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How to Get People From Intention to Donation

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@BeateSorum ♥ Internet about.me/BeateSorum


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«I have decided to give, and I will do so even if this form is incomprehensible and it takes me all afternoon» ..said no donor, ever.


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«…mmmmm, rooose gooold…»


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Yeeaah, I’ll skip this one.


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photo: iwantoneofthose.com


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♥ Giving is an emotional decision - not a rational one.


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Don’t make me think ♥


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Don’t make me think ♥


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giving threshold leaving threshold


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giving threshold leaving threshold


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giving threshold emotional story leaving threshold


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giving threshold emotional story form hard to find ⬇ leaving threshold


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giving threshold emotional story form hard to find ⬇ ⬆ found it! leaving threshold


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giving threshold «why do they want my phone number..?» emotional story ⬇ form hard to find ⬇ ⬆ found it! leaving threshold


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giving threshold «why do they want my phone number..?» emotional story ⬇ form hard to find ⬇ «what’s address line 2 ?!?» ⬆ found it! leaving threshold ⬇


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transaction cost: • attention • clicks • actions what are donors willing to «pay»?


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REMOVE •unnecessary steps •ambiguity


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giving threshold leaving threshold


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Charity A Charity B


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Charity A Charity B


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Charity A 8% Charity B


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Charity A 8% Charity B ␡


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Charity A 8% Charity B ␡ 2,5 %


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Charity A 8% Charity B ␡ 2,5 % - €36.000


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If they are thinking about your form, they are not thinking about giving.


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♥ Giving is an emotional decision - not a rational one.


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«The best forms are invisible» - Luke Wroblewski «Web form design «(2008 p.2)


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⬈ lazy bastard


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Looks good, right? First name Last name Adress Zip code City Cancel OK


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First name Last name Adress Zip code City Cancel OK


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adapt field lengths First name Last name Adress Zip code City Cancel OK


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First name Last name Adress Zip code City Cancel OK


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group fields First name Last name Adress Zip code City Cancel OK


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buttons clearly state what they do First name Last name Adress Zip code City Cancel OK


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buttons clearly state what they do First name Last name Adress Zip code City Delete Donate


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First name Last name Adress Zip code City Delete Donate


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clear first choice First name Last name Adress Zip code City Delete Donate


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First name Last name Adress Zip code City Let me throw 
 away all the 
 work I just did Donate


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remove things that hurt more than help First name Last name Adress Zip code City Let me throw 
 away all the 
 work I just did Donate


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First name Last name Adress Zip code City Donate


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remove things that hurt more than help First name Last name Adress Zip code City Donate


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First name Last name Adress Zip code City Donate


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right-align for easy reading and scanning First name Last name Adress Zip code City Donate


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First name Last name Adress Zip code City Donate


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First name Last name Adress Zip code City Donate top-align for mobile


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! There is an error. Please correct the highlighted field below. First name Last name Adress Zip code ! A zip code has 5 digits City Donate clearly state what went wrong & how to fix


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This is a videoslide. Link to video, «google analytics in real life»: 
 https://www.youtube.com/watch?v=3Sk7cOqB9Dk


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This is a videoslide. Link to video, «google analytics in real life»: 
 https://www.youtube.com/watch?v=3Sk7cOqB9Dk


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THE DATABASE IS NOT in charge!


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«Address line 1»
 «Address line 2»


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Just because your database has a field for it, does mean you have to ask for it. not


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Every extra field in your form hurts your donations.


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http://bit.ly/ContactFormConversion


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From 11 to 4 fields Submissions up 140% http://bit.ly/ContactFormConversion


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WHAT’S THE LEAST YOU CAN GET AWAY WITH? *google translated form. Please don’t blame me for bad grammar.


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WHEN DO YOU NEED MORE?


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think of your forms as a conversation


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https://www.flickr.com/photos/dpstyles/


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A conversation: • • • •


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forms MATTER


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donate Photo: Flickr-user renemensen CC-BY


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blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla DONATE NOW


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pushing does


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«help out»-menu Become a member Webshop Donate withdrawn coins


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we have to guide ☛ our users.


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WHY DO WE HAVE A WEBSITE?


