7 Ways to Get Your Web Visitors to Act And Love You!

Kelly Townsend, The Humane Society of the U.S., @HumaneSociety, @krt84Liz Murphy, RedEngine Digital, @redengine, @lizred

1#

WHAT is my value proposition? WHY should I give to you, buy from you? HOW will this benefit me?

Understand my needsAnswer my questions

The trust factor Audience obstacles

& questions ◦Market research◦White mail◦Call center ◦Analytics

Establish trust & authority

Trust symbolsVerisign/NortonCharity navigatorBBB Customer service

linksTesting ground

Control formMonthly giving focus,

with one-time givingas secondary CTA

Landing page for PPC/search and ad campaigns

Goal: Acquire more mo./one-time donors and increase donation conversion rates

Hypothesis: Having a “splash” page preceding the donation form with more information about organization’s mission/goals would acquire more donors and increase landing page conversion rates. This was based on success during year-end 2010.

Tested control form against new A splash & form and new B splash & form

Forms were the same for all Splash A had more prominent offer for one-time

gifts (in addition to monthly) Splash B had more prominent offer for monthly

gifts (in addition to one-time)

Splash B (with Donate Monthly button at top) generated a 14% increase in # of donations over control

And conversion rate was 15% higher than control.

Even Splash A brought in 3% higher # of donations than the control (form only)

#2

Visual design cues If it’s larger, brighter, higher on page, it

gets prominenceThe art of call to action buttons

◦High contrast◦More white space around it◦Show urgency ◦Use an image with a button

NC button test HSUS example?

One main call to action, one or two secondary◦Limited navigation and outbound links◦Track your user paths for fine-tuning

Communicate how easy it is & follow through

Use urgency

# image3

New or returning visitor Giving/buying levels or types Interests, past transactions and content consumption Location Behavior Channel preference Gender Technology Language

Unique form with one change Response

rates 7x higher than email file!

Conversion rates 2x higher

Avg. gifts 7x higher

Personalizing my visit

#4

Identify known engagement triggers◦Issue- or content-based◦Behavior-based ◦Dependent on donor or

sales funnel ◦Analytics have great data (navigation analysis)!

One of these PPC ads brought in 21% more revenue

Which ad brought in 67% more revenue?

Change.org activist cultivation

19.19% action rate for send #1 and 8.45% for resend (compares to average action rates of ~3-3.5%)

Significantly higher than benchmarked action response rate for wildlife & animal welfare of 2.6% (SOURCE: M&R Strategic Services/NTEN 2012 eNonprofit Benchmarks Study)

New version saw 5% higher conversion rate than original in Google, but lost in Bing.

Added more red and bolded links talking about research and a cure

#5

Browser and ESP testing Experiment but offer alternativesValidate & QAUser test for your visitors

Trends shifted this year

50% more donations came via the API vs. people clicking over to the website

In 2011, mobile donations were 4% of donations; today they account for more than 9% of donations and 8% of funds raised

image

#6

Customers “travel” Keep it consistentSynchronize messagingSame offers, creativeUnique engagement per channel

Image

#7

Create lapsed donor/buyer programsResend emails to those who clicked but

didn’t act, those who didn’t openLightbox on return visit with known

interest or upsellSend reminders to donors of previous

campaignsTest and test some more

Series of emails to all lapsing and canceled online monthly donors, asking them to become a monthly donor again.

Outgoing emails include a link to dedicated donation forms, as well as a phone number to our membership inbound call center.

After emails/inbound call center period is over, all non-reinstated sustaining donors are called by an outbound call center.

6.8% reactivated by EMAIL1.3% reactivated by INBOUND call center6.2% reactivated by OUTBOUND call center

© 2011 Convio, Inc.44

© 2011 Convio, Inc.45

HSUS phoned EOY email respondents who clicked through on an email, but didn’t give. 7% gave by phone!

How to identify conversion key performance indicators to assess your conversion success

How to formulate hypotheses for creative or landing page testing on your site

Kelly Townsend, ktownsend@humanesociety.org, @krt84Liz Murphy, liz@redenginedigital.com, @lizred, 703-556-6951

Download slides at www.redenginedigital.com

Don’t forget to visit the Solutions Showcase!

Many of the ideas discussed today are on display at the Solutions Showcase!

#bridgeconf