Post on 07-May-2015
description
@BeateSorum http://about.me/beatesorum
FROM GOOD INTENTIONS
TO MORE DONATIONS
about.me/BeateSorumabout.me/BeateSorum
@BeateSorum
♥Internet
@BeateSorum http://about.me/beatesorum
• Finance research • Cancer care • Prevention • Advocacy • Information • Fighting cancer globally
Norwegian Cancer Society
about.me/BeateSorum
@BeateSorum http://about.me/beatesorum
«If you have decided to give, surely you will do that even if the form is a bit long»
@BeateSorum http://about.me/beatesorum
«If you have decided to give, surely you will do that even if the form is a bit long»
Wrong!
Slide by Netlife Research / @idaaa
Foto: Flickr-user wippetywu CC-BY
Slide by Netlife Research / @idaaa
Foto: Flickr-user Angermann CC-BY-SA
Slide by Netlife Research / @idaaa
Do i REALLY want a hot-dog?
Foto: Flickr-user Angermann CC-BY-SA
Slide by Netlife Research / @idaaa
@BeateSorum http://about.me/beatesorum
Making a donation is usually
an emotional decision - not a
rational one.
@BeateSorum http://about.me/beatesorum
People have gone from meaning well to doing well.
@BeateSorum http://about.me/beatesorum
The new Cancer Society website was A Big Deal
• 6 year old website • 6 year old back-end • 6 year old editorial structure • Innumeral stakeholders
@BeateSorum http://about.me/beatesorum
1. Ensure support for patients and next of kind
Website goals
@BeateSorum http://about.me/beatesorum
1. Ensure support for patients and next of kind2. Increase knowlegde about cancer and prevention
Website goals
@BeateSorum http://about.me/beatesorum
1. Ensure support for patients and next of kind2. Increase knowlegde about cancer and prevention3. More people using our services, online
Website goals
@BeateSorum http://about.me/beatesorum
1. Ensure support for patients and next of kind2. Increase knowlegde about cancer and prevention3. More people using our services, online4. Improve the NCS reputation
• (Hereunder raising more money and recruiting more members)
Website goals
@BeateSorum http://about.me/beatesorum
1. Ensure support for patients and next of kind2. Increase knowlegde about cancer and prevention3. More people using our services, online4. Improve the NCS reputation
• (Hereunder raising more money and recruiting more members)
Website goals
Grumpy fundraiser!
@BeateSorum http://about.me/beatesorum
1. Ensure support for patients and next of kind2. Increase knowlegde about cancer and prevention3. More people using our services, online4. Improve the NCS reputation
• (Hereunder raising more money and recruiting more members)
Website goals
Grumpy fundraiser!
0% 1% 2% 3% 4% 5% 6%
TreatmentSymptomsPreventionCancer formsLatest researchChoosing a hospitalPatient rightsNext of kin, adviceWaiting timeDietary prevention
6 of 79 tasks = 25 % of votes
Source: Top task analysis done by Netlife Research
0% 1% 2% 3% 4% 5% 6%
TreatmentSymptomsPreventionCancer formsLatest researchChoosing a hospitalDonateVolunteerIn memoriamLegacy
Fundraising at the
bottom of the list :(
Source: Top task analysis done by Netlife Research
0% 1% 2% 3% 4% 5% 6%
TreatmentSymptomsPreventionCancer formsLatest researchChoosing a hospitalDonateVolunteerIn memoriamLegacy
Fundraising at the
bottom of the list :(
Source: Top task analysis done by Netlife Research
User tasks
Business goals
«The Core Model», by Netlife Research
User tasks
Business goals
«The Core Model», by Netlife Research
User tasks
Business goals
«The Core Model», by Netlife Research
User tasks
Business goals
«The Core Model», by Netlife Research
User tasks
Core pages
Business goals
«The Core Model», by Netlife Research
User tasks
Core pages
«Lung cancer»
Business goals
«The Core Model», by Netlife Research
User tasks
Core pages
«Lung cancer»«Donate»
Business goals
«The Core Model», by Netlife Research
User tasks
Core pages
«Lung cancer»«Donate»
Business goals
«The Core Model», by Netlife Research
@BeateSorum http://about.me/beatesorum
Home page
Source: @IdaAa at Netlife Research
@BeateSorum http://about.me/beatesorum
Home page
Source: @IdaAa at Netlife Research
@BeateSorum http://about.me/beatesorum
Home page
Source: @IdaAa at Netlife Research
@BeateSorum http://about.me/beatesorum
Home page
Source: @IdaAa at Netlife Research
@BeateSorum http://about.me/beatesorum
Home page
Source: @IdaAa at Netlife Research
@BeateSorum http://about.me/beatesorum
Home page
Source: @IdaAa at Netlife Research
@BeateSorum http://about.me/beatesorum
A lot of users never
see any other page
@BeateSorum http://about.me/beatesorum
Googled
A lot of users never
see any other page
@BeateSorum http://about.me/beatesorum
Googled
A lot of users never
see any other page
@BeateSorum http://about.me/beatesorum
Googled
A lot of users never
see any other page
@BeateSorum http://about.me/beatesorum
?
