Donation basket abandonment - do you know where your weak spot is?

Digital Forum 4 November 2014Donation basket abandonment rates research

Numbers we are interested in …

Number of people who click on the donate button on your home page

% of people who started and completed a single/regular donation

% of people who started and didn’t complete a single/regular donation

Of those who didn’t complete a single/regular donation, the reasons why (e.g. 3-D secure password failure, card type did not match card number)


Organisation 1:(Month August 2014)

87% who began a CC single donation completed it13% did not

Of the 13%:7% = Card type did not match card number (user error)4 % = 3-D secure password failure (user error)2 % = Technical error



78% who began a CC single donation completed it22% did notOf the 22%:Most = Card declined - Most common issues here are people failing the 3D secure/Visa

verified fraud prevention step or putting in an address different to the card address. Some of these then going back a do it successfully for a second time.

Some = Going to regular donate - Having got to the check out of a single donate some

people then change their minds and go back to the regular donate page instead.

Some = Timing out - Some people just close the browser or leave it open on the card page

without confirming until it times out (15 minutes or more).



81% who began a DD donation completed it19% did not




Of the 14%:7% - User error5% - Declined bank2% - Fraud




Of the 58%:33% Gift Aid 26% Personal details16% Card details25% Tech errors



33% who began a DD single donation completed it67% did notOf the 67%:41% Gift Aid 34% Personal details14% Bank details1% Summary10% Tech errors



96% who began a CC single donation completed it4% did notOf the 4%:50% Exit14% Navigate back to make a regular gift10% Card declined or failed24% Unknown

Summary

For every 100 people who arrive at your

single giving page and start to give, on average

74 (96 best/42 worst) of them will

successfully complete the transaction.

Single gift = 26% avg abandonment rate

For every 100 people who arrive at your

Direct Debit page and start to give, on average

43 (81 best/14 worst) of them will

successfully complete the transaction.

Regular gift = 57% avg abandonment rate

Donation basket abandonment - do you know where your weak spot is?

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