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17.booster sa collecte_web_uk

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  • 1. @BeateSorum http://about.me/beatesorum FROM GOOD INTENTIONS TO MORE DONATIONS
  • 2. about.me/BeateSorumabout.me/BeateSorum @BeateSorum ♥Internet
  • 3. @BeateSorum http://about.me/beatesorum • Finance research • Cancer care • Prevention • Advocacy • Information • Fighting cancer globally Norwegian Cancer Society
  • 4. @BeateSorum http://about.me/beatesorum
  • 5. about.me/BeateSorum
  • 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. @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. Slide by Netlife Research / @idaaa
  • 9. Foto: Flickr-user wippetywu CC-BY Slide by Netlife Research / @idaaa
  • 10. Foto: Flickr-user Angermann CC-BY-SA Slide by Netlife Research / @idaaa
  • 11. Do i REALLY want a hot-dog? Foto: Flickr-user Angermann CC-BY-SA Slide by Netlife Research / @idaaa
  • 12. @BeateSorum http://about.me/beatesorum Making a 
 donation is usually an emotional decision - not a rational one.
  • 13. @BeateSorum http://about.me/beatesorum People have gone from meaning well to doing well.
  • 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. @BeateSorum http://about.me/beatesorum Why do we have a website?
  • 16. @BeateSorum http://about.me/beatesorum Website goals
  • 17. @BeateSorum http://about.me/beatesorum 1. Ensure support for patients and next of kind Website goals
  • 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. @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. @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. @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. @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. @BeateSorum http://about.me/beatesorum What do the users want?
  • 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
  • 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 :(
  • 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 :(
  • 27. @BeateSorum http://about.me/beatesorum User tasks Business goals
  • 28. @BeateSorum http://about.me/beatesorum User tasks Business goals
  • 29. @BeateSorum http://about.me/beatesorum User tasks Business goals
  • 30. @BeateSorum http://about.me/beatesorum User tasks Business goals
  • 31. @BeateSorum http://about.me/beatesorum User tasks Core pages Business goals
  • 32. @BeateSorum http://about.me/beatesorum User tasks Core pages «Lung cancer» Business goals
  • 33. @BeateSorum http://about.me/beatesorum User tasks Core pages «Lung cancer»«Donate» Business goals
  • 34. @BeateSorum http://about.me/beatesorum User tasks Core pages «Lung cancer»«Donate» Business goals
  • 35. @BeateSorum http://about.me/beatesorum Home page
  • 36. @BeateSorum http://about.me/beatesorum Home page
  • 37. @BeateSorum http://about.me/beatesorum Home page
  • 38. @BeateSorum http://about.me/beatesorum Home page
  • 39. @BeateSorum http://about.me/beatesorum Home page
  • 40. @BeateSorum http://about.me/beatesorum Home page
  • 41. @BeateSorum http://about.me/beatesorum Home page
  • 42. @BeateSorum http://about.me/beatesorum Home page
  • 43. @BeateSorum http://about.me/beatesorum
  • 44. @BeateSorum http://about.me/beatesorum A lot of users never see any other page
  • 45. @BeateSorum http://about.me/beatesorum Googled A lot of users never see any other page
  • 46. @BeateSorum http://about.me/beatesorum Googled Facebook A lot of users never see any other page
  • 47. @BeateSorum http://about.me/beatesorum Googled Facebook A lot of users never see any other page
  • 48. @BeateSorum http://about.me/beatesorum ? ?Googled Facebook A lot of users never see any other page
  • 49. @BeateSorum http://about.me/beatesorum
  • 50. @BeateSorum http://about.me/beatesorum All the cred to these guys!
