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How user research helped Wikipedia double its online fundraising (TechWeek 2012)
 

How user research helped Wikipedia double its online fundraising (TechWeek 2012)

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Billy Belchev from Webitects and Peter Gehres from the Wikimedia Foundation present on results from the conversion optimization during 2010 and 2011 fundraising, including user research, live testing, ...

Billy Belchev from Webitects and Peter Gehres from the Wikimedia Foundation present on results from the conversion optimization during 2010 and 2011 fundraising, including user research, live testing, banners and UX iterative design.

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    How user research helped Wikipedia double its online fundraising (TechWeek 2012) How user research helped Wikipedia double its online fundraising (TechWeek 2012) Presentation Transcript

    • How user research helped Wikipediadouble its online fundraisingBilly Belchev Peter GehresWebitects.com Wikimedia Foundation TechWeek 2012 June 23
    • Fundraiser statistics 2009-2011 (Daily amounts raised, Nov-Jan) 2009: $8,592,136 2010: $14,584,517 Up 70% 2011: $22,308,784 Up 53%Source: http://wikimediafoundation.org/wiki/Special:FundraiserStatistics
    • Fundraiser statistics 2009-2011 (YTD daily amounts, Nov-Jan) 2009: $34.32 Average donation 2010: $27.85 2011: $27.47Source: http://wikimediafoundation.org/wiki/Special:FundraiserStatistics
    • People tell you what they You focus on whatthink you’d like to hear or people actually do.what they wish were true.
    • WikipediaStreamline the donationflow with the goal of increasingthe conversion rate.Lightweight usability testingand interviews.Iterating through form designs.Live testing of different formversions for 1 hour onEN.Wikipedia.com
    • Wikipedia—donation process optimization
    • Wikipedia—donation process optimization Banner Landing One-step PayPal Credit cardWorkflow may vary forother payment methods(bank transfer, direct debit) Thank you
    • Deciding which fields to keep on the form Every removed field increased the conversion rate. If some fields are really needed, they can be on a second page.*Depending on the test parameters. Data at: http://meta.wikimedia.org/wiki/Fundraising_2010/Banner_testing
    • Between 40-50% ofWikipedia donationscome via PayPal.
    • ResultsGiving the two buttons equal prominence and visualtreatment produced the best overall conversion.Any other combination hurt the overall conversions.
    • Usability test comments I didn’t know they are a non-profit. I am not sure where my money goes. What will it be used for? I appreciate having this long letter from Jimmy... But I am not going to read it. I’m skimming.
    • Where your donation goes From Wikipedia founder Jimmy Wales Im a volunteer. I dont get paid a cent for my work at Wikipedia, and neither do our thousands of other volunteer authors and editors. When I Make your donation now founded Wikipedia, I could have made it into a for-profit company with advertising banners, but I decided to do something different. $ $ $ $ Commerce is fine. Advertising is not evil. But it doesnt belong here. Not in Wikipedia. $ $ $ $ Wikipedia is something special. It is like a library or a public park. It is like a temple for the mind. It is a place we can all go to think, Donate by Credit Card to learn, to share our knowledge with others. It is a unique human project, the first of its kind in history. It is a humanitarian project to bring a free encyclopedia to every single person on the planet. Every single person. Donate via PayPal If all of Wikipedias 400 million users would donate $1 each, we would have 20 times the amount of money we need. Were Where your donation goes: a small organization, and Ive worked hard over the years to keep us lean and tight. We fulfill our mission, and leave waste to others. • People To do this without resorting to advertising, we need you. It is you who• … keep this dream alive. It is you who have created Wikipedia. It is you • Technology who believe that a place of calm reflection and learning is worth having. • … This year, please consider making a donation of $20, $35, $50 or whatever you can to protect and sustain Wikipedia. Thanks, Jimmy Wales Wikipedia Founder
    • Where your donation goes
    • Where your donation goes
    • Where your donation goes Best!
    • Wikipedia—donation process optimization
    • Wikipedia—donation process optimization Better!
    • Donation process and latency
    • Donation process and latencyThe 1-step form had promising indicators, but wasn’t able tosurpass the 2-step in live testing. We strongly suspect it had todo with the high latency of the platform behind the 1-step.
    • BannersIncluding images of the authorsof the appeals always helped.Tremendously.
    • BannersThe most effective banners maynot have the best overall effect.We got some very high click-through rates with very poorconversion rates.It’s a balance game.
    • BannersSome movement, such as athermometer or bar, yieldedhigher click rates on banners.But performance depended onhow full the bar was. Donationmotivation increased only whenthe bar was closer to full.
    • BannersIt’s not just about the money...Community matters most.
    • Billy Belchevbilly@webitects.com@bbelchevPeter Gehrespgehres@wikimedia.org@in2thats12