20 Ways to Trick Out Your Donation Form
-
Upload
tom-thayer -
Category
Design
-
view
109 -
download
2
description
Transcript of 20 Ways to Trick Out Your Donation Form
10/8/13 #bbcon 1
20 Ways To Trick Out Your Donation Forms PRESENTED BY:
TOM THAYER & DOMINIC TAVERNITI
10/8/13 #bbcon 2
SIMPLIFY YOUR FORMS
10/8/13 #bbcon 3
• Resist the urge to request/require non-essential information. • The hard work of getting visitors to the form is complete. Now reduce
the hurdle to give. • Consider presenting only required fields, reducing the need for
constituents to decipher what needed and what’s not. • The upfront transparency and simplicity is refreshing for constituents.
SIMPLIFY YOUR FORMS
10/8/13 #bbcon 4
REMOVE DISTRACTIONS
By Ion Interactive
10/8/13 #bbcon 5
REMOVE DISTRACTIONS
• While simplifying forms, consider the big picture as well – the wrapping page design, content and competing calls to action.
• A landing page has singular goal, unlike the general website. All of the doors and windows (links, buttons, distracting content) that lead away from the goal should be removed.
• How do you identify which distractions to remove and why? Review actual visitor behavior with Google Analytics.
10/8/13 #bbcon 6
TRACK GOAL CONVERSIONS
10/8/13 #bbcon 7
TRACK GOAL CONVERSIONS
10/8/13 #bbcon 8
TRACK GOAL CONVERSIONS
• Remove the emotion that comes along with cutting content and simplifying a design through the use of web traffic data.
• Goal Funnel Visualization reports in Google Analytics - Track visitor behavior on a donation page and visualize where constituents
abandoned the donation form. - Identify and remove links and paths that lead prospective constituents away
from completing the form.
10/8/13 #bbcon 9
FIELD LEVEL FORM TRACKING
• Use JavaScript to execute an if/then statement on event tracking and determine whether or not users are completing each field.
• In this case, Steve has skipped the Nick Name field and moved straight to the Street Address field.
10/8/13 #bbcon 10
FIELD LEVEL FORM TRACKING
• Based on event tracking data, Steve isn’t the only visitor skipping the Nick Name field. It’s a likely distraction and should be removed
10/8/13 #bbcon 11
THINK SMALL
• Try intercepting the donation user experience further up stream.
• Add a miniature form in the side-column of the page to facilitate a conversion path
10/8/13 #bbcon 12
MOBILE FIRST
10/8/13 #bbcon 13
MOBILE FIRST
10/8/13 #bbcon 14
MOBILE FIRST
• Single Column • Taller Input Fields • In-Field Labels • Larger Hit Areas • Larger Text • Progressive Disclosure
10/8/13 #bbcon 15
http://goo.gl/KOwJcX
CHECK OUT A MOBILE DONATION FORM
10/8/13 #bbcon 16
BUILD A BUSINESS CASE TO GO MOBILE
10/8/13 #bbcon 17
BUILD A BUSINESS CASE TO GO MOBILE
• Analyze mobile adoption in Google Analytics through a year over year comparison
10/8/13 #bbcon 18
BUILD A BUSINESS CASE TO GO MOBILE
• Compelling numbers emerge when the mobile traffic growth rate is viewed from one year to the next.
• Consider the following example, where 12% of total site traffic may not appear significant won its own :
10/8/13 #bbcon 19
USABILITY TESTING • Usability testing captures audience behaviors and helps to identify
effective form designs and layouts, leading to improved donor experiences.
10/8/13 #bbcon 20
A/B TESTING
• Version A received 26.88% more clicks on the ‘donate’ button
• Consider the example of a 26% increase for an organization with $200K in annual online donations:
10/8/13 #bbcon 21
A/B TESTING
• Version A got a 10.2% life in average donation amounts per page view, contributing a total of $1.02 million in donation to Haiti
10/8/13 #bbcon 22
TIME SAVING TRICKS & TECHNIQUES
• Field and label alignment improves user eye tracking and reduces the time required to complete a form.
10/8/13 #bbcon 23
ERROR MESSAGES & INSTANT VALIDATION
• Error messages are often abrasive and only delivered after the fact
• Instant validation will notify the visitor of missed fields as they go
10/8/13 #bbcon 24
STORY TELLING - MICROSITE
http://fuelinginnovation.iit.edu/
10/8/13 #bbcon 25
STORY TELLING - MICROSITE
• Campaign sites and microsites are a great opportunities to set aside competing objectives of the organization and focus on the story and a single ask.
• After the audience has taken the narrative journey and landed on the donation form – remove all distractions and bring a singular focus to the form.
10/8/13 #bbcon 26
CONTENT STRATEGY
• Know your brand • Adhere to a content and messaging strategy that fits the organization’s image
and objectives. • Two great examples of succinct content strategy approaches are ASPCA and
Girls Scouts’ To Get Her There campaign, though the tone and emotional appeal between the two are polar opposite.
10/8/13 #bbcon 27
DREAM A LITTLE
10/8/13 #bbcon 28
GAMIFICATION
• Incorporate principles of gamification into a standard donation form
• Tie the org’s mission to the act of donating through illustrations
• Build the illustration in sync with field validation
10/8/13 #bbcon 29
GAMIFICATION - VIRTUAL TOUR / GIVING
• Is there a physical representation of your use of funds?
• How about turning an interactive virtual tour into a donation form!
• Immerse the donor in a true-to-life user experience that encourages them to take action.
10/8/13 #bbcon 30
CROWDFUNDING
http://middstart.middlebury.edu/
• Crowdfunding is an exciting way to engage donors and link them directly to the project, program, beneficiary.
• This approach tends to incorporate: Target funding minimums, deadline dates, as well as donor access to progress reports and a community.
10/8/13 #bbcon 31
USER GENERATED CONTENT
http://www.weizmann-usa.org/tomorrow-lab/fighting-cancer.aspx
• Harnessing enthusiasm, voice and content of your constituents • Aggregating and presenting user generated content offers an authentic
audience-centric view, while reducing content production demands on the organization
10/8/13 #bbcon 32
YOUR TURN, WHAT TRICKS DO YOU HAVE? . . . OR QUESTIONS?