  • 51. @BeateSorum http://about.me/beatesorum
  • 52. @BeateSorum http://about.me/beatesorum
  • 53. @BeateSorum http://about.me/beatesorum Mobile first forces you to make priorities
  • 54. @BeateSorum http://about.me/beatesorum
  • 55. @BeateSorum http://about.me/beatesorum Only real content
  • 56. @BeateSorum http://about.me/beatesorum lung cancer Googled Blog post Facebook
  • 57. @BeateSorum http://about.me/beatesorum Chat with nurse lung cancer Googled Blog post Facebook
  • 58. @BeateSorum http://about.me/beatesorum Chat with nurse lung cancer Googled Blog post Facebook Goal 1: 
 Support
  • 59. @BeateSorum http://about.me/beatesorum Chat with nurse lung cancer Googled DonateBlog post Facebook Goal 1: 
 Support
  • 60. @BeateSorum http://about.me/beatesorum Chat with nurse lung cancer Googled DonateBlog post Facebook Goal 1: 
 Support Goal 4: 
 Reputation
  • 61. @BeateSorum http://about.me/beatesorum
  • 62. @BeateSorum http://about.me/beatesorum
  • 63. @BeateSorum http://about.me/beatesorum
  • 64. @BeateSorum http://about.me/beatesorum New governance model
  • 65. @BeateSorum http://about.me/beatesorum The five questions
  • 66. @BeateSorum http://about.me/beatesorum The five questions 1. Who is the target audience for this content?
  • 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. @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. @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. @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. @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. @BeateSorum http://about.me/beatesorum - Luke Wroblewski 
 Web Form Design (2008) «THE BEST FORMS ARE INVISIBLE»
  • 73. @BeateSorum http://about.me/beatesorum FORMS THAT ARE EASY TO UNDERSTAND
  • 74. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Reset Submit We can improve this form!
  • 75. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Reset Submit Field length should hint of content
  • 76. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Reset Submit Group fields that belong together
  • 77. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Delete Donate Buttons must say what they actually do
  • 78. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Donate > Preferred action should be prominent Delete
  • 79. @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
  • 80. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Donate > Remove buttons that hurt more than help
  • 81. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Donate > Remove buttons that hurt more than help
  • 82. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Donate > Right-align for easy scanning
 and reading
  • 83. @BeateSorum http://about.me/beatesorum First name Last name Adress Zip code City Donate >
  • 84. @BeateSorum http://about.me/beatesorum Donate > First name Last name Adress Zip code City
  • 85. @BeateSorum http://about.me/beatesorum Donate > First name Last name Zip code City |
  • 86. @BeateSorum http://about.me/beatesorum Donate > First name Last name Zip code City Don’t EVER do this! |
  • 87. @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.! !
  • 88. @BeateSorum http://about.me/beatesorum Slide by Netlife Research / @idaaa DON’T ASK FOR MORE THAN NECESSARY
  • 89. @BeateSorum http://about.me/beatesorum by-nc-sa/2.0/ flickr.com/photos/jasonpearce/29251002/
  • 90. @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/
  • 91. @BeateSorum http://about.me/beatesorum
  • 92. @BeateSorum http://about.me/beatesorum
  • 93. @BeateSorum http://about.me/beatesorum
  • 94. @BeateSorum http://about.me/beatesorum
  • 95. @BeateSorum http://about.me/beatesorum
  • 96. @BeateSorum http://about.me/beatesorum
  • 97. @BeateSorum http://about.me/beatesorum
  • 98. What’s the least amount you can get away with?
  • 99. Slide by Netlife Research / @idaaa
  • 100. Twice as many filled in the form Slide by Netlife Research / @idaaa
  • 101. Slide by Netlife Research / @idaaa
  • 102. From 11 to 4 fields - 160% increase in contacts Slide by Netlife Research / @idaaa
  • 103. @BeateSorum http://about.me/beatesorum Every extra input field damages your conversions. Slide by Netlife Research / @idaaa
  • 104. Don’t ask what you can get rid off. Ask what you need.
