Iof 2011 best donation form session

The Perfect Online Donation Process:A journey into the unknown...July 2011

Agenda: Introductions and Overview – Jason Potts A practical perspective on the challenge – Mike Walton The process of creating the best donation experience possible and the findings to date – Simon Norris Q&A - All

If there’s one reason we have done better than ofour peers, it is because we have focused like a laser on customer experience,and that really does matter, I think, in any business.It certainly matters online,where word of mouth is so very, very powerful. Jeff Bezos – founder, Amazon.com

The perfect user experience Not so much ... Arrive at airport Arrive at airport Welcomed by staff Ignored by staff Check in 5 mins Check in takes 3 hours Priority boarding Boarded last Land at destination Land at destination

Did you know?Q.How did Amazon.com, using usabilitytesting add $2.5B to their revenue stream?A.By adjusting the sort order ofuser comments!

Did you know?Q.How did Microsoft’s Bing.com searchengine increased their revenue by $80Mafter a usability review?A.By adjusting colour of their hyperlinks!

Did you know? Q. What percentage of website visitors who intend to make a donation, don’t get to the end of the process? A. 47 per cent!!!Source: M.A.D.

Did you know? Q. What is the average conversion ratio for a donation form that hasn’t been usability tested? A. 15 per cent!!!Source: Convio/Donor Digital research 2011http://donordigital.com/publications/Donordigital-Convio%20Donation_Form_Optimization_Whitepaper.pdf

Convio/Donor Digital results suggest the followingelements meaningfully affect user behaviour on mostdonation forms: – Form length: A one-page form does significantly better for most organisations– Column layout: One or two columns best– Trust seals: Prominent placement above the fold matters, and more than one may help too– changing gift string layouts produced improvements in most tests

Reasons Given for Not Donating • 47% decided not to donate because of confusing navigation, cluttered design, and/or confusing flow from page to page • 17% of people couldnt locate the donate button due to banner blindness and over-formatting • 53% related to content. Unclear titles and terms along with missing informationSource: Donation Usability: Increasing Online Giving to Non-Profits and Charities, Jacob Nielsen

http://www.johnchow.com/case-study-how-a-bum-increased-his-donations-by-over-100/

Homepage187.0% Increase in Donationsper Unique Visitor (vs. ControlCreative)Donation page9.6% uplift against the ControlCreative

+ 22.76%vs. Join Click Rate

Vs.Baseline (creative 3) Winner (creative 27) Conversion Rate = x% Conversion Rate = x% +74.92%

• The Gorilla ad group increased conversion rate from 3.07% to 8.77% – Cost per conversion fell from £6.25 to £3.07.• The overall conversion rate increased from 0.26% to 2.46% – Cost per conversion fell from £69.71 to £8.65.

What should you test? • Page Heading • Introductory Copy • Donation Amounts • Form Layout and process • Field Labels & Field Prompts • Number of Fields • Buttons Size & Colour • Button Text • Security Assurances • Privacy Assurances

Not for Profit Mobile queries via mobile on Google

http://www.google.com/sites/help/intl/en/mobile-landing-pages/mlpb.html

Agenda: Introductions and Overview – Jason Potts A practical perspective on the challenge – Mike Walton The process of creating the best donation experience possible and the findings to date – Simon Norris Q&A - All

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Iof 2011 best donation form session

by Jason Potts on Jul 08, 2011

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Iof 2011 best donation form session — Presentation Transcript