"7 Ways to Get Your Web Visitors to Act (and Love You!)"
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From Bridge Conference, Aug 2012
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"7 Ways to Get Your Web Visitors to Act (and Love You!)"
- 1. 7 Ways to Get Your Web Visitors to Act And Love You! Kelly Townsend, The Humane Society of the U.S., @HumaneSociety, @krt84 Liz Murphy, RedEngine Digital, @redengine, @lizred
- 4. 1 #
- 5. WHAT is my value proposition? WHY should I give to you, buy from you? HOW will this benefit me? Understand my needs Answer my questions
- 8. The trust factor Audience obstacles & questions ◦ Market research ◦ White mail ◦ Call center ◦ Analytics
- 10. Trust symbols Verisign/Norton Charity navigator BBB Customer service links Testing ground
- 12. Control form Monthly giving focus, with one-time giving as secondary CTA Landing page for PPC/search and ad campaigns
- 13. 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. 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. 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. Even Splash A brought in 3% higher # of donations than the control (form only)
- 17. 2 #
- 18. 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. NC button test HSUS example?
- 21. One main call to action, one or two secondary ◦ Limited navigation and outbound links ◦ Track your user paths for fine-tuning Communicate through Use urgency how easy it is & follow
- 23. # 3 image
- 24. New or returning visitor Giving/buying levels or types Interests, past transactions and content consumption Location Behavior Channel preference Gender Technology Language
- 25. Response rates 7x higher than email file! Conversion rates 2x higher Avg. gifts 7x higher Unique form with one change
- 27. 4 #
- 28. Identify known engagement triggers ◦ Issue- or content-based ◦ Behavior-based ◦ Dependent on donor or sales funnel ◦ Analytics have great data (navigation analysis)!
- 29. One of these PPC ads brought in 21% more revenue Which ad brought in 67% more revenue?
- 30. 19.19% action rate for send #1 and 8.45% for resend (compares to average action rates of ~33.5%) 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. New version saw 5% higher conversion rate than original in Google, but lost in Bing. Added more red and bolded links talking about research and a cure
- 32. 5 #
- 33. Browser and ESP testing Experiment but offer alternatives Validate & QA User test for your visitors
- 34. Trends shifted this year 50% more donations came via the API vs. people clicking over to the website
- 35. In 2011, mobile donations were 4% of donations; today they account for more than 9% of donations and 8% of funds raised
- 36. 6 # image
- 37. Customers “travel” Keep it consistent Synchronize messaging Same offers, creative Unique engagement per channel
- 40. # 7 Image
- 41. 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. 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. 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 phoned EOY email respondents who clicked through on an email, but didn’t give. 7% gave by phone! 45 © 2011 Convio, Inc.
- 46. How to identify conversion key performance indicators to assess your conversion success How to formulate hypotheses for creative or landing page testing on your site
- 47. Kelly Townsend, ktownsend@humanesociety.org, @krt84 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
Editor's Notes
- Yes, it’s about showing your love to your customers. That’s how you build relationships. You’re courting your visitors just as you would a loved one. And you want the real thing. a long-lasting relationship that endures. You have to understand your customers needs and show your appreciation for their love to you. It’s as simple as that. So, you thought this would be a dry session, didn’t you! No chance. Let’s walk you through relationship advice to get committed customers.
