HSUS DRTV Landing Page TestControl formMonthly giving focus, with one-time giving as secondary CTALanding page for PPC/search and ad campaigns
Test a hypothesis Goal:Acquire more mo./one-time donors and increase donation conversion rates Hypothesis: Having a “splash” page preceding the donation form with more information about organization’s mission/goals would acquire more donors and increase landing page conversion rates. This was based on success during year-end 2010.
Control vs. 2 versions of splash Tested control form against new A splash & form and new B splash & form Forms were the same for all Splash A had more prominent offer for one-time gifts (in addition to monthly) Splash B had more prominent offer for monthly gifts (in addition to one-time)
Control vs. splash B Splash B (with Donate Monthly button at top) generated a 14% increase in # of donations over control And conversion rate was 15% higher than control.
Splash was clear winner Even Splash A brought in 3% higher # of donations than the control (form only)
The stepping stones Visual design cues If it’s larger, brighter, higher on page, it gets prominence The art of call to action buttons ◦ High contrast ◦ More white space around it ◦ Show urgency ◦ Use an image with a button
Edit Yourself Onemain call to action, one or two secondary ◦ Limited navigation and outbound links ◦ Track your user paths for fine-tuning Communicate how easy it is & follow through Use urgency
Tailor Your Asks New or returning visitor Giving/buying levels or types Interests, past transactions and content consumption Location Behavior Channel preference Gender Technology Language
HSUS Major Donors: You’re Special Unique form with one change Response rates 7x higher than email file! Conversion rates 2x higher Avg. gifts 7x higher
What moves me? Identify known engagement triggers ◦ Issue- or content-based ◦ Behavior-based ◦ Dependent on donor or sales funnel ◦ Analytics have great data (navigation analysis)!
Test your copy and creative One of these PPC ads brought in 21% more revenue Which ad brought in 67% more revenue?
What turns me on? 19.19% action rate for send #1 and 8.45% for resend (compares to average action rates of ~3- 3.5%) Significantly higher than benchmarked action response rate for wildlife & animal welfare of 2.6% (SOURCE: M&R Strategic Services/NTEN 2012 eNonprofit Benchmarks Study) Change.org activist cultivation
Diabetes giving triggers Added more red and bolded links Version on talking about research and a cure right brought in 87% more revenue and 38% greater number of donations
I Left, But I Still Like You Create lapsed donor/buyer programs Resend emails to those who clicked but didn’t act, those who didn’t open Lightbox on return visit with known interest or upsell Send reminders to donors of previous campaigns Test and test some more
HSUS Lovefest Series of emails to all lapsing and canceled online monthly donors, asking them to become a monthly donor again. Outgoing emails include a link to dedicated donation forms, as well as a phone number to our membership inbound call center. After emails/inbound call center period is over, all non-reinstated sustaining donors are called by an outbound call center.
Thank You! Questions?Kelly Townsend, firstname.lastname@example.orgLiz Murphy, email@example.com, @lizred, 703-556-6951Download slides at www.redenginedigital.com Don’t forget to visit the Solutions Showcase! Many of the ideas discussed today are on display at the Solutions Showcase! #bridgeconf