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Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

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#17NTC #17NTCtestingtips
Dig into a process for making the most out of conversion optimization techniques for your site, audience and fundraising. Presented by Beaconfire RED and Habitat for Humanity International for NTC 2017 on March 23rd, 2017.

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Guide to Fundraising Conversion Optimization for 2017 NTEN Nonprofit Technology Conference

  1. 1. Your Guide to Fundraising Conversion Optimization PRESENTED BY #17NTCtestingtips
  2. 2. #17NTCtestingtips NTC Housekeeping! SESSION HASHTAG #17NTCtestingtips COLLABORATIVE NOTES http://po.st/17NTCtestingtips EVALUATION LINK http://bfred.us/2mtfTmz 1.5 Credits for CAE and CFRE @BeaconfireRED @Habitat_org Visit us at Booth 517 to get your Tips, Tools and Checklist for Testing
  3. 3. Sara Hoffman Analytics and Optimization Lead Beaconfire RED Liz Murphy EVP Beaconfire RED Scot Ninnemann Internet Strategist Habitat for Humanity Who we are Jen Boland Analytics and Optimization Lead Beaconfire RED #17NTCtestingtips
  4. 4. ZAbout Beaconfire RED
  5. 5. Digital Marketing & Fundraising UX & Visual Design Web & Mobile Development Full Service Digital Experience Agency + + = Changing the world
  6. 6. Z • Habitat’s vision: a world where everyone has a decent place to live. • Build and renovate decent, affordable housing. • Homeowners: ○ pay an affordable mortgage ○ receive financial education ○ build homes alongside volunteers • All 50 U.S. states and 70+ countries. About Habitat for Humanity
  7. 7. Looking for those quick tips? #17NTCtestingtips© Warner Brothers There is no such thing as one size fits all tips or a single checklist, but there is a process and that’s what we will focus on.
  8. 8. 9 Steps for Optimization Success 1. Define your long-term goals and how you will measure success 2. Understand your traffic and your visitor journeys 3. Understand your visitors, especially the non-converting ones 4. Gather intelligence from competitors or experts 5. Identify your persuasive assets 6. Create your experiment strategy and plan 7. Design your challengers 8. Launch your experiment 9. Transfer learnings to other media #17NTCtestingtips
  9. 9. Step 1 Define your long-term goals and how you will measure success
  10. 10. #17NTCtestingtips How many of you have had your boss walk into a room and say: “Hey I saw this cool thing on X site, can we test it?
  11. 11. #17NTCtestingtips Keep your eye on the ball
  12. 12. Example Annual Goals • Revenue: $1,000,000 • Donors: 11,000 ○ Retain 7,000 donors ○ Acquire 4,000 new donors • Budget: $250,000 #17NTCtestingtips
  13. 13. Step 2 Understand your traffic and your visitor journeys
  14. 14. Traffic and Journeys #17NTCtestingtips
  15. 15. Channel Report #17NTCtestingtips Start: Channels Report in Google Analytics
  16. 16. Channel Report #17NTCtestingtips ?????
  17. 17. Organic Search – 90,122 Visits Branded Search to Homepage 18,543 Donation Form 1,258 (68% drop off) Non Branded Search to Deep Content Pages 62,828 Donation Form 1,555 (98% drop off) #17NTCtestingtips Donations 157 (78% drop off) Donations 14 (99% drop off)
  18. 18. Organic Search – 90,122 Visits Branded Search to Homepage 18,543 Donation Form 1,258 (68% drop off) #17NTCtestingtips Donations 157 (78% drop off) Non Branded Search to Deep Content Pages 62,828 Donation Form 1,555 (98% drop off) Donations 14 (99% drop off)
  19. 19. KPI Conversion Rate Time on Site Exit Rate Bounce Rate #17NTCtestingtips Non Branded Search to Deep Content Pages 62,828 Donation Form 1,555 (98% drop off) Donations 14 (99% drop off) Why this funnel?
  20. 20. KPI Conversion Rate Time on Site Exit Rate Bounce Rate #17NTCtestingtips Non Branded Search to Deep Content Pages 62,828 Donation Form 1,555 (98% drop off) Donations 14 (99% drop off) Why this funnel? Supporting Metrics
  21. 21. #17NTCtestingtips Only you can make the decision for investing or viewing this as a rabbit hole?
