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

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From Bridge Conference, Aug 2012

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

  1. 1. 7 Ways to Get Your Web Visitors to Act And Love You! Kelly Townsend, The Humane Society of the U.S., @HumaneSociety, @krt84 Liz Murphy, RedEngine Digital, @redengine, @lizred
  2. 2. 1 #
  3. 3. WHAT is my value proposition? WHY should I give to you, buy from you? HOW will this benefit me? Understand my needs Answer my questions
  4. 4.  The trust factor  Audience obstacles & questions ◦ Market research ◦ White mail ◦ Call center ◦ Analytics
  5. 5.  Establish trust & authority
  6. 6.  Trust symbols  Verisign/Norton  Charity navigator  BBB  Customer service links  Testing ground
  7. 7. Control form Monthly giving focus, with one-time giving as secondary CTA Landing page for PPC/search and ad campaigns
  8. 8.  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.
  9. 9. 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) 
  10. 10.  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.
  11. 11.  Even Splash A brought in 3% higher # of donations than the control (form only)
  12. 12. 2 #
  13. 13.  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
  14. 14.  NC button test  HSUS example?
  15. 15.  One main call to action, one or two secondary ◦ Limited navigation and outbound links ◦ Track your user paths for fine-tuning  Communicate through  Use urgency how easy it is & follow
  16. 16. # 3  image
  17. 17. New or returning visitor  Giving/buying levels or types  Interests, past transactions and content consumption  Location  Behavior  Channel preference  Gender  Technology  Language 
  18. 18.   Response rates 7x higher than email file!  Conversion rates 2x higher  Avg. gifts 7x higher Unique form with one change
  19. 19.  Personalizing my visit
  20. 20. 4 #
  21. 21.  Identify known engagement triggers ◦ Issue- or content-based ◦ Behavior-based ◦ Dependent on donor or sales funnel ◦ Analytics have great data (navigation analysis)!
  22. 22.  One of these PPC ads brought in 21% more revenue  Which ad brought in 67% more revenue?
  23. 23.  19.19% action rate for send #1 and 8.45% for resend (compares to average action rates of ~33.5%)  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
  24. 24.   New version saw 5% higher conversion rate than original in Google, but lost in Bing. Added more red and bolded links talking about research and a cure
  25. 25. 5 #
  26. 26.  Browser and ESP testing  Experiment but offer alternatives  Validate & QA  User test for your visitors
  27. 27.  Trends shifted this year  50% more donations came via the API vs. people clicking over to the website
  28. 28.  In 2011, mobile donations were 4% of donations; today they account for more than 9% of donations and 8% of funds raised
  29. 29. 6 #  image
  30. 30.  Customers “travel”  Keep it consistent  Synchronize messaging  Same offers, creative  Unique engagement per channel
  31. 31. # 7  Image
  32. 32.  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
  33. 33. 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.
  34. 34. 6.8% reactivated by EMAIL 1.3% reactivated by INBOUND call center 6.2% reactivated by OUTBOUND call center 44 © 2011 Convio, Inc.
  35. 35.  HSUS phoned EOY email respondents who clicked through on an email, but didn’t give. 7% gave by phone! 45 © 2011 Convio, Inc.
  36. 36.  How to identify conversion key performance indicators to assess your conversion success  How to formulate hypotheses for creative or landing page testing on your site
  37. 37. Kelly Townsend, ktownsend@humanesociety.org, @krt84 Liz Murphy, liz@redenginedigital.com, @lizred, 703-556-6951 Download 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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