa
  11. 11. Do i REALLY want a hot-dog? Foto: Flickr-user Angermann CC-BY-SA Slide by Netlife Research / @idaaa
  12. 12. @BeateSorum http://about.me/beatesorum Making a 
 donation is usually an emotional decision - not a rational one.
  13. 13. @BeateSorum http://about.me/beatesorum People have gone from meaning well to doing well.
  14. 14. @BeateSorum http://about.me/beatesorum The new Cancer Society website was A Big Deal • 6 year old website • 6 year old back-end • 6 year old editorial structure • Innumeral stakeholders
  15. 15. @BeateSorum http://about.me/beatesorum Why do we have a website?
  16. 16. @BeateSorum http://about.me/beatesorum Website goals
  17. 17. @BeateSorum http://about.me/beatesorum 1. Ensure support for patients and next of kind Website goals
  18. 18. @BeateSorum http://about.me/beatesorum 1. Ensure support for patients and next of kind 2. Increase knowlegde about cancer and prevention Website goals
  19. 19. @BeateSorum http://about.me/beatesorum 1. Ensure support for patients and next of kind 2. Increase knowlegde about cancer and prevention 3. More people using our services, online Website goals
  20. 20. @BeateSorum http://about.me/beatesorum 1. Ensure support for patients and next of kind 2. Increase knowlegde about cancer and prevention 3. More people using our services, online 4. Improve the NCS reputation • (Hereunder raising more money and recruiting more members) Website goals
  21. 21. @BeateSorum http://about.me/beatesorum 1. Ensure support for patients and next of kind 2. Increase knowlegde about cancer and prevention 3. More people using our services, online 4. Improve the NCS reputation • (Hereunder raising more money and recruiting more members) Website goals Grumpy fundraiser!
  22. 22. @BeateSorum http://about.me/beatesorum 1. Ensure support for patients and next of kind 2. Increase knowlegde about cancer and prevention 3. More people using our services, online 4. Improve the NCS reputation • (Hereunder raising more money and recruiting more members) Website goals Grumpy fundraiser!
  23. 23. @BeateSorum http://about.me/beatesorum What do the users want?
  24. 24. 0% 1% 2% 3% 4% 5% 6% Treatment Symptoms Prevention Cancer forms Latest research Choosing a hospital Patient rights Next of kin, advice Waiting time Dietary prevention 6 of 79 tasks = 25 % of votes Source:Top task analysis done by Netlife Research
  25. 25. 0% 1% 2% 3% 4% 5% 6% Treatment Symptoms Prevention Cancer forms Latest research Choosing a hospital Donate Volunteer In memoriam Legacy Fundraising at the bottom of the list :( Source:Top task analysis done by Netlife Research
  26. 26. 0% 1% 2% 3% 4% 5% 6% Treatment Symptoms Prevention Cancer forms Latest research Choosing a hospital Donate Volunteer In memoriam Legacy Fundraising at the bottom of the list :( Source:Top task analysis done by Netlife Research
  27. 27. User tasks Business goals «The Core Model», by Netlife Research
  28. 28. User tasks Business goals «The Core Model», by Netlife Research
  29. 29. User tasks Business goals «The Core Model», by Netlife Research
  30. 30. User tasks Business goals «The Core Model», by Netlife Research
  31. 31. User tasks Core pages Business goals «The Core Model», by Netlife Research
  32. 32. User tasks Core pages «Lung cancer» Business goals «The Core Model», by Netlife Research
  33. 33. User tasks Core pages «Lung cancer»«Donate» Business goals «The Core Model», by Netlife Research
  34. 34. User tasks Core pages «Lung cancer»«Donate» Business goals «The Core Model», by Netlife Research
  35. 35. @BeateSorum http://about.me/beatesorum Home page Source: @IdaAa at Netlife Research
  36. 36. @BeateSorum http://about.me/beatesorum Home page Source: @IdaAa at Netlife Research
  37. 37. @BeateSorum http://about.me/beatesorum Home page Source: @IdaAa at Netlife Research
  38. 38. @BeateSorum http://about.me/beatesorum Home page Source: @IdaAa at Netlife Research
  39. 39. @BeateSorum http://about.me/beatesorum Home page Source: @IdaAa at Netlife Research