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business goals 1. Fewer people should get cancer 2. More of those who do, should survive 3. Those who have to live with cancer should have a better life


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web page goals 1. A better life 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


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- Cancer treatments - Symptoms THESE 6 HAD 25% OF THE VOTES - Preventing cancer - Cancer forms - Latest research - Choosing a hospital *Norwegian Cancer Society, Customer CareWords survey.


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-… -… -… -… -… -… -… -… -… -… -… - give money!


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: C


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HOME PAGE


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HOME PAGE


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HOME PAGE


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HOME PAGE


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HOME PAGE


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Facebook, research


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Facebook, research Googled lung cancer


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Googled lung cancer ?


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Googled lung cancer Talk to someone on the help line


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Facebook, research


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Facebook, research Would you like to support the ongoing research?


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core page research project business goal: 
 inform about research
 
 user need: 
 read latest research path forward


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core page path forward research project make a donation business goal: 
 inform about research
 
 user need: 
 read latest research


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right CONTEXT + short PATH to completion = action


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cancer line conversations +
 + 
 58% 40% average 2006 2007 2008 2009 2010 2011 2012 2013 2014


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blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla DONATE NOW


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blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla GIVE NOW? 20 euros from donate Beate


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blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla 20 euros from donate Beate ✃ GIVE NOW?


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<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="/


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google did this


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make PRIORITIES


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Member! Donate! Regular gift! Facebook! Instagram! Twitter! Legacy! Volunteer! Sponsor! Fundraise! Give stuff! Holiday cards! Webshop! App! Newsletter!


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Donate! Member! Regular gift! Facebook! Instagram! Twitter! Legacy! Volunteer! Sponsor! Fundraise! Give stuff! Holiday cards! Webshop! App! Newsletter!


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Don’t make me think ♥ USE defaults


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«what are others giving..?»


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humans rely too much on the first piece of information


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humans rely too much on the first piece of information ANCHORING BIAS


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kind handsome funny jealous stingy


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kind handsome funny jealous stingy jealous stingy handsome funny kind


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120 19 5


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120 5 19 19 5 120


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what amounts you put first really matters £ ▾ £ ▾


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what amounts you put first really matters £ 50 ▾ £ ▾


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what amounts you put first really matters £ 50 25 15 5 ▾ £ ▾


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what amounts you put first really matters £ 50 25 15 5 ▾ £ 5 ▾


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what amounts you put first really matters £ 50 25 15 5 ▾ £ 5 15 25 50 ▾


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£ 50 25 15 5 ▾ £ 50 vs £ 25 £ 15 £5


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£ 50 25 15 5 ▾ £5 vs £ 15 £ 25 £ 50


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NUDGE


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annual value of regular donors* *signed up online


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annual value of regular donors* 2011 *signed up online 2012 2013 2014


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annual value of regular donors* LAUNCH 2011 *signed up online 2012 2013 2014


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annual value of regular donors* LAUNCH 2011 *signed up online 2012 2013 2014


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annual value of regular donors* LAUNCH 2011 *signed up online 2012 2013 2014


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annual value of regular donors* 847 % LAUNCH 2011 *signed up online 2012 2013 2014


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annual value of regular donors* 847 9x % LAUNCH 2011 *signed up online increase 2012 2013 2014


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«do you live with anyone else who wants to be a member? It is only €8 extra»


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«do you live with anyone else who wants to be a member? It is only €8 extra» ca. 30%


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be MOBILEfriendly


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conversions, christmas appeal


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conversions, christmas appeal 15%


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conversions, christmas appeal 15% 17%


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conversions, christmas appeal 15% 17% 10%


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recruiting members from facebook * conversion rates


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recruiting members from facebook 10% * conversion rates


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recruiting members from facebook 10% 5,2% * conversion rates


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recruiting members from facebook 10% 5,2% * conversion rates 6,8%


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recruiting members from facebook * conversion rates


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recruiting members from facebook 49 * conversion rates


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recruiting members from facebook 49 69 * conversion rates


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recruiting members from facebook 49 69 * conversion rates 170


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CONTEXT is more important than GADGET


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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


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thanks for listening! questions? http://about.me/beatesorum


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