The document discusses best practices for designing donation forms and webpages to optimize donations. It provides tips such as using fewer fields, clearly stating goals and needs, nudging users towards desired actions, prioritizing donations, and designing forms that work across devices. Examples show how these techniques increased donations, members, and conversion rates for a cancer organization.

1. From good intentions
to more web donations
AFP Toronto Congress
#AFPcongress - @BeateSorum
© Beate Sørum 2014

2. «I have decided to give, and I
will do so even if this form is
a bit incomprehensible and
it takes me all afternoon»
– no donor, ever.

3. Todays agenda
‣ Form design best practice
‣ Guiding your users
‣ Defaults and priorities
#AFPcongress
@BeateSorum

5. «I really want a hot dog»

6. «Do I really want
a hot dog..?»

7. ♥Giving is an
emotional
decision - not a
rational one.

9. «help out»-menu

10. «help out»-menu
Become a member

11. «help out»-menu
Become a member
Webshop

12. «help out»-menu
Become a member
Webshop
Donate withdrawn
coins

14. has not
changed

15. has not
changed
can
highlight
current
events

16. Don’t
make me
think
♥ ✚

17. Don’t
make me
think
♥ ✚

18. Slides:
bit.ly/
donationformsrule

19. «The best forms
are invisible»
- Luke Wroblewski
«Web form design «(2008 p.2)

20. Looks good, right?
First name
Last name
Adress
Zip code
City
Cancel OK

21. Looks good, right? do better!
First name
Last name
Adress
Zip code
City
Cancel OK
we can

22. Cancel OK
First name
Last name
Adress
Zip code
City

23. Cancel OK
First name
Last name
Adress
Zip code
City
adapt
field
lengths

24. Cancel OK
First name
Last name
Adress
Zip code
City

25. Cancel OK
First name
Last name
Adress
Zip code
City
group
fields

26. Cancel OK
First name
Last name
Adress
Zip code
City
buttons
clearly state
what they
do

27. Delete Donate
First name
Last name
Adress
Zip code
City
buttons
clearly state
what they
do

28. Delete Donate
First name
Last name
Adress
Zip code
City

29. Delete Donate
First name
Last name
Adress
Zip code
City
clear
first
choice

30. First name
Last name
Donate Let me throw
away all the
work I just did
Adress
Zip code
City

31. First name
Last name
Donate Let me throw
away all the
work I just did
Adress
Zip code
City
remove
things that
hurt more
than help

32. Donate
First name
Last name
Adress
Zip code
City

33. Donate
First name
Last name
Adress
Zip code
City
remove
things that
hurt more
than help

34. Donate
First name
Last name
Adress
Zip code
City

35. Donate
First name
Last name
Adress
Zip code
City
right-align
for easy
reading and
scanning

36. First name
Last name
Adress
Zip code
City
Donate

37. First name
Last name
Adress
Zip code
City
Donate
top-align
for mobile

38. First name
Last name
Adress
Zip code
City
Donate
DON’T
EVER DO
THIS!!

39. First name
Last name
I
Zip code
City
Donate
DON’T
EVER DO
THIS!!

40. clearly
state what
went wrong &
how to fix
There is an error. Please correct the
! highlighted field below.
A zip code has 5 digits
First name
Last name
Adress
Zip code
!
City
Donate

43. THE DATABASE IS
NOT in charge!

45. «Address line 1»
«Address line 2»

46. Just because your
database has a field
for it, does not mean
you have to ask for it.

47. Every extra field
in your form hurts
your donations.

48. http://bit.ly/ContactFormConversion

49. From 11 to 4 fields
Submissions up 140%
http://bit.ly/ContactFormConversion

50. WHAT’S THE
LEAST YOU CAN
GET AWAY WITH?
*google translated form. Please don’t blame me for bad grammar.

51. as a
conversation
think of your
forms

52. A conversation:
• Questions that belong
• Understandable questions
• Explain why you’re asking
• Ask follow-up questions when the
task is done.