?Googled
A lot of users never
see any other page
@BeateSorum http://about.me/beatesorum«The Core Model», by Netlife Research
@BeateSorum http://about.me/beatesorum
All the cred to these guys!
«The Core Model», by Netlife Research
@BeateSorum http://about.me/beatesorum«The Core Model», by Netlife Research
@BeateSorum http://about.me/beatesorum«The Core Model», by Netlife Research
@BeateSorum http://about.me/beatesorum
Mobile first forces you to make
priorities
«The Core Model», by Netlife Research
@BeateSorum http://about.me/beatesorumSketches and prototypes by Netlife Research
@BeateSorum http://about.me/beatesorum
Only real
content
Sketches and prototypes by Netlife Research
@BeateSorum http://about.me/beatesorum
lung cancerGoogled
Blog postFacebook
@BeateSorum http://about.me/beatesorum
Chat with
nurselung
cancerGoogled
Blog postFacebook
@BeateSorum http://about.me/beatesorum
Chat with
nurselung
cancerGoogled
Blog postFacebook
Goal 1: Support
@BeateSorum http://about.me/beatesorum
Chat with
nurselung
cancerGoogled
DonateBlog postFacebook
Goal 1: Support
@BeateSorum http://about.me/beatesorum
Chat with
nurselung
cancerGoogled
DonateBlog postFacebook
Goal 1: Support
Goal 4: Reputation
@BeateSorum http://about.me/beatesorum
The five questions
1. Who is the target audience for this content?
@BeateSorum http://about.me/beatesorum
The five questions
1. Who is the target audience for this content? 2. What is the user need/task?
@BeateSorum http://about.me/beatesorum
The five questions
1. Who is the target audience for this content? 2. What is the user need/task?3. What business goal does this cover?
@BeateSorum http://about.me/beatesorum
The five questions
1. Who is the target audience for this content? 2. What is the user need/task?3. What business goal does this cover?4. How will the content be found and used?
(describe a user case)
@BeateSorum http://about.me/beatesorum
The five questions
1. Who is the target audience for this content? 2. What is the user need/task?3. What business goal does this cover?4. How will the content be found and used?
(describe a user case)5. Why is the website the right channel for this
content?
@BeateSorum http://about.me/beatesorum
An overall much better website, that lets users do what they came for first - which is a big contributor to more donations.
@BeateSorum http://about.me/beatesorum
- Luke Wroblewski Web Form Design (2008)
«THE BEST FORMS ARE INVISIBLE»
@BeateSorum http://about.me/beatesorum
First nameLast nameAdressZip codeCity
Reset Submit
We can improve this form!
@BeateSorum http://about.me/beatesorum
First nameLast nameAdressZip codeCity
Reset Submit
Field length should hint of content
@BeateSorum http://about.me/beatesorum
First nameLast name
AdressZip codeCity
Reset Submit
Group fields that belong together
@BeateSorum http://about.me/beatesorum
First nameLast name
AdressZip codeCity
Delete Donate
Buttons must say what they actually do
@BeateSorum http://about.me/beatesorum
First nameLast name
AdressZip codeCity
Donate >
Preferred action should be prominent
Delete
@BeateSorum http://about.me/beatesorum
First nameLast name
AdressZip codeCity
Donate >
Remove buttons that hurt more than help
Let me throw away all the
work I just did
@BeateSorum http://about.me/beatesorum
First nameLast name
AdressZip codeCity
Donate >
Remove buttons that hurt more than help
@BeateSorum http://about.me/beatesorum
First nameLast name
AdressZip codeCity
Donate >
Remove buttons that hurt more than help
@BeateSorum http://about.me/beatesorum
First nameLast name
AdressZip code
City
Donate >
Right-align for easy scanning and reading
@BeateSorum http://about.me/beatesorum
First name
Last name
Adress
Zip code
City
Donate >
@BeateSorum http://about.me/beatesorum
Donate >
First name
Last name
Adress
Zip codeCity
@BeateSorum http://about.me/beatesorum
Donate >
First name
Last name
Zip codeCity
|
@BeateSorum http://about.me/beatesorum
Donate >
First name
Last name
Zip codeCity
Don’t EVER do this!
|
@BeateSorum http://about.me/beatesorum
First name
Last name
Adress
A zip code can only have 5 digits
Zip code
City
Clearly show what went wrong, and how to fix itThere is an error. Please correct the highlighted field below.!
!
