The document discusses optimizing the online donation process. It provides an agenda for a meeting on the topic, including introductions, perspectives on challenges, the process of creating the best donation experience and findings. It also shares statistics on conversion rates and reasons people don't donate online. Suggestions are made on elements to test like form layout, buttons and fields to improve conversions.

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

2. 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

3. If there’s one reason we
have done better than of
our 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

4. 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

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

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

7. 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.

8. 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 2011
http://donordigital.com/publications/Donordigital-Convio%20Donation_Form_Optimization_Whitepaper.pdf

9. Convio/Donor Digital results suggest the following
elements meaningfully affect user behaviour on most
donation 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

10. 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 couldn't locate the donate button due to 'banner
blindness' and 'over-formatting'
• 53% related to content. Unclear titles and terms along with
missing information
Source: Donation Usability: Increasing Online Giving to Non-Profits and Charities, Jacob Nielsen

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

14. Homepage
187.0% Increase in Donations
per Unique Visitor (vs. Control
Creative)
Donation page
9.6% uplift against the Control
Creative

15. + 22.76%
vs.
Join
Click Rate

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

19. • 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.

20. 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

21. Not for Profit Mobile queries via mobile on Google

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

23. 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

24. 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

25. 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