  40. 40. @BeateSorum http://about.me/beatesorum Home page Source: @IdaAa at Netlife Research
  41. 41. @BeateSorum http://about.me/beatesorum Home page
  42. 42. @BeateSorum http://about.me/beatesorum Home page
  43. 43. @BeateSorum http://about.me/beatesorum
  44. 44. @BeateSorum http://about.me/beatesorum A lot of users never see any other page
  45. 45. @BeateSorum http://about.me/beatesorum Googled A lot of users never see any other page
  46. 46. @BeateSorum http://about.me/beatesorum Googled Facebook A lot of users never see any other page
  47. 47. @BeateSorum http://about.me/beatesorum Googled Facebook A lot of users never see any other page
  48. 48. @BeateSorum http://about.me/beatesorum ? ?Googled Facebook A lot of users never see any other page
  49. 49. @BeateSorum http://about.me/beatesorum«The Core Model», by Netlife Research
  50. 50. @BeateSorum http://about.me/beatesorum All the cred to these guys! «The Core Model», by Netlife Research
  51. 51. @BeateSorum http://about.me/beatesorum«The Core Model», by Netlife Research
  52. 52. @BeateSorum http://about.me/beatesorum«The Core Model», by Netlife Research
  53. 53. @BeateSorum http://about.me/beatesorum Mobile first forces you to make priorities «The Core Model», by Netlife Research
  54. 54. @BeateSorum http://about.me/beatesorumSketches and prototypes by Netlife Research
  55. 55. @BeateSorum http://about.me/beatesorum Only real content Sketches and prototypes by Netlife Research
  56. 56. @BeateSorum http://about.me/beatesorum lung cancer Googled Blog post Facebook
  57. 57. @BeateSorum http://about.me/beatesorum Chat with nurse lung cancer Googled Blog post Facebook
  58. 58. @BeateSorum http://about.me/beatesorum Chat with nurse lung cancer Googled Blog post Facebook Goal 1: 
 Support
  59. 59. @BeateSorum http://about.me/beatesorum Chat with nurse lung cancer Googled DonateBlog post Facebook Goal 1: 
 Support
  60. 60. @BeateSorum http://about.me/beatesorum Chat with nurse lung cancer Googled DonateBlog post Facebook Goal 1: 
 Support Goal 4: 
 Reputation
  61. 61. @BeateSorum http://about.me/beatesorum
  62. 62. @BeateSorum http://about.me/beatesorum
  63. 63. @BeateSorum http://about.me/beatesorum
  64. 64. @BeateSorum http://about.me/beatesorum New governance model
  65. 65. @BeateSorum http://about.me/beatesorum The five questions
  66. 66. @BeateSorum http://about.me/beatesorum The five questions 1. Who is the target audience for this content?
  67. 67. @BeateSorum http://about.me/beatesorum The five questions 1. Who is the target audience for this content? 2. What is the user need/task?
  68. 68. @BeateSorum http://about.me/beatesorum The five questions 1. Who is the target audience for this content? 2. What is the user need/task? 3. What business goal does this cover?
  69. 69. @BeateSorum http://about.me/beatesorum The five questions 1. Who is the target audience for this content? 2. What is the user need/task? 3. What business goal does this cover? 4. How will the content be found and used? (describe a user case)
  70. 70. @BeateSorum http://about.me/beatesorum The five questions 1. Who is the target audience for this content? 2. What is the user need/task? 3. What business goal does this cover? 4. How will the content be found and used? (describe a user case) 5. Why is the website the right channel for this content?
  71. 71. @BeateSorum http://about.me/beatesorum An overall much better website, that lets users do what they came for first - which is a big contributor to more donations.
  72. 72. https://www.youtube.com/watch?v=3Sk7cOqB9Dk
  73. 73. https://www.youtube.com/watch?v=3Sk7cOqB9Dk
  74. 74. @BeateSorum http://about.me/beatesorum - Luke Wroblewski 
 Web Form Design (2008) «THE BEST FORMS ARE INVISIBLE»
  75. 75. @BeateSorum http://about.me/beatesorum FORMS THAT ARE EASY TO UNDERSTAND
  76. 76. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Reset Submit We can improve this form!