57. forms
MATTER

58. Photo: Flickr-user renemensen CC-BY
donate

59. DONATE
NOW blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla

60. we have to guide
our users. ☛

61. what are our business
goals?
✚

62. business goals
1. Fewer people should get cancer
2. More of those who do, should
survive
3. Those who have to live with
cancer should have a better life

63. web page goals
1. A better life for patients and next of kin.
2. Increase knowledge of cancer and
prevention.
3. More people using our programs
4. Improve the Cancer Society’s position
and reputation

64. sender message receiver

65. the internet is a pull medium
sender message receiver

66. the internet is a pull medium
sender message receiver

67. the internet is a pull medium
sender message receiver
what you want is less important

68. what do the users
want?
♥

69. - Cancer treatments
- Symptoms
- Preventing cancer
- Cancer forms
- Latest research
- Choosing a hospital
THESE 6
HAD 25% OF
THE VOTES
*Norwegian Cancer Society,
Customer CareWords survey.

71. - …
- …
- …
- …
- …
- …
- …
- …
- …
- …
- …
- give money!

72. :(

73. HOME PAGE

74. HOME PAGE

75. HOME PAGE

76. HOME PAGE

77. HOME PAGE

79. Facebook,
research

80. Facebook,
research
Googled lung cancer

81. CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch

82. CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch

83. CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch

84. CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch

85. CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch

86. CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch

87. CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch

88. Googled lung cancer ?

89. Googled lung cancer Talk to someone
on the help line

90. Facebook,
research

91. Facebook,
research
Would you like to
support the
ongoing research?

92. core page path forward
research
project
business goal:
inform about research
user need:
read latest research

93. core page
research
project
path forward
make a
donation
business goal:
inform about research
user need:
read latest research

94. right CONTEXT
+ short PATH
to completion =action

95. cancer line conversations
average + 40
%
2006 2007 2008 2009 2010 2011 2012 2013

96. blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
DONATE
NOW

97. blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
GIVE NOW?
20 euros from Beate
donate

98. blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
GIVE NOW?
20 euros from Beate
donate
✃

102. google did this

103. blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
*all the feels*

104. blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
blablablablablablablablablablabla
*all the feels*
GIVE NOW?
20 euros from Beate
donate

105. make
PRIORITIES

106. Member! Donate! Regular gift!
Facebook! Instagram! Twitter!
Legacy! Volunteer! Sponsor!
Fundraise! Give stuff! Holiday cards!
Webshop! App! Newsletter!

107. Donate!
Member! Regular gift!
Facebook! Instagram! Twitter!
Legacy! Volunteer! Sponsor!
Fundraise! Give stuff! Holiday cards!
Webshop! App! Newsletter!

108. Don’t
make me
think
defaults USE
♥

109. «what are others giving..?»

110. NUDGE

111. annual
value of
regular
donors*
*signed up online

112. annual
value of
regular
donors*
2011 2012 2013 2014 (October)
*signed up online

113. annual
value of
regular
donors*
LAUNCH
2011 2012 2013 2014 (October)
*signed up online

114. annual
value of
regular
donors*
LAUNCH
2011 2012 2013 2014 (October)
*signed up online

115. annual
value of
regular
donors*
LAUNCH
2011 2012 2013 2014 (October)
*signed up online

116. annual
value of
regular
donors*
LAUNCH
2011 2012 2013 2014 (October)
*signed up online
5x
increase

117. «do you live with
anyone else who
wants to be a
member? It is
only $12 extra»

118. «do you live with
anyone else who
wants to be a
member? It is
only $12 extra»
ca.
30%

119. MOBILE-friendly
be

120. conversions,
christmas appeal

121. conversions,
christmas appeal
15%

122. conversions,
christmas appeal
15% 17%

123. conversions,
christmas appeal
15% 17% 10%

124. recruiting members
from facebook
* conversion rates

125. recruiting members
from facebook
10%
* conversion rates

126. recruiting members
from facebook
10%
5,2%
* conversion rates

127. recruiting members
from facebook
10%
5,2% 6,8%
* conversion rates

128. recruiting members
from facebook
* conversion rates

129. recruiting members
from facebook
49
* conversion rates

130. recruiting members
from facebook
49
69
* conversion rates

131. recruiting members
from facebook
49
69 170
* conversion rates

132. CONTEXT
is more important than
GADGET

133. More donations:
• Design (and code) your forms right
• Fewer fields are better
• Context is king
• Nudge
• Tell your users what you need
• Be device agnostic

134. thanks for listening!
questions?
http://bit.ly/donationformsrule
http://about.me/beatesorum