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7 Ways to Get Your Web Visitors to Act and Love You!

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Liz Murphy from RedEngine Digital talked conversion of Web visitors with Kelly Townsend from HSUS at the 2012 Bridge Conference. Follow us @redengine [ http://twitter.com/redengine ].

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7 Ways to Get Your Web Visitors to Act and Love You!

  1. 1. Ways to Get Your Web Visito to Act And Love You!Kelly Townsend, The Humane Society of the U.S., @HumaneSociety, @krt84Liz Murphy, RedEngine Digital, @redengine, @lizred
  2. 2. We want it all!
  3. 3. All it takes is one word…
  4. 4. # It’s not about you, It’s about me!
  5. 5. More “me”, less “you” WHAT is my value proposition? WHY should I give to you, buy from you? HOW will this benefit me? Understandmy needs Answer my questions
  6. 6. Spell it out
  7. 7. Show and tell
  8. 8. And don’t forget about … The trust factor Audience obstacles & questions ◦ Market research ◦ White mail ◦ Call center ◦ Analytics
  9. 9. HSUS DRTV Donation Form FAQs Establish trust & authority
  10. 10. Trust matters Trust symbols Verisign/Norton Charity navigator BBB Customer service links Testing ground
  11. 11. I Trust You but I’m NotReady to Commit – Yet
  12. 12. HSUS DRTV Landing Page TestControl formMonthly giving focus, with one-time giving as secondary CTALanding page for PPC/search and ad campaigns
  13. 13. 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.
  14. 14. 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)
  15. 15. 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.
  16. 16. Splash was clear winner Even Splash A brought in 3% higher # of donations than the control (form only)
  17. 17. # Lead Me Down the Garden Path, Please!
  18. 18. 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
  19. 19. Color, contrast, authority, trust NC button test HSUS example?
  20. 20. Use Design to Emphasize CTAs
  21. 21. 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
  22. 22. # Get Personal and I’m Yours  image
  23. 23. 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
  24. 24. 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
  25. 25. You Get Me, Amazon!  Personalizing my visit
  26. 26. # Hit My Hot Buttons
  27. 27. 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)!
  28. 28. Test your copy and creative One of these PPC ads brought in 21% more revenue Which ad brought in 67% more revenue?
  29. 29. 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
  30. 30. 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
  31. 31. # Reassure Me
  32. 32. Technology security & QA matters Browser and ESP testing Validate & QA User test for your visitors Keep up with technology, but offer alternatives
  33. 33. A Shift: HSUS Facebook Donations  Trends shifted this year  50% more donations came via the API vs. people clicking over to the website
  34. 34. Mobile giving, too!  In 2011, mobile donations were 4% of donations; today they account for more than 9% of donations and 8% of funds raised
  35. 35. # I Need Commitment!  image
  36. 36. Please don’t change! Customers “travel” Keep it consistent Synchronize messaging Same offers, creative Unique engagement per channel
  37. 37. HSUS Honey at Year End
  38. 38. American Diabetes Safe at Schools
  39. 39. # Prove Your Love  Image
  40. 40. 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
  41. 41. 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.
  42. 42. HSUS Lovefest 6.8% reactivated by EMAIL 1.3% reactivated by INBOUND call center 6.2% reactivated by OUTBOUND call center 44 © 2011 Convio, Inc.
  43. 43. HSUS End-of-Year Love HSUS phoned EOY email respondents who clicked through on an email to a form, but didn’t give. 7% gave by phone! 45 © 2011 Convio, Inc.
  44. 44. Thank You! Questions?Kelly Townsend, ktownsend@humanesociety.orgLiz Murphy, liz@redenginedigital.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

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