@BeateSorum http://about.me/beatesorum
Slide by Netlife Research / @idaaa
DON’T ASK FOR MORE THAN NECESSARY
@BeateSorum http://about.me/beatesorum
by-nc-sa/2.0/ flickr.com/photos/jasonpearce/29251002/
@BeateSorum http://about.me/beatesorum
Just because the database has a
field for it, doesn’t mean
you have to ask for it.
by-nc-sa/2.0/ flickr.com/photos/jasonpearce/29251002/
What’s the least amount you can get away with?
Slide by Netlife Research / @idaaa
Twice as many filled in
the form
Slide by Netlife Research / @idaaa
Slide by Netlife Research / @idaaa
From 11 to 4 fields - 160% increase in contacts
Slide by Netlife Research / @idaaa
@BeateSorum http://about.me/beatesorum
Every extra input field damages your conversions.
Slide by Netlife Research / @idaaa
Don’t ask what you can get rid off.
Ask what you need.
@BeateSorum http://about.me/beatesorum
- Luke Wroblewski Web Form Design (2008 p.28)
«THINK OF FORMS AS A CONVERSATION»
Slide by Netlife Research / @idaaa
Foto: Flickr-bruker Lancastrian CC-BY-SA
What kind of conversation do we want?
Slide by Netlife Research / @idaaa
@BeateSorum http://about.me/beatesorum
Forms as a conversationSlide by Netlife Research / @idaaa
@BeateSorum http://about.me/beatesorum
Forms as a conversation• The questions should be a natural
part of the conversation
Slide by Netlife Research / @idaaa
@BeateSorum http://about.me/beatesorum
Forms as a conversation• The questions should be a natural
part of the conversation• If you ask understandable questions,
you will get answers
Slide by Netlife Research / @idaaa
@BeateSorum http://about.me/beatesorum
Forms as a conversation• The questions should be a natural
part of the conversation• If you ask understandable questions,
you will get answers• Explain why you need to know what
you are asking about
Slide by Netlife Research / @idaaa
@BeateSorum http://about.me/beatesorum
Forms as a conversation• The questions should be a natural
part of the conversation• If you ask understandable questions,
you will get answers• Explain why you need to know what
you are asking about• Follow-up questions are best asked
after the form has been sent
Slide by Netlife Research / @idaaa
Family membership
@BeateSorum http://about.me/beatesorum
• A/B-testing• User testing
Make sure it works
@BeateSorum http://about.me/beatesorum
• A/B-testing• User testing• Funnel-analysis
Make sure it works
@BeateSorum http://about.me/beatesorum
• A/B-testing• User testing• Funnel-analysis• Talk to customer service
Make sure it works
@BeateSorum http://about.me/beatesorum
The idea that more choices actually lead to fewer actions.
The paradox of
choice
Donate now!Recurring giftSponsor a child Become a member Volunteer
Follow us on Facebook Subscribe to newsletter
Order brochure Download app
Join our #Instagram competition
Donate now!
Recurring Sponsor Member Volunteer
Follow on facebook Subscribe
Order Download app
Join our #instagram competition
One-off donations+198%
One-off donations+198%
New regular donors
+288%
One-off donations+198%
New regular donors
+288%
Annual value new regular
donors+382%
New members+107%
about.me/BeateSorum
Text donations 53 %
Web donations phone 16 %
Web donations tablet
6 %
Web donations desktop
25 %
Even more important on small screens
Cold Water Challenge
@BeateSorum http://about.me/beatesorum
Context is more important than device
Member recruitment
from Facebook
@BeateSorum http://about.me/beatesorum
Context is more important than device
2,5%
Member recruitment
from Facebook
@BeateSorum http://about.me/beatesorum
Context is more important than device
2,5%
6,5%Member
recruitment from
@BeateSorum http://about.me/beatesorum
Context is more important than device
2,5%
6,5% 7,3%Member
recruitment from
@BeateSorum http://about.me/beatesorum
Means we can create dedicated landing pages
Portable forms
Nudge!
Annual value of new regular donors
2011 2012 2013 2014 (May)
Annual value of new regular donors
2011 2012 2013 2014 (May)
Annual value of new regular donors
2011 2012 2013 2014 (May)
Launch September
Annual value of new regular donors
2011 2012 2013 2014 (May)
Launch September
Annual value of new regular donors
2011 2012 2013 2014 (May)
Launch September
Annual value of new regular donors
Never under-estimate defaults!
0
10
20
30
40
50
60
70
80
90
100
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug
250 kr500 kr
0
10
20
30
40
50
60
70
80
90
100
2012 sep 2012 okt 2012 nov 2012 des 2013 jan 2013 feb 2013 mar 2013 apr 2013 mai 2013 jun 2013 jul 2013 aug
250 kr500 kr Default changed
from 250 NOK to 500 NOK