Download as PDF, PPTX
Uploaded byBeate Sørum
How to get people from intention to donation
The document discusses the emotional nature of online donations and emphasizes the importance of simplifying web forms to increase donor engagement. It provides insights on design principles, such as reducing the number of fields and enhancing user experience to prevent potential donors from abandoning the process. Key strategies include making forms feel conversational and ensuring that the context is more significant than the technology used.
More Related Content
![[Infographic] How will Internet of Things (IoT) change the world as we know it?](https://cdn.slidesharecdn.com/ss_thumbnails/iotinfographicv3-160309101328-thumbnail.jpg?width=640&height=640&fit=bounds)
![[NEW RESEARCH] Crafting A Digital Strategy](https://cdn.slidesharecdn.com/ss_thumbnails/digitalstrategy10-160815192542-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to How to get people from intention to donation
How to get people from intention to donation
- 1. 💰 From good intentions, tomore web donations © Beate Sørum 2015 #IFC2015 - @BeateSorum
- 2.
- 3. ..said no donor,ever. «I have decided to give, and I will do so even if this form is incomprehensible and it takes me all afternoon»
- 4.
- 5.
- 6.
- 7. ♥ Giving is an emotional decision- not a rational one.
- 8.
- 9.
- 10. giving threshold leaving threshold Thanksto Mo Syed for this handy diagram! 🚫
- 11. giving threshold leaving threshold Thanksto Mo Syed for this handy diagram! 🚫
- 12. giving threshold leaving threshold emotional story Thanksto Mo Syed for this handy diagram! 🚫
- 13. giving threshold leaving threshold emotional story formhard to find ⬇ Thanks to Mo Syed for this handy diagram! 🚫
- 14. giving threshold leaving threshold emotional story formhard to find ⬇ found it! ⬆ Thanks to Mo Syed for this handy diagram! 🚫
- 15. giving threshold leaving threshold emotional story formhard to find ⬇ found it! ⬆ «why do they want my phone number..?» ⬇ Thanks to Mo Syed for this handy diagram! 🚫
- 16. giving threshold leaving threshold emotional story formhard to find ⬇ found it! ⬆ «why do they want my phone number..?» ⬇ «what’s address line 2 ?!?» ⬇ Thanks to Mo Syed for this handy diagram! 🚫
- 17. transaction cost: • attention •clicks • actions what are donors willing to «pay»?
- 18.
- 19.
- 20.
- 21.
- 22. Charity A CharityB 8 %
- 23. Charity A CharityB ␡ 8 %
- 24. Charity A CharityB ␡ 8 % 2,5 %
- 25. Charity A CharityB ␡ 8 % 2,5 % - €36.000
- 26. If they arethinking about your form, they are not thinking about giving.
- 27. ♥ Giving is an emotional decision- not a rational one.
- 28. - Luke Wroblewski «Thebest forms are invisible» «Web form design «(2008 p.2)
- 29.
- 30. First name Last name Adress Zipcode City Cancel OK Looks good, right?
- 31. Cancel OK First name Lastname Adress Zip code City
- 32. Cancel OK First name Lastname Adress Zip code adapt field lengths City
- 33. Cancel OK First name Lastname Adress Zip code City
- 34. Cancel OK First name Lastname Adress Zip code City group fields
- 35. Cancel OK First name Lastname Adress Zip code City buttons clearly state what they do
- 36. Delete Donate First name Lastname Adress Zip code City buttons clearly state what they do
- 37.
- 38. DonateDelete First name Last name Adress Zipcode City clear first choice
- 39. Donate Let me throw away all the work I just did First name Last name Adress Zip code City
- 40. Donate Let me throw away all the work I just did First name Last name Adress Zip code City remove things that hurt more than help
- 41.
- 42. Donate First name Last name Adress Zipcode City remove things that hurt more than help
- 43.
- 44. Donate First name Last name Adress Zipcode City right-align for easy reading and scanning
- 45. First name Last name Adress Zipcode City Donate
- 46. First name Last name Adress Zipcode City Donate top-align for mobile
- 47. clearly state what went wrong& how to fix A zip code has 5 digits First name Last name Adress Zip code There is an error. Please correct the highlighted field below.! ! City Donate
- 48. This is avideoslide. Link to video, «google analytics in real life»: https://www.youtube.com/watch?v=3Sk7cOqB9Dk
- 49. This is avideoslide. Link to video, «google analytics in real life»: https://www.youtube.com/watch?v=3Sk7cOqB9Dk
- 50. THE DATABASE IS NOTincharge!
- 52. «Address line 1» «Addressline 2»
- 53. Just because your databasehas a field for it, does mean you have to ask for it. not
- 54. Every extra field inyour form hurts your donations.
- 55.
- 56. http://bit.ly/ContactFormConversion From 11 to4 fields Submissions up 140%
- 57. WHAT’S THE LEAST YOUCAN GET AWAY WITH? *google translated form. Please don’t blame me for bad grammar.
- 58. WHEN DO YOU NEEDMORE?
- 59. as a conversation think ofyour forms
- 60.