- How often do you use “you” in your headlines and content compared to name of your company or “we” I don’t give money to everyone, online, other – top-rated charity, testimonials, industry accolades, trust icons Who’s your competition? Are you looking at their offers, their value proposition? Be true to your brand but remember buyers and donors have a lot of choices. TALK to customers who didn’t act – call them or email them and ask them why they didn’t – offer options – print and phone still not dead. THINK about obstacles and questions – use data to inform your offers and content
- (research, white mail, inbound call center)
- Kelly jumps in – Interesting note about shoppers Get data about what faqs people are clicking on most
- Show both for profit and not for profit examples
- Talk about history and authority of HSUS for those who may not know or trust it. Moved video of TV commercial above the fold to top of page for consistency
- Talk about history and authority of HSUS for those who may not know or trust it. Moved video of TV commercial above the fold to top of page for consistency
- Talk about history and authority of HSUS for those who may not know or trust it. Moved video of TV commercial above the fold to top of page for consistency
- DRAW USER ATTENTION WITH SIZE In web pages, the size of an element relative to its surrounding elements indicates its importance: the larger the element is, the more important it is. Decide how vital certain site actions are, and size your call to action buttons accordingly. Size of call to action button versus surrounding elements Include sense of urgency White space around CTA buttons Tell users how easy it is to take action Like writing banner ads You gotta go for it
- DRAW USER ATTENTION WITH SIZE In web pages, the size of an element relative to its surrounding elements indicates its importance: the larger the element is, the more important it is. Decide how vital certain site actions are, and size your call to action buttons accordingly. Size of call to action button versus surrounding elements Include sense of urgency White space around CTA buttons Tell users how easy it is to take action Like writing banner ads You gotta go for it
- Like difference between text and html email Use color contrast Extend whitespace around the CTA button Put them under compelling photos Put them at the top of the page Include sense of urgency – donate now instead of donate
- Reassure and persuade first time visitors Tell returning customers what’s new since their last visit – personalize based on their prior transactions/choices Present me content and offers based on my giving or purchases Show me new content Interests – are you a dog lover or cat lover? Events tailored to my area Links to downloadable info Email signup if I already signed up Mobilize it Pictures of women if I’m a woman Behavior – click thru but no donations Others – ask audience
- Make sure you’re collecting data points on as much as you can that’s relevant to your services and products
- Segmented out major donors for the first time – Leadership supporters – for the annual Seals Campaign and created unique email and landing page. 7x response rates of email file (donors and non) 2x conversions rate of email file (donors and non) 7x average gift is only difference in email and higher asks. Special donor form – no suggested gift strings on form, just an other box
- Horse responders – responded well to fire out west appeal that talked about helping farms with horses Parents vs. non-parents Advocates vs. non-advocates
- Kelly, you may want to talk about the strategy of cultivating email addresses on third party sites- same as lead generation for for-profits. And importance of benchmarking your metrics against industry standards.
- Hand in hand with trust symbols
- Stay on top of your data and trends
- Stay At the end of the year last year, mobile donations accounted for 4% of donations and 3% of funds raised; as of today, mobile donations account for more than 9% of donations and almost 8% of funds raised – and this is for overall mobile donations (not just a particular campaign or two). Also found that major donors don’t respond via mobile forms at the same (high) giving level vs. our desktop forms (and Lara can provide stats for us on this).
- Avoid “bait and switch” Multi-channel consistency
- As a reminder, we sent these (50/50 split) to 20k online listmembers, with 10k of them being online listmembers who’d donated before (i.e., “donors” segment) and 10k of them being online listmembers who hadn’t donated before (i.e., “non-donors” segment). In terms of results, as you say, the only (very slight) lift we saw was for the non-donor segments: Of the non-donors who received either the letter or postcard, .47% responded with a donation vs. .43% response rate from the non-donors control panel (i.e., non-donors who only rec’d our email, and not the postcard or letter).
- ADA matching gift stat – added an additional $40,000 GOH – resend sold $xxx more
- People may not take action the first time they see something from you. It might take multiple attempts (resends), or it may even take multiple channels to get someone to act. COMD emails + calls - double the reactivation rates if you use not one, but two channels!
- NOTE: We also set up an identical set of web donation forms to use for a vanity URL, for donors who called or were called but didn’t want to give by phone. Unfortunately, we didn’t get any donations from these forms.
- Talk to telemarketing EOY stats
- Talk to telemarketing EOY stats - For end of year click-through calls, we ended up converting ~6.9% of the people we reached by phone (approx. 3,450 total reached, with ~235 donors). Overall, 61% of the pledges were a monthly donation, and the breakeven was 7 months (i.e., we broke even from calling in July; this is a very good for at least the telemarketing programs we’ve run). We raised an add’l approx. $6,500 of revenue – so piddly compared to our overall revenue of ~$1.25 million, but we could make the case that it’s still worth it considering the majority of these donors are monthly sustainers.