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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...
«…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..?» ⬇ ...
giving threshold leaving threshold emotional story form hard to find ⬇ found it! ⬆ «why do they want my phone number..?» ⬇ ...
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 mor...
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. ...
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 i...
MATTER forms
Photo: Flickr-user renemensen CC-BY donate
DONATE NOW blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablabla...
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 hav...
1. A better life for patients and next of kin. 2. Increase knowledge of cancer and prevention. 3. More people using our pr...
📢WHAT DO THE USERS NEED? ♥
- Cancer treatments - Symptoms - Preventing cancer - Cancer forms - Latest research - Choosing a hospital THESE 6 HAD 25% ...
- … - … - … - … - … - … - … - … - … - … - … - 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...
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 blablablablablablabl...
blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablabl...
blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablabl...
<form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();" id="aspnetForm">
 <div>
 <input typ...
google did this
PRIORITIES make
Donate!Member! Regular gift! Instagram!Facebook! Twitter! Volunteer!Legacy! Sponsor! Give stuff!Fundraise! Holiday cards! A...
Member! Regular gift! Instagram!Facebook! Twitter! Volunteer!Legacy! Sponsor! Give stuff!Fundraise! Holiday cards! App!Webs...
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 ...
thanks for listening! http://about.me/beatesorum questions?
<form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();"
<form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();"
<form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();"
<form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();"
<form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();"
<form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();"
<form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();"
<form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();"
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<form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();" How to get people from intention to donation

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<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="/

Published in: Government & Nonprofit, Design, Internet
License: CC Attribution-NonCommercial License
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