To improve your odds of raising more money online in 2013, most organizations would be well served to dedicate more time and resources to donation page testing.
But a greater commitment to testing is no guarantee of better results. The fact is, not all things on your donation page matter for conversion. To get statistically significant improvement, you need to focus making changes your visitors actually care about.
Below is a list of 7 emerging techniques on donation pages that we think do matter for conversion. All were in evidence during the recent year-end giving season—and focus on changes that improve usability or increase the perceived value of giving relative to its perceived cost.
Consider incorporating some of these ideas into your testing program for 2013:
- Shorter pages:More 2-column forms are replacing long, 1-column forms in order to make the giving process appear shorter and simpler, and bring the donate button above the fold.Example: Earthjustice (click screenshot to enlarge)
- Multi-step donation processes in which each step is short and super-focused:This technique can involve breaking up the giving process into bite sized pieces across multiple pages, or merely coding the steps to unfold as the user progresses through a sequence of micro-decisions, as in the case of the Obama Campaign.For this tactic to succeed (in testing or otherwise), it’s essential that your software platform is able to consistently load each step without delay.
If page load times are at all sluggish in a multi-step process, this technique could backfire in a big way, since any delay increases user frustration and contributes to higher page abandonment.
Example: Charity Water (click screenshot to enlarge)
- Donation page supplants the homepage on Dec 31st:This pushy tactic goes one step further than a splash page call to action for year-end giving; it puts a donation form in front of the visitor before they’ve expressed any desire to donate.But if there’s one day of the year it might make sense to remove one click from the online giving process, that’s December 31st –a day in which a huge portion of your site traffic seeks to accomplish this one task.
The caveat with this technique is that there’s no set of comparable conditions for testing outside of December 31st. Surely, this technique would backfire at any other time, when site visitor intentions are not so homogenous.
Even a brief stint of testing on December 31st is a level of risk that many organizations are probably unwilling to endure, given the stakes. But for those brave enough to try even for a few hours, it’s likely to yield valuable insights.
Example: Feeding America (click screenshot to enlarge)
- Embedded video to express mission impact & successes from the year:This technique can be very effective if the video has a high production value with content that’s on point for your audience. Generally speaking, videos that work for fundraising feature poignant imagery, emotionally resonant music, tight editing, and a clear call to action.But while a well-produced video can be a powerful motivator, it’s essential that the video doesn’t serve as the sole vehicle for your message. Your call to action and value proposition for giving still need to be summarized on the donation page apart from the video. This ensures that all visitors have a positive user experience, regardless of whether they watch your video.
Example: Share Our Strength (click screenshot to enlarge)
- Large, hard-hitting images with very brief copy:A powerful image can deliver greater emotional impact than a copy-intensive page. This is especially true if your cause has charismatic beneficiaries (e.g. jaguars, puppies, children). Image-driven pages can also produce a more streamlined giving process since they’re devoid of clutter.Of course, this isn’t an equal opportunity tactic. Some nonprofit causes look much better in photos than others. If your work doesn’t lend itself to this technique, consider #6 below.
Example: Save the Children (click screenshot to enlarge)
- No photos:This tactic isn’t new or surprising for causes that have a difficult time expressing the value of their work in images (e.g. civil liberties groups), but we’ve also noticed this trend on the donation pages of groups whose work does provide great opportunity for visual reinforcement (international relief orgs).While the wrong photo (e.g. one expressing no value or that looks staged) can surely backfire, I question the wisdom of removing photos when a cause has strong visual assets to employ. The only way to know for sure is to test it!
Example: AmeriCares (click screenshot to enlarge)
- No detours:To keep visitors tightly focused on the main call to action, donation page wrappers are stripped of global navigation and visible links to other parts of the website are removed. Typically only the brand ID is linked to the homepage.While this technique has been in use for several years, we’ve noticed that it’s becoming much more widespread on donation pages for larger organizations.
Example: PETA (click screenshot to enlarge)