- 61. 💬 • Questions thatbelong • Understandable questions • Explain why you’re asking • Ask follow-up questions when the task is done. A conversation:
- 62.
- 63. Photo: Flickr-user renemensenCC-BY donate
- 64.
- 65.
- 66. «help out»-menu Become amember Webshop Donate withdrawn coins
- 67. we have to guide ourusers. ☛
- 68. WHY DO WE HAVEA WEBSITE?
- 69. 1. Fewer peopleshould get cancer 2. More of those who do, should survive 3. Those who have to live with cancer should have a better life business goals
- 70. 1. A betterlife for patients and next of kin. 2. Increase knowledge of cancer and prevention. 3. More people using our programs 4. Improve the Cancer Society’s position and reputation web page goals
- 71.
- 72. - Cancer treatments -Symptoms - Preventing cancer - Cancer forms - Latest research - Choosing a hospital THESE 6 HAD 25% OF THE VOTES *Norwegian Cancer Society, Customer CareWords survey.
- 74. - … - … -… - … - … - … - … - … - … - … - … - give money!
- 75.
- 76.
- 77.
- 78.
- 79.
- 80.
- 82.
- 83.
- 84.
- 85. Googled lung cancer Talkto someone on the help line
- 86.
- 87. Facebook, research Would you liketo support the ongoing research?
- 88. research project core page pathforward business goal: inform about research user need: read latest research
- 89. research project core page make a donation pathforward business goal: inform about research user need: read latest research
- 90. right CONTEXT + shortPATH to completion action=
- 93. 2006 2007 20082009 2010 2011 2012 2013 2014 cancer line conversations average + 40% + 58%
- 94.
- 95.
- 96.
- 97. <form method="post" action="/donate/" onsubmit="javascript:return WebForm_OnSubmit();"id="aspnetForm"> <div> <input type="hidden" name="__WPPS" id="__WPPS" value="s" /> <input type="hidden" name="__EVENTTARGET" id="__EVENTTARGET" value="" /> <input type="hidden" name="__EVENTARGUMENT" id="__EVENTARGUMENT" value="" /> <input type="hidden" name="__VIEWSTATE" id="__VIEWSTATE" value="/
- 101.
- 102.
- 103. Donate!Member! Regular gift! Instagram!Facebook!Twitter! Volunteer!Legacy! Sponsor! Give stuff!Fundraise! Holiday cards! App!Webshop! Newsletter!
- 104. Member! Regular gift! Instagram!Facebook!Twitter! Volunteer!Legacy! Sponsor! Give stuff!Fundraise! Holiday cards! App!Webshop! Newsletter! Donate!
- 105.
- 106. «what are othersgiving..?»
- 107. humans rely too muchon the first piece of information
- 108. humans rely too muchon the first piece of information ANCHORING BIAS
- 109.
- 110.
- 111.
- 112.
- 113. £ what amounts you putfirst really matters ▾ £ ▾
- 114. £ what amounts you putfirst really matters 50 ▾ £ ▾
- 115. £ what amounts you putfirst really matters 50 25 15 5 ▾ £ ▾
- 116. £ what amounts you putfirst really matters 50 25 15 5 ▾ £ 5 ▾
- 117. £ what amounts you putfirst really matters 50 25 15 5 ▾ £ 5 15 25 50 ▾
- 118. vs £ 50 25 15 5 ▾ £ 50£ 25 £ 15 £ 5
- 119. vs £ 50 25 15 5 ▾ £ 5£ 15 £ 25 £ 50
- 120.
- 121.
- 122. 2011 2012 20132014 annual value of regular donors* *signed up online
- 123. 2011 2012 20132014 annual value of regular donors* *signed up online LAUNCH
- 124. 2011 2012 20132014 annual value of regular donors* *signed up online LAUNCH
- 125. 2011 2012 20132014 annual value of regular donors* *signed up online LAUNCH
- 126. 2011 2012 20132014 annual value of regular donors* *signed up online LAUNCH 847 %
- 127. 2011 2012 20132014 annual value of regular donors* *signed up online LAUNCH 847 % 9x increase
- 128. «do you livewith anyone else who wants to be a member? It is only €8 extra»
- 129. ca. 30% «do you livewith anyone else who wants to be a member? It is only €8 extra»
- 130.
- 131.
- 132.
- 133.
- 134.
- 135. * conversion rates recruitingmembers from facebook
- 136. 10% * conversion rates recruitingmembers from facebook
- 137. 10% 5,2% * conversion rates recruitingmembers from facebook
- 138. 10% 5,2% 6,8% * conversionrates recruiting members from facebook
- 139. recruiting members from facebook *conversion rates
- 140. recruiting members from facebook 49 *conversion rates
- 141. recruiting members from facebook 49 69 *conversion rates
- 142. recruiting members from facebook 49 69170 * conversion rates
- 143. CONTEXT is more importantthan GADGET
- 144. More donations: • Design(and code) your forms right • Fewer fields are better • Context is king • Nudge • Tell your users what you need • Be device agnostic
- 145.