1. The Perfect Online Donation Process:
A journey into the unknown...
July 2011

2. Agenda:
Introductions and Overview – Jason Potts
A practical perspective on the challenge – Mike Walton
The process of creating the best donation experience
possible and the findings to date – Simon Norris
Q&A - All

3. If there’s one reason we
have done better than of
our peers, it is because we
have focused like a laser
on customer experience,
and that really does matter,
I think, in any business.
It certainly matters online,
where word of mouth is so
very, very powerful.
Jeff Bezos – founder,
Amazon.com

4. The perfect user experience Not so much ...
Arrive at airport Arrive at airport
Welcomed by staff Ignored by staff
Check in 5 mins Check in takes 3 hours
Priority boarding Boarded last
Land at destination Land at destination

5. Did you know?
Q.
How did Amazon.com, using usability
testing add $2.5B to their revenue stream?
A.
By adjusting the sort order of
user comments!

6. Did you know?
Q.
How did Microsoft’s Bing.com search
engine increased their revenue by $80M
after a usability review?
A.
By adjusting colour of their hyperlinks!

7. Did you know?
Q.
What percentage of website visitors who
intend to make a donation, don’t get to the
end of the process?
A.
47 per cent!!!
Source: M.A.D.

8. Did you know?
Q.
What is the average conversion ratio for a
donation form that hasn’t been usability
tested?
A.
15 per cent!!!
Source: Convio/Donor Digital research 2011
http://donordigital.com/publications/Donordigital-Convio%20Donation_Form_Optimization_Whitepaper.pdf

9. Convio/Donor Digital results suggest the following
elements meaningfully affect user behaviour on most
donation forms:
– Form length: A one-page form does significantly better
for most organisations
– Column layout: One or two columns best
– Trust seals: Prominent placement above the fold matters,
and more than one may help too
– changing gift string layouts produced improvements in
most tests

10. Reasons Given for Not Donating
• 47% decided not to donate because of confusing
navigation, cluttered design, and/or confusing flow
from page to page
• 17% of people couldn't locate the donate button due to 'banner
blindness' and 'over-formatting'
• 53% related to content. Unclear titles and terms along with
missing information
Source: Donation Usability: Increasing Online Giving to Non-Profits and Charities, Jacob Nielsen

11. http://www.johnchow.com/case-study-how-a-bum-increased-his-donations-by-over-100/

14. Homepage
187.0% Increase in Donations
per Unique Visitor (vs. Control
Creative)
Donation page
9.6% uplift against the Control
Creative

15. + 22.76%
vs.
Join
Click Rate

16. Vs.
Baseline (creative 3) Winner (creative 27)
Conversion Rate = x% Conversion Rate = x% +74.92%

19. • The Gorilla ad group increased conversion
rate from 3.07% to 8.77%
– Cost per conversion fell from £6.25 to £3.07.
• The overall conversion rate increased from
0.26% to 2.46%
– Cost per conversion fell from £69.71 to £8.65.

20. What should you test?
• Page Heading
• Introductory Copy
• Donation Amounts
• Form Layout and process
• Field Labels & Field Prompts
• Number of Fields
• Buttons Size & Colour
• Button Text
• Security Assurances
• Privacy Assurances

21. Not for Profit Mobile queries via mobile on Google

22. http://www.google.com/sites/help/intl/en/mobile-landing-pages/mlpb.html

23. Agenda:
Introductions and Overview – Jason Potts
A practical perspective on the challenge – Mike Walton
The process of creating the best donation experience
possible and the findings to date – Simon Norris
Q&A - All

24. Agenda:
Introductions and Overview – Jason Potts
A practical perspective on the challenge – Mike Walton
The process of creating the best donation experience
possible and the findings to date – Simon Norris
Q&A - All

25. Agenda:
Introductions and Overview – Jason Potts
A practical perspective on the challenge – Mike Walton
The process of creating the best donation experience
possible and the findings to date – Simon Norris
Q&A - All