"7 Ways to Get Your Web Visitors to Act (and Love You!)"
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Transcript of "7 Ways to Get Your Web Visitors to Act (and Love You!)"
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, [email protected], @krt84Liz Murphy, [email protected], @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