  22. 22. #17NTCtestingtips BrightFocus Gift String - 5 10 15 20 25 30 35 40 45 50 0-25 26-50 51-75 76-100 101-250 251-500 501-1000 Gift String Analysis Control Dig into other metrics • Default ask was $50. • Review past giving amounts • Is that the right default?
  23. 23. Step 3 Understand your visitors, especially the non-converting ones
  24. 24. Habitat for Humanity “Visitor Journeys” • Low donation form completion rate • Survey of online donors: "Reason for your visit to our site?" #17NTCtestingtips
  25. 25. Habitat for Humanity “Visitor Journeys” Survey of online donors: “Reason for your website visit?” ○Mind already made up to donate to Habitat Considering donating, but wanted more info first All other reasons for visiting (volunteering, donate stuff, etc.) #17NTCtestingtips Mind already made up to donate to Habitat Considering donating, but wanted more info first All other reasons for visiting (volunteering, donating stuff, etc.)
  26. 26. Habitat for Humanity “Visitor Journeys” • Survey of online donors: “Reason for your website visit?” ○ #1: Mind already made up to donate to Habitat ○ #2: Considering donating, but wanted more info first ○ #3: All other reasons for visiting (volunteering, donate stuff, etc.) that’s… • 3 different “donor journeys:” ○ Already decided to donate money ○ Already decided to donate stuff ○ Considering donating, but need to be convinced/reassured #17NTCtestingtips
  27. 27. Donor Journey #3: Considering Donating, but Need to Be Convinced/Reassured • How to convince/reassure? • Nielsen/Norman study (2009): 1. What does your organization do? 2. How will you use the money I give you? • What info are we providing? #17NTCtestingtips
  28. 28. Habitat for Humanity “Visitor Journeys” • Does not answer key questions • Not showing impact of donation • Little here to reassure/convince #17NTCtestingtips
  29. 29. Barriers to Conversion #17NTCtestingtips Low page loadForm errorsUX problems
  30. 30. Step 4 Gather intelligence from your competitors
  31. 31. Problem: Need to Reassure and Persuade #17NTCtestingtips Strong Headline Underlined and linked texts = benefits of giving and unique value proposition
  32. 32. Problem: Donation Completion Obstacles #17NTCtestingtips Conversational Personal Experience
  33. 33. Problem: Increase Email Capture #17NTCtestingtips +1 for Lightbox Additional Segmentation Options
  34. 34. Problem: Increase Email Capture/Advocates #17NTCtestingtips Noticeable Non-Interrupting
  35. 35. Problem: Increase Conversions on Deep Content Pages #17NTCtestingtips Donation Asks on Deep-Linked Content Could work well for “Rage Donations”
  36. 36. Step 5 Identify your persuasive assets
  37. 37. Habitat’s persuasive assets Studies: decent, affordable housing transforms a family’s life
  38. 38. Habitat’s persuasive assets Homeowner videos and stories “What our Habitat house means to our family”
  39. 39. Habitat’s persuasive assets Focus groups: what resonates most with our supporters? • Aspects of our work that they relate to? • Language that clicks with them? • Concerns, past or present? • Misconceptions?
