Liz Murphy from RedEngine Digital talked conversion of Web visitors with Kelly Townsend from HSUS at the 2012 Bridge Conference. Follow us @redengine [ http://twitter.com/redengine ].

1. Ways to Get
Your Web Visito
to Act
And Love
You!
Kelly Townsend, The Humane Society of the U.S., @HumaneSociety, @krt84
Liz Murphy, RedEngine Digital, @redengine, @lizred

2. We want it all!

3. All it takes is one word…

4. # It’s not about you,
It’s about me!

5. More “me”, less “you”
 WHAT is my value proposition?
 WHY should I give to you, buy from you?
 HOW will this benefit me?
 Understandmy needs
 Answer my questions

6. Spell it out

7. Show and tell

8. And don’t forget about …
 The trust factor
 Audience obstacles
& questions
◦ Market research
◦ White mail
◦ Call center
◦ Analytics

9. HSUS DRTV Donation Form FAQs
 Establish
trust &
authority

10. Trust matters
 Trust symbols
 Verisign/Norton
 Charity navigator
 BBB
 Customer service
links
 Testing ground

11. I Trust You but I’m Not
Ready to Commit – Yet

12. HSUS DRTV Landing Page Test
Control form
Monthly giving focus,
with one-time giving
as secondary CTA
Landing page for
PPC/search and ad
campaigns

13. Test a hypothesis
 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.

14. Control vs. 2 versions of splash
 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)

15. Control vs. splash B
 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.

16. Splash was clear winner
 Even Splash A brought in 3% higher # of donations than the
control (form only)

17. # Lead Me Down the
Garden Path, Please!

18. The stepping stones
 Visual design cues
 If it’s larger, brighter, higher on page, it
gets prominence
 The art of call to action buttons
◦ High contrast
◦ More white space around it
◦ Show urgency
◦ Use an image with a button

19. Color, contrast, authority, trust
 NC button test
 HSUS example?

20. Use Design to Emphasize CTAs

21. Edit Yourself
 Onemain 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

23. # Get Personal and I’m Yours
 image

24. Tailor Your Asks
 New or returning visitor
 Giving/buying levels or types
 Interests, past transactions and content
consumption
 Location
 Behavior
 Channel preference
 Gender
 Technology
 Language

25. HSUS Major Donors: You’re Special
 Unique form with one change
 Response
rates 7x
higher than
email file!
 Conversion
rates 2x
higher
 Avg. gifts 7x
higher

26. You Get Me, Amazon!
 Personalizing my visit

27. # Hit My Hot Buttons

28. What moves me?
 Identify known engagement triggers
◦ Issue- or content-based
◦ Behavior-based
◦ Dependent on donor or
sales funnel
◦ Analytics have great data (navigation analysis)!

29. Test your copy and creative
 One of these PPC ads brought in 21% more revenue
 Which ad brought in 67% more revenue?

30. What turns me on?  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)
 Change.org
activist
cultivation

31. Diabetes giving triggers
 Added more red and bolded links
 Version on talking about research and a cure
right brought
in 87% more
revenue and
38% greater
number of
donations

32. # Reassure Me

33. Technology security & QA matters
 Browser and ESP testing
 Validate & QA
 User test for your visitors
 Keep up with technology, but offer
alternatives

34. A Shift: HSUS Facebook Donations
 Trends shifted
this year
 50% more
donations
came via the
API vs. people
clicking over to
the website

35. Mobile giving, too!
 In 2011, mobile
donations were 4% of
donations; today they
account for more than
9% of donations and
8% of funds raised

36. # I Need Commitment!
 image

37. Please don’t change!
 Customers “travel”
 Keep it consistent
 Synchronize messaging
 Same offers, creative
 Unique engagement per channel

38. HSUS Honey at Year End

39. American Diabetes Safe at Schools

40. # Prove Your Love
 Image

41. I Left, But I Still Like You
 Create lapsed donor/buyer programs
 Resend emails to those who clicked but
didn’t act, those who didn’t open
 Lightbox on return visit with known
interest or upsell
 Send reminders to donors of previous
campaigns
 Test and test some more

42. HSUS Lovefest
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.

44. HSUS Lovefest
6.8% reactivated by EMAIL
1.3% reactivated by INBOUND call center
6.2% reactivated by OUTBOUND call center
44 © 2011 Convio, Inc.

45. HSUS End-of-Year Love
 HSUS phoned EOY email
respondents who clicked
through on an email to a
form, but didn’t give. 7%
gave by phone!
45 © 2011 Convio, Inc.

46. Thank You! Questions?
Kelly Townsend, ktownsend@humanesociety.org
Liz 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