The Perfect Online Donation Process:A journey into the unknown...

July 2011

Agenda:

Introductions and Overview – Jason Potts

A practical perspective on the challenge – Mike Walton

The process of creating the best donation experience possible and the findings to date – Simon Norris

Q&A - All

If there’s one reason we

have done better than of

our peers, it is because we

have focused like a laser

on customer experience,

and that really does matter,

I think, in any business.

It certainly matters online,

where word of mouth is so

very, very powerful.

Jeff Bezos – founder,

Amazon.com

The perfect user experience

Arrive at airport

Welcomed by staff

Check in 5 mins

Priority boarding

Land at destination

Not so much ...

Arrive at airport

Ignored by staff

Check in takes 3 hours

Boarded last

Land at destination

Did you know?Q.

How did Amazon.com, using usability

testing add $2.5B to their revenue stream?

A.

By adjusting the sort order of

user comments!

Did you know?Q.

How did Microsoft’s Bing.com search

engine increased their revenue by $80M

after a usability review?

A.

By adjusting colour of their hyperlinks!

Did you know?Q.

What percentage of website visitors who

intend to make a donation, don’t get to the

end of the process?

Source: M.A.D.

A.

47 per cent!!!

Did you know?Q.

What is the average conversion ratio for a

donation form that hasn’t been usability

tested?

Source: Convio/Donor Digital research 2011

http://donordigital.com/publications/Donordigital-Convio%20Donation_Form_Optimization_Whitepaper.pdf

A.

15 per cent!!!

Convio/Donor Digital results suggest the following elements meaningfully affect user behaviour on most donation forms:

– Form length: A one-page form does significantly better for most organisations

– Column layout: One or two columns best

– Trust seals: Prominent placement above the fold matters, and more than one may help too

– changing gift string layouts produced improvements in most tests

Reasons Given for Not Donating

• 47% decided not to donate because of confusing

navigation, cluttered design, and/or confusing flow

from page to page

• 17% of people couldn't locate the donate button due to 'banner

blindness' and 'over-formatting'

• 53% related to content. Unclear titles and terms along with

missing information

Source: Donation Usability: Increasing Online Giving to Non-Profits and Charities, Jacob Nielsen

http://www.johnchow.com/case-study-how-a-bum-increased-his-donations-by-over-100/

Homepage187.0% Increase in Donations per Unique Visitor (vs. Control Creative)

Donation page9.6% uplift against the Control Creative

vs.

+ 22.76%Join Click Rate

Vs.

Baseline (creative 3)Conversion Rate = x%

Winner (creative 27)Conversion Rate = x% +74.92%

• The Gorilla ad group increased conversion rate from 3.07% to 8.77%

– Cost per conversion fell from £6.25 to £3.07.

• The overall conversion rate increased from 0.26% to 2.46%

– Cost per conversion fell from £69.71 to £8.65.

What should you test?

• Page Heading

• Introductory Copy

• Donation Amounts

• Form Layout and process

• Field Labels & Field Prompts

• Number of Fields

• Buttons Size & Colour

• Button Text

• Security Assurances

• Privacy Assurances

Not for Profit Mobile queries via mobile on Google

http://www.google.com/sites/help/intl/en/mobile-landing-pages/mlpb.html

Agenda:

Introductions and Overview – Jason Potts

A practical perspective on the challenge – Mike Walton

The process of creating the best donation experience possible and the findings to date – Simon Norris

Q&A - All

Agenda:

Introductions and Overview – Jason Potts

A practical perspective on the challenge – Mike Walton

The process of creating the best donation experience possible and the findings to date – Simon Norris

Q&A - All

Agenda:

Introductions and Overview – Jason Potts

A practical perspective on the challenge – Mike Walton

The process of creating the best donation experience possible and the findings to date – Simon Norris

Q&A - All