  40. 40. #17NTCtestingtips Human Rights Watch Stunning Imagery
  41. 41. Social Proof #17NTCtestingtips It’s nicer way of saying peer pressure
  42. 42. Social Proof – Quotes work too #17NTCtestingtips
  43. 43. Social Proof #17NTCtestingtips https://blog.kissmetrics.com/social-proof-factors-2/ https://econsultancy.com/blog/65722-18-highly-effective-examples-of- social-proof-in-ecommerce/
  44. 44. Step 6 Create your experiment strategy and plan
  45. 45. You are not Amazon You can’t test everything
  46. 46. #17NTCtestingtips Sample Test Needs Document Traffic Problem Solution Traffic Conv. Rate Estimated Increase Direct Traffic Users who are aware of our organization and visit the homepage directly are not making it to donation forms at an anticipated rate Add a top banner which builds the case for donating. 25,000 1.00% 50% more direct visitors make it to a donation form Paid Search Donation form is slow to load, causing a high bounce rate. Eliminate render- blocking JavaSCript and CSS in above the fold content. 5,000 2.00% 25% more users complete a donation Facebook Ads Donation form is slow to load, causing a high bounce rate. Eliminate render- blocking JavaSCript and CSS in above the fold content. 8,000 2.35% 25% more users complete a donation
  47. 47. Hypothesis Template Based on <data discovered> we believe <issue> is causing <undesirable result>. We believe <change to be tested> will help resolve <issue> and cause <desired result>. #17NTCtestingtips
  48. 48. Prioritize or Rank your Tests #17NTCtestingtips
  49. 49. Test Plan #17NTCtestingtips
  50. 50. Step 7 Design your challengers
  51. 51. Habitat’s Test Challengers Donation copy refocusing • Test: “Why your donation transforms a family’s life” #17NTCtestingtips
  52. 52. Habitat’s Test Challengers Donation copy reformatting • Existing: green box, “skip this” • Test: black text, white background #17NTCtestingtips
  53. 53. Habitat’s Test Challengers • Hypothesis 2: site-wide content that convinces/reassures #17NTCtestingtips
  54. 54. Habitat’s Test Challengers Tactic: Make key site elements easier to understand • Test: de-jargon (example: “affiliates”) #17NTCtestingtips
  55. 55. Habitat’s test challengers Tactic: Make key info easier to find • Test: standard navigation terms • Test: reorganize site navigation #17NTCtestingtips
  56. 56. HRW: Drive More Visitors to Donation Forms #17NTCtestingtips +119% in visits to donation form
  57. 57. BrightFocus: Get Conversions on Deep Content Pages #17NTCtestingtips
  58. 58. ADA: Reformatted Donation Form Experience #17NTCtestingtips Old form New form
  59. 59. Step 8 Launch your experiment
  60. 60. #17NTCtestingtips Habitat Test Results Make key info easier to understand Test: De-jargon the local search tool Result: Donations up 22% (p < 0.01) Make key info easier to find Test: Use standard navigation term “About Us” Result: Donations up 34% (p < 0.01) Test: Reorganize navigation for scannability Result: Donations up 42% (p < 0.001)
  61. 61. #17NTCtestingtips Habitat Test Results Donation copy refocusing Test: Focus, “Why your donation transforms a family’s life” Tested both completion rate and dollar amounts chosen Result: Donors chose larger dollar amounts (p < 0.05) Donation copy reformatting Test: No green box; standard black text on white background Result: Donations up 48% (p < 0.05)
  62. 62. #17NTCtestingtips BrightFocus: Raise Average Gift and Revenue Existing Gift String NEW Gift String
  63. 63. #17NTCtestingtips BrightFocus: 85% Increase YOY for Gifts Over $151
  64. 64. Step 9 Transfer learnings to other media
  65. 65. BrightFocus Foundation AdWords Test Using Google AdWords to test how effective different copy variations are at improving click- through-rates. Control Variants +25.2% CTR Improvement -6.9% CTR Reduction #17NTCtestingtips
  66. 66. AdWords Copy Used in Email Capture BrightFocus rolled out “Don’t Miss Out” language to email capture form and saw an improvement in email conversion. #17NTCtestingtips
  67. 67. The Spaghetti Tests #17NTCtestingtips
  68. 68. #17NTCtestingtips
  69. 69. #17NTCtestingtips
  70. 70. #17NTCtestingtips
  71. 71. #17NTCtestingtips
  72. 72. #17NTCtestingtips
  73. 73. #17NTCtestingtips
  74. 74. What worked for Habitat?
  75. 75. #17NTCtestingtips Process outlined today • What are our site visitors’ needs? • What stops potential supporters from donating? • What info would persuade/reassure them? • What do industry-wide studies tell us? • What are our hypotheses about what works, and why? • What specific changes will address those needs? • What happened when we A/B tested those changes? • What do the results tell us about motivating our donors?
  76. 76. #17NTCtestingtips NTC Housekeeping! SESSION HASHTAG #17NTCtestingtips COLLABORATIVE NOTES http://po.st/17NTCtestingtips EVALUATION LINK http://bfred.us/2mtfTmz 1.5 Credits for CAE and CFRE @BeaconfireRED @Habitat_org Visit us at Booth 517 to get your Tips, Tools and Checklist for Testing

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