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Form optimisation for online campaigning and fundraising | Charity digital conference | 21 November 2018

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Claire Donner, strategy consultant and director, more onion

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
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Form optimisation for online campaigning and fundraising | Charity digital conference | 21 November 2018

  1. 1. HELLO!
  2. 2. CLAIRE DONNER claire@more-onion.com
  3. 3. OPTIMISING YOUR FORMS
  4. 4. CRAP FORM BINGO One form problem = 1 point 5 points = BINGO!
  5. 5. Your form should be the most prominent feature of the page 1
  6. 6. Decluttered page No distracting links 2
  7. 7. Use a BIG, bright button (with a clear label) 3 SIGN THE PETITION! DONATE NOW
  8. 8. Use LARGE form fields 4 First nameFirst name
  9. 9. Use social proof (well) 5
  10. 10. Split long forms into steps 6
  11. 11. Great form validation 7
  12. 12. Put the labels above the fields 8 First name First name
  13. 13. CRAP FORM BINGO
  14. 14. SET YOUR OBJECTIVES
  15. 15. What is the primary purpose of your form? To grow your supporters list? To show a depth of support for a campaign? To encourage non donors to make first donation?
  16. 16. Dealing with conflicting objectives
  17. 17. Build data over time Don‘t block points of entry
  18. 18. OPT-IN OPTIMISATIONwith GDPR compliance
  19. 19. BEFORE THEY REACH THE FORM
  20. 20. Consistency!
  21. 21. Pre-population https://act.careinternational.org.uk/node/172 #p:first_name=*|FNAME|*&p:last_name=*|LNAME| *&p:email=*|EMAIL|*
  22. 22. Hide superfluous fields
  23. 23. AFTER THE FORMMaking the most of completion pages
  24. 24. Follow-on asks
  25. 25. Conditional thank you pages • Different donation asks depending on past history • Tailored follow-on actions • Special thank you content • Opt-ins
  26. 26. Conditional thank you pages
  27. 27. Developing a TESTING PROGRAMME
  28. 28. Activity Writing a testing plan for your forms
  29. 29. The importance of tracking www.yourwebsite.com/signthepetition?utm_so urce=email&utm_campaign=221018
  30. 30. The importance of tracking
  31. 31. Interaction monitoring how to identify what to test
  32. 32. Interaction monitoring
  33. 33. A few REAL EXAMPLES
  34. 34. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam dolor tortor, egestas in bibendum in, facilisis nec velit. Aenean gravida velit ut cursus convallis. Ut at sodales nunc, non molestie libero. Cras elementum, nulla sed vestibulum feugiat, nibh quam rutrum sapien, eget convallis turpis orci vitae lectus. Etiam risus erat, tempus at maximus nec, porta et massa. In hac habitasse platea dictumst. Etiam interdum feugiat magna, quis dictum odio condimentum in. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam dolor tortor, egestas in bibendum in, facilisis nec velit. Aenean gravida velit ut cursus convallis.
  35. 35. CLAIRE DONNER claire@more-onion.com www.more-onion.com
  36. 36. Sponsored by Charity digital conference 21 November 2018 London #charitydigital
  37. 37. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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