Claire Donner, strategy consultant and director, more onion Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. HELLO!

2. CLAIRE DONNER
claire@more-onion.com

3. OPTIMISING YOUR
FORMS

4. CRAP FORM
BINGO
One form problem = 1 point
5 points = BINGO!

5. Your form should be the most
prominent feature of the page
1

6. Decluttered page
No distracting links
2

7. Use a BIG, bright button
(with a clear label)
3
SIGN THE PETITION! DONATE NOW

8. Use LARGE form fields
4
First nameFirst name

9. Use social proof (well)
5

10. Split long forms into steps
6

11. Great form validation
7

12. Put the labels above the fields
8
First name
First name

13. CRAP FORM
BINGO

14. SET YOUR OBJECTIVES

15. What is the primary purpose of
your form?
To grow your supporters list?
To show a depth of support for a campaign?
To encourage non donors to make first donation?

16. Dealing with conflicting objectives

18. Build data over time
Don‘t block points of entry

19. OPT-IN OPTIMISATIONwith GDPR compliance

23. BEFORE THEY REACH
THE FORM

24. Consistency!

25. Pre-population
https://act.careinternational.org.uk/node/172
#p:first_name=*|FNAME|*&p:last_name=*|LNAME|
*&p:email=*|EMAIL|*

26. Hide superfluous
fields

27. AFTER THE FORMMaking the most of completion pages

28. Follow-on asks

29. Conditional thank you pages
• Different donation asks depending on past history
• Tailored follow-on actions
• Special thank you content
• Opt-ins

30. Conditional thank you pages

31. Developing a
TESTING PROGRAMME

32. Activity
Writing a testing plan
for your forms

33. The importance of
tracking
www.yourwebsite.com/signthepetition?utm_so
urce=email&utm_campaign=221018

34. The importance of
tracking

35. Interaction monitoring
how to identify what to test

36. Interaction monitoring

37. A few
REAL EXAMPLES

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condimentum in.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam dolor tortor, egestas in bibendum in,
facilisis nec velit. Aenean gravida velit ut cursus convallis.

45. CLAIRE DONNER
claire@more-onion.com
www.more-onion.com

46. Sponsored by
Charity digital
conference
21 November 2018
London
#charitydigital

47. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk