Situation
A non-profit organization was experiencing a low Conversion Rate on their online donation forms. Despite having a strong donor base, many visitors were abandoning the donation process midway.
Task
The goal was to improve the conversion rate of the online donation forms and increase the total amount of donations received. We analyzed user behavior and feedback to identify pain points in the existing donation forms. Issues included a lengthy form, complex navigation, and a lack of emotional appeal.
Action
To fix the issues, we implemented a multi-step strategy, here’s a detailed breakdown of the actions taken:
Redesigning the Donation Form
We streamlined the donation form by reducing the number of required fields and implementing a more intuitive layout. The form was designed to be completed in a few simple steps, with options for one-time or recurring donations. We included high-quality images and compelling storytelling about the impact of donations. The new design featured success stories and testimonials from beneficiaries to create an emotional connection with potential donors.
Adding Trust Elements and Payment Options
We incorporated trust elements such as security badges and donor privacy assurances. We also added multiple payment options for donor preferences, including credit cards, PayPal, and direct bank transfers.
A/B Testing Form Elements and Donation Amounts
Conducted A/B tests on different form layouts, call-to-action texts, and suggested donation amounts. We tested various donation prompts, to determine which language resonated most with donors.
Implementing Post-Donation Engagement
Added a confirmation and thank-you page with options to share the donation on social media or sign up for newsletters, enhancing donor engagement and encouraging further support.
Results
+40%
+25%
–30%
The optimized donation form led to a 40% increase in completed donations and a 25% rise in average donation amounts. The emotional appeal and improved user experience resulted in a 30% reduction in form abandonment rates.
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