Mandy Johnson, former director of partnerships, Change.org and Matt Collins, managing director, Platypus Digital Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

2. @CharityChap @MsMandyJ
Director, Platypus Digital
Email: matt@platypusdigital.com
Twitter: @CharityChap

3. @CharityChap @MsMandyJ
UK Director of Partnerships, Change.org
Email: Mandy@change.org
Twitter: @MsMandyJ

4. @CharityChap @MsMandyJ
What we will cover today...
● What landing pages are
● Why they are vital to success
● Biggest mistakes
● Founding principles
● Examples
● How to
● Free landing page consultancy bonanza

5. @CharityChap @MsMandyJ
What is a landing page?
A landing page is a campaign specific
page, with one purpose and one purpose
only:
to drive an action.

6. @CharityChap @MsMandyJ
Why are they vital for success?
Because you have campaigns for more donations,
marathon runners, volunteers, petitions...all of which
need action.
● Most website pages encourage further exploration and research, not action.
● So if you want the user to do something - make a donation or enquiry - you need to
focus their attention.

7. @CharityChap @MsMandyJ
What actions might someone take on a landing page?
● Make a one-off donation
● Make a regular gift
● Sign to a fundraising event
● Request a community fundraising pack
● Enquire about another type of fundraising (lead generation)

8. @CharityChap @MsMandyJ
The business case

9. @CharityChap @MsMandyJ
The business case

10. @CharityChap @MsMandyJ
The business case

11. @CharityChap @MsMandyJ
Elements of a landing page

12. @CharityChap @MsMandyJ
Put sh!t in: get sh!t out
What happens when you make cr@p landing pages?

13. @CharityChap @MsMandyJ
Put sh!t in: get sh!t out
What happens when you make cr@p landing pages?

14. @CharityChap @MsMandyJ
Put sh!t in: get sh!t out
What happens when you make cr@p landing pages?

15. @CharityChap @MsMandyJ
Biggest mistakes
Thinking a landing page is just a
page you land on

16. @CharityChap @MsMandyJ
Biggest mistakes
No clear call to action.

17. @CharityChap @MsMandyJ
Biggest mistakes
Not including a reason
to take the call to
action

18. @CharityChap @MsMandyJ
If you remembering NOTHING ELSE:
1. You have a maximum of 15 seconds to stop
someone clicking away
2. Lower conversion rate = lost money
3. Your go live date is not your completion date - is
the start of your live testing.

19. @CharityChap @MsMandyJ
The never-ending form...
You’re not
finished yet!!

20. @CharityChap @MsMandyJ
The ‘bore the living hell out of me’ page...

21. @CharityChap @MsMandyJ
The ‘what the flip is this field for?’ field

22. @CharityChap @MsMandyJ
The e-card?
Seriously?

23. @CharityChap @MsMandyJ

24. @CharityChap @MsMandyJ
The £3 million form

25. @CharityChap @MsMandyJ@CharityChap : @MandyChange

26. @CharityChap @MsMandyJ
Mandy to insert copy example

27. The focused ask

28. 21% conversion
The focused ask

29. 63% conversion
21% conversion
The focused ask

30. @CharityChap @MsMandyJ

31. @CharityChap @MsMandyJ
102% conversion

32. @CharityChap @MsMandyJ
Which image performed better?

33. @CharityChap @MsMandyJ
Free consultancy time!!!

34. @CharityChap @MsMandyJ
In case you’ve forgotten...
1. You have a maximum of 15 seconds to stop
someone clicking away
2. Lower conversion rate = lost money
3. Your go live date is not your completion date - is the
start of your live testing.

35. @CharityChap @MsMandyJ
Questions?

36. @CharityChap @MsMandyJ
Stay in touch
We love you.
matt@platypusdigital.com
mandy@change.org