  • 105. @BeateSorum http://about.me/beatesorum MAKE ME WANT TO FILL OUT THE FORM
  • 106. @BeateSorum http://about.me/beatesorum - Luke Wroblewski 
 Web Form Design (2008 p.28) «THINK OF FORMS AS A CONVERSATION» Slide by Netlife Research / @idaaa
  • 107. Foto: Flickr-bruker Lancastrian CC-BY-SA What kind of conversation do we want? Slide by Netlife Research / @idaaa
  • 108. @BeateSorum http://about.me/beatesorum Forms as a conversation Slide by Netlife Research / @idaaa
  • 109. @BeateSorum http://about.me/beatesorum Forms as a conversation • The questions should be a natural part of the conversation Slide by Netlife Research / @idaaa
  • 110. @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
  • 111. @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
  • 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 • 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
  • 113. @BeateSorum http://about.me/beatesorum MAKE SURE IT WORKS
  • 114. Family membership
  • 115. @BeateSorum http://about.me/beatesorum Make sure it works
  • 116. @BeateSorum http://about.me/beatesorum • A/B-testing Make sure it works
  • 117. @BeateSorum http://about.me/beatesorum • A/B-testing • User testing Make sure it works
  • 118. @BeateSorum http://about.me/beatesorum • A/B-testing • User testing • Funnel-analysis Make sure it works
  • 119. @BeateSorum http://about.me/beatesorum • A/B-testing • User testing • Funnel-analysis • Talk to customer service Make sure it works
  • 120. @BeateSorum http://about.me/beatesorum Forms=good. Now what?
  • 121. @BeateSorum http://about.me/beatesorum
  • 122. @BeateSorum http://about.me/beatesorum
  • 123. @BeateSorum http://about.me/beatesorum
  • 124. @BeateSorum http://about.me/beatesorum The paradox of choice
  • 125. @BeateSorum http://about.me/beatesorum The idea that more choices actually lead to fewer actions. The paradox of choice
  • 126. 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
  • 127. Donate now! RecurringSponsor Member Volunteer Follow on facebook Subscribe Order Download app Join our #instagram competition
  • 128. One-off donations +198%
  • 129. One-off donations +198% New regular donors +288%
  • 130. One-off donations +198% New regular donors +288% Annual value new regular donors +382%
  • 131. New members +107%
  • 132. 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
  • 133. @BeateSorum http://about.me/beatesorum Christmas appeal
  • 134. @BeateSorum http://about.me/beatesorum Christmas appeal 15%
  • 135. @BeateSorum http://about.me/beatesorum Christmas appeal 15% 17%
  • 136. @BeateSorum http://about.me/beatesorum Christmas appeal 15% 17% 10%
  • 137. @BeateSorum http://about.me/beatesorum Context is more important than device Member recruitment from Facebook
  • 138. @BeateSorum http://about.me/beatesorum Context is more important than device 2,5% Member recruitment from Facebook
  • 139. @BeateSorum http://about.me/beatesorum Context is more important than device 2,5% 6,5% Member recruitment from Facebook
  • 140. @BeateSorum http://about.me/beatesorum Context is more important than device 2,5% 6,5% 7,3% Member recruitment from Facebook
  • 141. @BeateSorum http://about.me/beatesorum Means we can create dedicated landing pages Portable forms
  • 142. @BeateSorum http://about.me/beatesorum
  • 143. @BeateSorum http://about.me/beatesorum
  • 144. Nudge!
  • 145. Annual value of new regular donors
  • 146. 2011 2012 2013 2014 (May) Annual value of new regular donors
  • 147. 2011 2012 2013 2014 (May) Annual value of new regular donors
  • 148. 2011 2012 2013 2014 (May) Launch 
 September Annual value of new regular donors
  • 149. 2011 2012 2013 2014 (May) Launch 
 September Annual value of new regular donors
  • 150. 2011 2012 2013 2014 (May) Launch 
 September Annual value of new regular donors
  • 151. Never under-estimate defaults!
  • 152. 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
  • 153. 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
  • 154. @BeateSorum http://about.me/beatesorum
  • 155. @BeateSorum http://about.me/beatesorum
  • 156. @BeateSorum http://about.me/beatesorum
  • 157. @BeateSorum http://about.me/beatesorum
  • 158. @BeateSorum http://about.me/beatesorum
  • 159. @BeateSorum http://about.me/beatesorum
  • 160. @BeateSorum http://about.me/beatesorum about.me/ beatesorum