How simplifying the Give Now landing page greatly improved our online donation rates.

1. KPBS Give Now Landing Page
Revamp
Prepared by Leng Caloh, Interactive Strategies Manager

2. Before
• 4 options that
didn't match
logically 
becomes a
cognitive barrier to
completing your
intended action of
donating
• Asking you to make
a decision about
how you wanted to
pay – before you're
Don't ready to pay
Make Me
Think!

3. We Were Losing Too Many People
Exit Rate from Give Now landing page
57% 57%
55% 54%
45%
42%
Feb-2012 Mar-2012 Apr-2012 Jun-2012 Aug-2012 Sep-2012
FM Campaign TV Campaign FM Campaign TV Campaign TV Campaign TV Campaign

4. Before: Average Time on Page
0:00:53
It took nearly a minute to
decide what to do

5. After: Average Time on Page Cut
Nearly in Half to 32 seconds
• Two options:
– Monthly
– One-Time
• Sustaining clearly
labeled
• Quicker decision:
do you want to
support us on an
ongoing basis, or
just once?
• Less confusion

6. • Moved decision points about credit
card vs. bank account, and gift or no
gift, further down in the process
Landing page
Convio Sustainers form - credit card Convio One-Time
w/ Gift e-commerce
Convio One-Time
w/o Gift form
EFT Sustainers form - bank account

7. WHAT DO EXIT RATES HAVE TO DO
WITH MONEY?

8. More Money

9. High Exit Rate  Less Money
Low Exit Rate  More Money
Radio TV
50% $350.0 k 60% $200.0 k
45% $ Raised $180.0 k
Exit Rate $300.0 k Exit Rate Online
50%
40% $ Raised $160.0 k
Online
35% $250.0 k $140.0 k
40%
30% $120.0 k
$200.0 k
25% 30% $ Raised $100.0 k
Online
$150.0 k
20% $ Raised $80.0 k
Online 20% Exit Rate
15% $100.0 k $60.0 k
10% $40.0 k
Exit Rate 10%
$50.0 k
5% $20.0 k
0% $0.0 k 0% $0.0 k
Apr-12 Oct-12 Mar-12 Dec-12
$ Raised Online Exit Rate $ Raised Online Exit Rate

10. 11%
3,000 4,700
45% Exit Unique Unique
pageviews pageviews
$300k
$155k
April Radio Campaign October Radio

11. What If Page
Had Stayed Same?
4,700
• October campaign
Unique
pageviews
45% Exit
– Same # pageviews
– But 45% exit
– And 41% completion
•  $247k instead of $247k
$300k
 $53k less
October Radio
@ April Rates

12. 23% Exit
4,000
55% Exit Unique
pageviews
2,600
Unique
pageviews
$190k
$109k
March TV Campaign December TV

13. What If Page
Had Stayed Same?
4,000
• December campaign
Unique
pageviews
– Same # pageviews 55% Exit
– But 55% exit
– And 27% completion
•  $159k instead of
$190k $159k
 $31k less
December TV
@ March Rates

14. But wait, there's more!

15. More Sustaining Dollars Given Online!
Radio TV
$234k
Donation Value Over 12 Months
$77k
$68k $69k
$50k $55k
$38k $39k $38k $36k $45k
$14k
One-Time w/ Gift One-Time w/o Gift Sustaining (Credit) One-Time w/ Gift One-Time w/o Gift Sustaining (Credit)
April Radio Campaign March TV Campaign
October Radio Campaign December TV Campaign

16. Difference is Obvious in Daily Online
Averages
Radio TV
$15,000 $15,000
$10,000 $10,000
$5,000 $5,000
$- $-
One-Time w/ One-Time w/o Sustaining One-Time w/ One-Time w/o Sustaining
Gift Gift (Credit) Gift Gift (Credit)
April Radio Campaign March TV Campaign
October Radio Campaign December TV Campaign

17. Radio: All Types of Online Gifts Went Up
47% 47% • Sustaining gifts didn't
go up as much
27%
One-Time w/ One-Time w/o Sustaining
Gift Gift (Credit)

18. For TV Campaign, Online Sustaining
Gifts Increased the Most
259% • One-Time with Gift went
down... But Sustaining
went way up
173% – We effectively reduced the
number of people going to
the more expensive, less-
optimal option (e-
commerce model)
– We simplified the
choices, and made it easier
for our TV audience to
One-Time w/ Gift One-Time w/o Gift Sustaining (Credit)
-19%
support us in an ongoing
manner

19. What Does That Mean?
• We made it much easier for our older TV
audience to give us money, so we saw
dramatic increases
• Our radio audience already knew how to give
us money online – so the changes were more
incremental

20. SO HOW WELL DID WE DO WITH THE
REVAMPED GIVE NOW LANDING PAGE?

21. More People Donated Online
Than in Previous Campaigns
Radio Up 44% Overall TV Down -6% Overall
Web up
more ...BUT the
64%
Web went up 56%
44%
20%
OVERALL Phone Web OVERALL TOTALS Phone Web
TOTALS -6%
-21%
% CHANGE: Average Number of Daily Pledges by Source

22. Increased Online Giving During
Both Radio And TV Campaigns
$432k
$300k
$390k
$209k
$155k
$190k
$129k
$109k
Phone Web
Phone Web
April Radio October Radio March TV December TV

23. Surpassing the Trend
Radio: Web Increased at Higher Rate TV: Web Was Only Source That
Than Phone Increased in $ Raised Per Day
61%
50% 47%
35%
OVERALL TOTALS Phone Web
OVERALL Phone Web
TOTALS -9%
-24%
Percent change: Total dollars raised (averaged by number of campaign days)

24. So, Even Though the Size of the
Average Online Gift Went Down...
$0.1 k
$0.2 k
$0.1 k $0.1 k$0.1 k
$0.2 k
$0.1 k
$0.1 k
Phone Web Phone Web
April Radio October Radio March TV December TV

25. ... We Brought In More
TOTAL Dollars Online ...
• ... Because more people successfully
completed their donations online, thanks to
an easier-to-use landing page
– Fewer people left the landing page out of
confusion (lower exit rate)
– More people went on to donation pages
– AND more people went to the Sustainers form!

26. Yes!
• Web donations performed significantly better
than phone donations, in both Radio and TV
campaigns.
We can probably attribute the web's
increase in successful pledges to
the Give Now page revamp

27. Lessons Learned
• Our needs / goals (more bank sustainers)
shouldn't drive our design decisions. Our
users' goals should drive them. What do our
would-be donors want to do? SUPPORT US
and GIVE US MONEY. Lead them down that
path. Make it as easy as possible.

28. SO WHAT'S NEXT?

29. Work on Completion Rates
• While we significantly 45%
50%
improved our Exit 41%
Rates, our Completion
Rates* only went up a 11%
few percentage points (9
points for Radio, 5 points Exit Rate Completion Rate
for TV). April Radio October Radio
• We want MORE of our 55%
visitors to successfully 32%
27%
complete their donations. 23%
*Completion Rate: Ratio of number of donations
completed to unique pageviews of the Give Now
landing page Exit Rate Completion Rate
March TV December TV

30. How?
• Target Our Audiences • Identify how people are
– Radio and TV donors are navigating the
different ecommerce store and
• Age demographics make it easier for them
• Tech savviness to find what they want
• Motivations
– Identify where people
– So let's tailor message are dropping off in the
and design of the donation process and
landing page to the improve "sign posts" to
audience we're reaching move them along
out to
• Analytics
• Usability studies