Digital Fundraising Consultant, b.bold
People like me always tell you you are losing money by not optimising your web page for mobile, making better forms and clearer content and calls to action. But do you know just how much? I’ve seen some real world-examples lately, and even I was shocked at the sheer amount of money left on the table.
I worked with several appeals for different charities over Christmas, but let’s focus on two of them. Traffic sources where quite similar, and the call to action was pretty much equal, and both campaigns where very successful, and the landing pages where both as close as possible to the actual payment.
One charity managed to get 8% of its mobile visitors to pay. The other only managed to convert 2,5% of its mobile visitors. I did the math. If charity two also managed to convert 8% of their mobile visitors, they would have raised CAD $56.000 more. That is some serious money to walk away from!
Even if we take a lower estimate, like 5%, they would have raised CAD $22.000 more.
So what does this mean for you?
It means that if on a dedicated landing page, you are converting less than 5% of mobile visitors, you are leaving money on the table. Lots of money. I strongly encourage you to find out.
These are some of the things you should look into fixing:
- Make sure forms work for mobile visitors. Even if they make up a small share of your donations today, that might just be because you are scaring them away.
- Don’t ask unnecessary questions. Yes, it’s nice to know how old your donors are, or how they found you, but is it crucial to processing the donation? If not – get rid of it. Every extra field in your donation forms lower your conversions. You can always ask follow-up questions later.
- Does your layout indicate clear paths forward for the user? Pressing the wrong button and having to start over might just make someone give up. This is especially true on mobile, where horisontal scrolling suddenly has to happen to find action buttons.
- Remove distractions. Does the landing page for donations have banners leading elsewhere? Is the form hidden far down the page, under menus, copy and unnecessary images? Make it front and center.
Good landing page design is an art and requires expertise, but the tips above should get you started pretty good! Think about the donor first – what are his or her needs in this situation? Make sure you fulfill them – and you’ll see your digital donations climb steadily.
Beate is a well-known international public speaker, who runs digital fundraising consultancy b.bold. She has more than five years of digital fundraising expertise, most of which is from the Norwegian Cancer Society, where she among other things doubled the digital fundraising return. Her special interests are user experience, landing page and donation form design, content strategy and using social media for donor stewardship. You can follow her on Twitter @BeateSorum