Presented at the 2019 Nonprofit Technology Conference with the Cancer Research Institute.
With Google Analytics, we know the who, what, when, where, and how of actions on your website. But do we know WHY those actions are happening? We can, thanks to the psychology of how we see. Even if you’re a non-designer, you’ll learn why certain layouts are scientifically proven to be more effective than others (and why you should never trust your gut).
We’ll look at how these designs play out in action against Cancer Research Institute’s donation goals. We’ll also leave you with 5 ideas for design elements you can test on your site today.
Full resources at: https://www.wholewhale.com/19ntcdonorscience/
Why Your Gut is Wrong: The Science of How Donors Behave Online
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Why Your Gut is Wrong: The Science of
How Donors Behave Online
NTC - March 2019
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Contents
● Behavioral model
● A/B testing overview
● How to run A/B tests
● 5 things you can try
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About Ann
● Design Whaler | Head of NY
● Build sites, products, and
systems
● Love A/B tests
#DollarBetBattles
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Who is Whole Whale?
Whole Whale is a digital agency that leverages web data and
technology to increase the impact of nonprofits.
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About Alice
● Senior Marketing Manager
at Cancer Research
Institute
● Juggles a variety of
marketing responsibilities,
especially digital
● Loves data and
evidence-based marketing
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A/bility - Can I do this easily?
● Give perception of ease
○ Time: “quick survey”
○ Effort: “no credit card required”
● Minimize number of taps
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Motivation - Do I want to do this?
● Focus on need fulfillment
● Social proof: Others are using it
● Authority: 3rd Party Validation
● Scarcity: Leverage FOMO (missing out)
● Reciprocity: Give something away
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Trigger - What do I click?
● Clear calls-to-action
● Ask at the right time
● Ask at different moments
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A B
What is A/B Testing?
A/B testing is comparing two or more versions of something to
see which one performs better.
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What to test: copy
● Body copy
● Headlines
● Calls-to-action
● Menu item name
● Donation amount
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What to test: layout
● Order of elements
● Position of elements
● Element “staticness”
● Form length
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Open to #dollarbets
Get in touch
ann@wholewhale.com
anorthover@cancerresearch.org
More resources at
wholewhale.com/ntc19donorscience