3. 10/8/13 #bbcon 3
• Resist the urge to request/require non-essential information.
• The hard work of getting visitors to the form is complete. Now reduce
the hurdle to give.
• Consider presenting only required fields, reducing the need for
constituents to decipher what needed and what’s not.
• The upfront transparency and simplicity is refreshing for constituents.
SIMPLIFY YOUR FORMS
5. 10/8/13 #bbcon 5
REMOVE DISTRACTIONS
• While simplifying forms, consider the big picture as well – the
wrapping page design, content and competing calls to action.
• A landing page has singular goal, unlike the general website. All of the
doors and windows (links, buttons, distracting content) that lead away
from the goal should be removed.
• How do you identify which distractions to remove and why? Review
actual visitor behavior with Google Analytics.
8. 10/8/13 #bbcon 8
TRACK GOAL CONVERSIONS
• Remove the emotion that comes along with cutting content and
simplifying a design through the use of web traffic data.
• Goal Funnel Visualization reports in Google Analytics
- Track visitor behavior on a donation page and visualize where constituents
abandoned the donation form.
- Identify and remove links and paths that lead prospective constituents away
from completing the form.
9. 10/8/13 #bbcon 9
FIELD LEVEL FORM TRACKING
• Use JavaScript to execute an if/
then statement on event tracking
and determine whether or not
users are completing each field.
• In this case, Steve has skipped
the Nick Name field and moved
straight to the Street Address
field.
10. 10/8/13 #bbcon 10
FIELD LEVEL FORM TRACKING
• Based on event tracking data, Steve isn’t the only visitor skipping the
Nick Name field. It’s a likely distraction and should be removed
11. 10/8/13 #bbcon 11
THINK SMALL
• Try intercepting the
donation user experience
further up stream.
• Add a miniature form in
the side-column of the
page to facilitate a
conversion path
17. 10/8/13 #bbcon 17
BUILD A BUSINESS CASE TO GO MOBILE
• Analyze mobile adoption in Google Analytics through a year over
year comparison
18. 10/8/13 #bbcon 18
BUILD A BUSINESS CASE TO GO MOBILE
• Compelling numbers emerge when the mobile traffic growth rate is
viewed from one year to the next.
• Consider the following example, where 12% of total site traffic may not
appear significant won its own :
19. 10/8/13 #bbcon 19
USABILITY TESTING
• Usability testing captures audience behaviors and helps to identify
effective form designs and layouts, leading to improved donor
experiences.
20. 10/8/13 #bbcon 20
A/B TESTING
• Version A received 26.88%
more clicks on the
‘donate’ button
• Consider the example of a
26% increase for an
organization with $200K
in annual online
donations:
21. 10/8/13 #bbcon 21
A/B TESTING
• Version A got a 10.2% life
in average donation
amounts per page view,
contributing a total of
$1.02 million in donation
to Haiti
22. 10/8/13 #bbcon 22
TIME SAVING TRICKS & TECHNIQUES
• Field and label alignment improves user eye tracking and
reduces the time required to complete a form.
23. 10/8/13 #bbcon 23
ERROR MESSAGES & INSTANT VALIDATION
• Error messages are often
abrasive and only
delivered after the fact
• Instant validation will
notify the visitor of missed
fields as they go
25. 10/8/13 #bbcon 25
STORY TELLING - MICROSITE
• Campaign sites and microsites
are a great opportunities to set
aside competing objectives of
the organization and focus on
the story and a single ask.
• After the audience has taken the
narrative journey and landed on
the donation form – remove all
distractions and bring a singular
focus to the form.
26. 10/8/13 #bbcon 26
CONTENT STRATEGY
• Know your brand
• Adhere to a content and messaging strategy that fits the organization’s image
and objectives.
• Two great examples of succinct content strategy approaches are ASPCA and
Girls Scouts’ To Get Her There campaign, though the tone and emotional
appeal between the two are polar opposite.
28. 10/8/13 #bbcon 28
GAMIFICATION
• Incorporate principles
of gamification into a
standard donation form
• Tie the org’s mission to
the act of donating
through illustrations
• Build the illustration in
sync with field
validation
29. 10/8/13 #bbcon 29
GAMIFICATION - VIRTUAL TOUR / GIVING
• Is there a physical representation of
your use of funds?
• How about turning an interactive virtual
tour into a donation form!
• Immerse the donor in a true-to-life user
experience that encourages them to
take action.
30. 10/8/13 #bbcon 30
CROWDFUNDING
http://middstart.middlebury.edu/
• Crowdfunding is an exciting way to engage donors and link them directly
to the project, program, beneficiary.
• This approach tends to incorporate: Target funding minimums, deadline
dates, as well as donor access to progress reports and a community.
31. 10/8/13 #bbcon 31
USER GENERATED CONTENT
http://www.weizmann-usa.org/tomorrow-lab/fighting-cancer.aspx
• Harnessing enthusiasm, voice and content of your constituents
• Aggregating and presenting user generated content offers an authentic
audience-centric view, while reducing content production demands on the
organization
