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💰
From good
intentions, to more
web donations
© Beate Sørum 2015
#IFC2015 - @BeateSorum
about.me/BeateSorumabout.me/BeateSorum
@BeateSorum
♥Internet
..said no donor, ever.
«I have decided to give, and
I will do so even if this form
is incomprehensible and it
takes me all afternoon»
«…mmmmm,
rooose gooold…»
Yeeaah, I’ll
skip this
one.
photo: iwantoneofthose.com
♥
Giving is an
emotional
decision - not a
rational one.
Don’t
make me
think
♥
Don’t
make me
think
♥
giving threshold
leaving threshold
Thanks to Mo Syed for this handy diagram!
🚫
giving threshold
leaving threshold
Thanks to Mo Syed for this handy diagram!
🚫
giving threshold
leaving threshold
emotional
story
Thanks to Mo Syed for this handy diagram!
🚫
giving threshold
leaving threshold
emotional
story
form hard
to find
⬇
Thanks to Mo Syed for this handy diagram!
🚫
giving threshold
leaving threshold
emotional
story
form hard
to find
⬇
found it!
⬆
Thanks to Mo Syed for this handy diagram!
🚫
giving threshold
leaving threshold
emotional
story
form hard
to find
⬇
found it!
⬆
«why do they want my
phone number..?»
⬇
Thanks to Mo Syed for this handy diagram!
🚫
giving threshold
leaving threshold
emotional
story
form hard
to find
⬇
found it!
⬆
«why do they want my
phone number..?»
⬇
«what’s address line 2 ?!?»
⬇
Thanks to Mo Syed for this handy diagram!
🚫
transaction cost:
• attention
• clicks
• actions
what are donors willing to «pay»?
•unnecessary steps
•ambiguity
REMOVE
leaving threshold
giving threshold
Charity A Charity B
Charity A Charity B
Charity A Charity B
8 %
Charity A Charity B
␡
8 %
Charity A Charity B
␡
8 % 2,5 %
Charity A Charity B
␡
8 % 2,5 %
- €36.000
If they are thinking
about your
form,
they are not thinking
about giving.
♥
Giving is an
emotional
decision - not a
rational one.
- Luke Wroblewski
«The best forms
are invisible»
«Web form design «(2008 p.2)
lazy bastard
⬈
First name
Last name
Adress
Zip code
City
Cancel OK
Looks good, right?
Cancel OK
First name
Last name
Adress
Zip code
City
Cancel OK
First name
Last name
Adress
Zip code
adapt
field
lengths
City
Cancel OK
First name
Last name
Adress
Zip code
City
Cancel OK
First name
Last name
Adress
Zip code
City
group
fields
Cancel OK
First name
Last name
Adress
Zip code
City
buttons
clearly state
what they
do
Delete Donate
First name
Last name
Adress
Zip code
City
buttons
clearly state
what they
do
DonateDelete
First name
Last name
Adress
Zip code
City
DonateDelete
First name
Last name
Adress
Zip code
City
clear
first
choice
Donate
Let me throw 

away all the 

work I just did
First name
Last name
Adress
Zip code
City
Donate
Let me throw 

away all the 

work I just did
First name
Last name
Adress
Zip code
City
remove
things that
hurt more
than help
Donate
First name
Last name
Adress
Zip code
City
Donate
First name
Last name
Adress
Zip code
City
remove
things that
hurt more
than help
Donate
First name
Last name
Adress
Zip code
City
Donate
First name
Last name
Adress
Zip code
City
right-align
for easy
reading and
scanning
First name
Last name
Adress
Zip code
City
Donate
First name
Last name
Adress
Zip code
City
Donate
top-align
for mobile
clearly
state what
went wrong &
how to fix
A zip code has 5 digits
First name
Last name
Adress
Zip code
There is an error. Please correct the
highlighted field below.!
!
City
Donate
This is a videoslide. Link to video, «google analytics in real life»: 

https://www.youtube.com/watch?v=3Sk7cOqB9Dk
This is a videoslide. Link to video, «google analytics in real life»: 

https://www.youtube.com/watch?v=3Sk7cOqB9Dk
THE DATABASE IS
NOTin charge!
«Address line 1»

