Better Giving Through Analytics
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How KPBS used analytics data to improve our online pledge experience. Presented for NPR Digital Services Analytics monthly call, October 2013.
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Better Giving Through Analytics
- 1. Be#er Giving Through Analy3cs KPBS Pledge Landing Page Revamp Leng Caloh, KPBS Interac3ve Strategy Manager @lengcaloh
- 2. "We Want More Bank Sustainers"
- 3. San Diego, We Have a Problem Don't Make Me Think! • Logic doesn't match à cogni3ve barrier to comple3ng intended ac3on of dona3ng • Asking you to make a decision about how you wanted to pay – before you're ready to pay
- 4. Words vs Numbers vs Feelings User experience blah blah blah Exit Rate from Give Now landing page 55% 42% 57% 45% 54% 57% Flickr/Dave Ru#y Feb-‐2012 Mar-‐2012 Apr-‐2012 Jun-‐2012 Aug-‐2012 Sep-‐2012 FM TV FM TV TV TV Campaign Campaign Campaign Campaign Campaign Campaign
- 5. Give Now Landing Page Aug. 4-‐Sept. 23, 2012 Pageviews • 3,474 Con3nued on to another page • 1,534 Exits • 1,940 56% exited
- 6. FM Campaigns Have Be#er Exit Rates Give Now Landing Page Average Exit Rate 56% 44% FM Campaign TV Campaign • Demographics – younger vs. older • Difference in messaging – specific premiums vs. general KPBS support
- 7. Average Time on Page 0:00:53 It took nearly a minute to decide what to do
- 8. Where People Went From Here... ~ 60 907 222 116
- 9. What The Experts Say • "Our tes3ng shows that you'll bring in more revenue during pledge drives if you skip over this support landing page and send users directly to the pledge form."
- 10. Fewer Steps = More $ • "...A proven rule of thumb from the for-‐profit world: If you're trying to get users to give you money, fewer steps in the process translates into a higher conversion rate. The fewer pages in the funnel, the more people end up finishing."
- 12. Aker • Two op3ons: – Monthly – One-‐Time • Sustaining clearly labeled • Quicker decision: do you want to support us on an ongoing basis, or just once? Average Time on Page Cut Nearly in Half • Less confusion to 32 seconds
- 13. • Moved decision points about credit card vs. bank account, and gik or no gik, further down in the process Landing page Convio Sustainers form -‐ credit card EFT Sustainers form -‐ bank account Convio One-‐Time w/ GiJ e-‐commerce Convio One-‐Time w/o GiJ form
- 14. High Exit Rate à Less Money Low Exit Rate à More Money Radio TV 50% 45% $350.0 k Exit Rate 40% $ Raised Online 35% 30% $300.0 k $250.0 k 15% 50% $200.0 k Exit Rate $ Raised Online $140.0 k 40% $120.0 k 30% $150.0 k $ Raised Online $100.0 k 10% Exit Rate 5% 0% $50.0 k $0.0 k Apr-‐12 $ Raised Online Oct-‐12 Exit Rate $180.0 k $160.0 k $200.0 k 25% 20% 60% $ Raised Online $100.0 k $80.0 k Exit Rate 20% $60.0 k $40.0 k 10% $20.0 k 0% $0.0 k Mar-‐12 $ Raised Online Dec-‐12 Exit Rate
- 15. More Money
- 16. 11% 45% Exit 3,000 4,700 Unique pageviews Unique pageviews $300k $155k April Radio Campaign October Radio
- 17. What If Page Had Stayed Same? • October campaign – Same # pageviews – But 45% exit – And 41% comple3on 4,700 Unique pageviews 45% Exit • à $247k instead of $300k $247k à $53k less October Radio @ April Rates
- 18. 23% Exit 4,000 Unique pageviews 55% Exit 2,600 Unique pageviews $190k $109k March TV Campaign December TV
- 19. What If Page Had Stayed Same? 4,000 Unique pageviews • December campaign – Same # pageviews – But 55% exit – And 27% comple3on 55% Exit • à $159k instead of $190k $159k à $31k less December TV @ March Rates
- 20. More Sustaining Dollars Given Online! Radio TV DonaNon Value Over 12 Months $234k $68k $38k $77k $69k $39k $50k $45k $38k $36k $55k $14k One-‐Time w/ Gik One-‐Time w/o Gik Sustaining (Credit) One-‐Time w/ Gik One-‐Time w/o Gik Sustaining (Credit) April Radio Campaign March TV Campaign October Radio Campaign December TV Campaign
- 21. For TV Campaign, Online Sustaining Giks Increased the Most 259% 173% One-‐Time w/ Gik One-‐Time w/o Gik Sustaining (Credit) -‐19% • One-‐Time with Gik went down... But Sustaining went way up – We effec3vely reduced the number of people going to the more expensive, less-‐ op3mal op3on (e-‐ commerce model) – We simplified the choices, and made it easier for our TV audience to support us in an ongoing manner
- 22. What Does That Mean? • We made it much easier for our older TV audience to give us money, so we saw drama3c increases • Our radio audience already knew how to give us money online – so the changes were more incremental
- 23. EVEN THOUGH THE SIZE OF THE AVERAGE ONLINE GIFT WENT DOWN...
- 24. ... We Brought In More TOTAL Dollars Online ... • ... Because more people successfully completed their donaNons online, thanks to an easier-‐to-‐use landing page – Fewer people lek the landing page out of confusion (lower exit rate) – More people went on to dona3on pages – AND more people went to the Sustainers form!
- 25. Lessons Learned • Our needs / goals (more bank sustainers) shouldn't drive our design decisions. Our users' goals should drive them. What do our would-‐be donors want to do? SUPPORT US and GIVE US MONEY. Lead them down that path. Make it as easy as possible.
- 26. Be#er Giving Through Analy3cs User experience...