  77. 77. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Reset Submit Field length should hint of content
  78. 78. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Reset Submit Group fields that belong together
  79. 79. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Delete Donate Buttons must say what they actually do
  80. 80. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Donate > Preferred action should be prominent Delete
  81. 81. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Donate > Remove buttons that hurt more than help Let me throw away all the work I just did
  82. 82. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Donate > Remove buttons that hurt more than help
  83. 83. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Donate > Remove buttons that hurt more than help
  84. 84. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Donate > Right-align for easy scanning
 and reading
  85. 85. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Donate >
  86. 86. @BeateSorum http://about.me/beatesorum Donate > First name Last name Adress Zip code City
  87. 87. @BeateSorum http://about.me/beatesorum Donate > First name Last name Zip code City |
  88. 88. @BeateSorum http://about.me/beatesorum Donate > First name Last name Zip code City Don’t EVER do this! |
  89. 89. @BeateSorum http://about.me/beatesorum First name Last name Adress A zip code can only 
 have 5 digits Zip code Clearly show what went wrong, and how to fix it There is an error. Please correct the highlighted field below.! !
  90. 90. @BeateSorum http://about.me/beatesorum Slide by Netlife Research / @idaaa DON’T ASK FOR MORE THAN NECESSARY
  91. 91. @BeateSorum http://about.me/beatesorum by-nc-sa/2.0/ flickr.com/photos/jasonpearce/29251002/
  92. 92. @BeateSorum http://about.me/beatesorum Just because the database has a field for it, doesn’t mean you have to ask for it. by-nc-sa/2.0/ flickr.com/photos/jasonpearce/29251002/
  93. 93. @BeateSorum http://about.me/beatesorum
  94. 94. @BeateSorum http://about.me/beatesorum
  95. 95. @BeateSorum http://about.me/beatesorum
  96. 96. @BeateSorum http://about.me/beatesorum
  97. 97. @BeateSorum http://about.me/beatesorum
  98. 98. @BeateSorum http://about.me/beatesorum
  99. 99. @BeateSorum http://about.me/beatesorum
  100. 100. What’s the least amount you can get away with?
  101. 101. Slide by Netlife Research / @idaaa
  102. 102. Twice as many filled in the form Slide by Netlife Research / @idaaa
  103. 103. Slide by Netlife Research / @idaaa
  104. 104. From 11 to 4 fields - 160% increase in contacts Slide by Netlife Research / @idaaa
  105. 105. @BeateSorum http://about.me/beatesorum Every extra input field damages your conversions. Slide by Netlife Research / @idaaa
  106. 106. Don’t ask what you can get rid off. Ask what you need.
  107. 107. @BeateSorum http://about.me/beatesorum MAKE ME WANT TO FILL OUT THE FORM
  108. 108. @BeateSorum http://about.me/beatesorum - Luke Wroblewski 
 Web Form Design (2008 p.28) «THINK OF FORMS AS A CONVERSATION» Slide by Netlife Research / @idaaa
  109. 109. Foto: Flickr-bruker Lancastrian CC-BY-SA What kind of conversation do we want? Slide by Netlife Research / @idaaa
  110. 110. @BeateSorum http://about.me/beatesorum Forms as a conversation Slide by Netlife Research / @idaaa
  111. 111. @BeateSorum http://about.me/beatesorum Forms as a conversation • The questions should be a natural part of the conversation Slide by Netlife Research / @idaaa
  112. 112. @BeateSorum http://about.me/beatesorum Forms as a conversation • The questions should be a natural part of the conversation • If you ask understandable questions, you will get answers Slide by Netlife Research / @idaaa
  113. 113. @BeateSorum http://about.me/beatesorum Forms as a conversation • The questions should be a natural part of the conversation • If you ask understandable questions, you will get answers • Explain why you need to know what you are asking about Slide by Netlife Research / @idaaa
  114. 114. @BeateSorum http://about.me/beatesorum Forms as a conversation • The questions should be a natural part of the conversation • If you ask understandable questions, you will get answers • Explain why you need to know what you are asking about • Follow-up questions are best asked after the form has been sent Slide by Netlife Research / @idaaa
  115. 115. @BeateSorum http://about.me/beatesorum MAKE SURE IT WORKS
  116. 116. Family membership
  117. 117. @BeateSorum http://about.me/beatesorum Make sure it works
  118. 118. @BeateSorum http://about.me/beatesorum • A/B-testing Make sure it works
  119. 119. @BeateSorum http://about.me/beatesorum • A/B-testing • User testing Make sure it works
  120. 120. @BeateSorum http://about.me/beatesorum • A/B-testing • User testing • Funnel-analysis Make sure it works
  121. 121. @BeateSorum http://about.me/beatesorum • A/B-testing • User testing • Funnel-analysis • Talk to customer service Make sure it works
  122. 122. @BeateSorum http://about.me/beatesorum Forms=good. Now what?