«Address line 2»
Just because your
database has a field for it,
does mean you
have to ask for it.
not
Every extra field
in your form hurts
your donations.
http://bit.ly/ContactFormConversion
http://bit.ly/ContactFormConversion
From 11 to 4 fields
Submissions up 140%
WHAT’S THE
LEAST YOU CAN
GET AWAY WITH?
*google translated form. Please don’t blame me for bad grammar.
WHEN DO YOU
NEED MORE?
as a
conversation
think of your
forms
https://www.flickr.com/photos/dpstyles/
💬
• Questions that belong
• Understandable questions
• Explain why you’re asking
• Ask follow-up questions when the
task is done.
A conversation:
MATTER
forms
Photo: Flickr-user renemensen CC-BY
donate
DONATE
NOW
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
pushing
does notwork🚫
«help out»-menu
Become a member
Webshop
Donate withdrawn
coins
we have to
guide
our users.
☛
WHY DO WE
HAVE A
WEBSITE?
1. Fewer people should get cancer
2. More of those who do, should
survive
3. Those who have to live with
cancer should have a better life
business goals
1. A better life for patients and next of kin.
2. Increase knowledge of cancer and
prevention.
3. More people using our programs
4. Improve the Cancer Society’s position
and reputation
web page goals
📢WHAT DO
THE USERS
NEED?
♥
- Cancer treatments
- Symptoms
- Preventing cancer
- Cancer forms
- Latest research
- Choosing a hospital
THESE 6
HAD 25% OF
THE VOTES
*Norwegian Cancer Society,
Customer CareWords survey.
- …
- …
- …
- …
- …
- …
- …
- …
- …
- …
- …
- give money!
:C
HOME PAGE
HOME PAGE
HOME PAGE
HOME PAGE
HOME PAGE
Facebook,
research
Googled lung cancer
Facebook,
research
Googled lung cancer ?
Googled lung cancer
Talk to someone
on the help line
Facebook,
research
Facebook,
research
Would you like to
support the
ongoing research?
research
project
core page path forward
business goal: 

inform about research



user need: 

read latest research
research
project
core page
make a
donation
path forward
business goal: 

inform about research



user need: 

read latest research
right CONTEXT
+ short PATH
to completion
action=
2006 2007 2008 2009 2010 2011 2012 2013 2014
cancer line conversations
average
+ 

40%
+ 

58%
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
DONATE
NOW
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
20 euros from Beate
donate
GIVE NOW?
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
20 euros from Beate
donate
GIVE NOW?
✃
<form method="post" action="/donate/"
onsubmit="javascript:return
WebForm_OnSubmit();" id="aspnetForm">

<div>

<input type="hidden" name="__WPPS"
id="__WPPS" value="s" />

<input type="hidden" name="__EVENTTARGET"
id="__EVENTTARGET" value="" />

<input type="hidden" name="__EVENTARGUMENT"
id="__EVENTARGUMENT" value="" />

<input type="hidden" name="__VIEWSTATE"
id="__VIEWSTATE" value="/
google did this
PRIORITIES
make
Donate!Member! Regular gift!
Instagram!Facebook! Twitter!
Volunteer!Legacy! Sponsor!
Give stuff!Fundraise! Holiday cards!
App!Webshop! Newsletter!
Member! Regular gift!
Instagram!Facebook! Twitter!
Volunteer!Legacy! Sponsor!
Give stuff!Fundraise! Holiday cards!
App!Webshop! Newsletter!
Donate!
Don’t
make me
think
defaults
USE♥
«what are others giving..?»
humans rely
too much on
the first piece
of information
humans rely
too much on
the first piece
of information
ANCHORING BIAS
kind
handsome
funny
jealous
stingy
kind
handsome
funny
jealous
stingy
jealous
stingy
handsome
funny
kind
120
19
5
5
19
120
120
19
5
£
what amounts you
put first really
matters
▾ £ ▾
£
what amounts you
put first really
matters
50 ▾ £ ▾
£
what amounts you
put first really
matters
50
25
15
5
▾ £ ▾
£
what amounts you
put first really
matters
50
25
15
5
▾ £ 5 ▾
£
what amounts you
put first really
matters
50
25
15
5
▾ £ 5
15
25
50
▾
vs
£ 50
25
15
5
▾
£ 50 £ 25
£ 15 £ 5
vs
£ 50
25
15
5
▾
£ 5 £ 15
£ 25 £ 50
NUDGE
annual
value of
regular
donors*
*signed up online
2011 2012 2013 2014
annual
value of
regular
donors*
*signed up online
2011 2012 2013 2014
annual
value of
regular
donors*
*signed up online
LAUNCH
2011 2012 2013 2014
annual
value of
regular
donors*
*signed up online
LAUNCH
2011 2012 2013 2014
annual
value of
regular
donors*
*signed up online
LAUNCH
2011 2012 2013 2014
annual
value of
regular
donors*
*signed up online
LAUNCH
847
%
2011 2012 2013 2014
annual
value of
regular
donors*
*signed up online
LAUNCH
847
%
9x
increase
«do you live with
anyone else who
wants to be a
member? It is
only €8 extra»
ca.
30%
«do you live with
anyone else who
wants to be a
member? It is
only €8 extra»
be
MOBILE-
friendly
conversions,
christmas appeal
conversions,
christmas appeal
15%
conversions,
christmas appeal
15% 17%
conversions,
christmas appeal
15% 17% 10%
* conversion rates
recruiting members
from facebook
10%
* conversion rates
recruiting members
from facebook
10%
5,2%
* conversion rates
recruiting members
from facebook
10%
5,2% 6,8%
* conversion rates
recruiting members
from facebook
recruiting members
from facebook
* conversion rates
recruiting members
from facebook
49
* conversion rates
recruiting members
from facebook
49
69
* conversion rates
recruiting members
from facebook
49
69 170
* conversion rates
CONTEXT
is more important than
GADGET
More donations:
• Design (and code) your forms right
• Fewer fields are better
• Context is king
• Nudge
• Tell your users what you need
• Be device agnostic
thanks for listening!
http://about.me/beatesorum
questions?

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