  123. 123. @BeateSorum http://about.me/beatesorum
  124. 124. @BeateSorum http://about.me/beatesorum
  125. 125. @BeateSorum http://about.me/beatesorum
  126. 126. @BeateSorum http://about.me/beatesorum The paradox of choice
  127. 127. @BeateSorum http://about.me/beatesorum The idea that more choices actually lead to fewer actions. The paradox of choice
  128. 128. Donate now!Recurring giftSponsor a child Become a member Volunteer Follow us on Facebook Subscribe to newsletter Order brochure Download app Join our #Instagram competition
  129. 129. Donate now! RecurringSponsor Member Volunteer Follow on facebook Subscribe Order Download app Join our #instagram competition
  130. 130. One-off donations +198%
  131. 131. One-off donations +198% New regular donors +288%
  132. 132. One-off donations +198% New regular donors +288% Annual value new regular donors +382%
  133. 133. New members +107%
  134. 134. about.me/BeateSorum Text donations 53 % Web donations phone 16 % Web donations tablet 6 % Web donations desktop 25 % Even more important on small screens Cold Water 
 Challenge
  135. 135. @BeateSorum http://about.me/beatesorum Christmas appeal
  136. 136. @BeateSorum http://about.me/beatesorum Christmas appeal 15%
  137. 137. @BeateSorum http://about.me/beatesorum Christmas appeal 15% 17%
  138. 138. @BeateSorum http://about.me/beatesorum Christmas appeal 15% 17% 10%
  139. 139. @BeateSorum http://about.me/beatesorum Context is more important than device Member recruitment from Facebook
  140. 140. @BeateSorum http://about.me/beatesorum Context is more important than device 2,5% Member recruitment from Facebook
  141. 141. @BeateSorum http://about.me/beatesorum Context is more important than device 2,5% 6,5% Member recruitment from Facebook
  142. 142. @BeateSorum http://about.me/beatesorum Context is more important than device 2,5% 6,5% 7,3% Member recruitment from Facebook
  143. 143. @BeateSorum http://about.me/beatesorum Means we can create dedicated landing pages Portable forms
  144. 144. @BeateSorum http://about.me/beatesorum
  145. 145. @BeateSorum http://about.me/beatesorum
  146. 146. Nudge!
  147. 147. Annual value of new regular donors
  148. 148. 2011 2012 2013 2014 (May) Annual value of new regular donors
  149. 149. 2011 2012 2013 2014 (May) Annual value of new regular donors
  150. 150. 2011 2012 2013 2014 (May) Launch 
 September Annual value of new regular donors
  151. 151. 2011 2012 2013 2014 (May) Launch 
 September Annual value of new regular donors
  152. 152. 2011 2012 2013 2014 (May) Launch 
 September Annual value of new regular donors
  153. 153. Never under-estimate defaults!
  154. 154. 0 10 20 30 40 50 60 70 80 90 100 2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug 250 kr 500 kr
  155. 155. 0 10 20 30 40 50 60 70 80 90 100 2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug 250 kr 500 kr Default changed from 250 NOK to 500 NOK
  156. 156. @BeateSorum http://about.me/beatesorum
  157. 157. @BeateSorum http://about.me/beatesorum
  158. 158. @BeateSorum http://about.me/beatesorum
  159. 159. @BeateSorum http://about.me/beatesorum
  160. 160. @BeateSorum http://about.me/beatesorum
  161. 161. @BeateSorum http://about.me/beatesorum
  162. 162. @BeateSorum http://about.me/beatesorum about.me/ beatesorum
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