better giving through analytics
DESCRIPTION
How KPBS used analytics data to improve our online pledge experience. Presented for NPR Digital Services Analytics monthly call, October 2013.TRANSCRIPT
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Be#er Giving Through Analy3cs KPBS Pledge Landing Page Revamp
Leng Caloh, KPBS Interac3ve Strategy Manager
@lengcaloh
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"We Want More Bank Sustainers"
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San Diego, We Have a Problem • Logic doesn't
match à cogni3ve barrier to comple3ng intended ac3on of dona3ng
• Asking you to make a decision about how you wanted to pay – before you're ready to pay
Don't Make Me Think!
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Words vs Numbers vs Feelings User
experience blah blah blah
42% 55%
45% 57% 54% 57%
Feb-‐2012 Mar-‐2012 Apr-‐2012 Jun-‐2012 Aug-‐2012 Sep-‐2012
FM Campaign
TV Campaign
FM Campaign
TV Campaign
TV Campaign
TV Campaign
Exit Rate from Give Now landing page
Flickr/Dave Ru#y
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• 3,474 Pageviews
• 1,534 Con3nued
on to another page
• 1,940 Exits
Give Now Landing Page Aug. 4-‐Sept. 23, 2012
56% exited
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FM Campaigns Have Be#er Exit Rates
• Demographics – younger vs. older
• Difference in messaging – specific premiums vs. general KPBS support
44%
56%
FM Campaign TV Campaign
Give Now Landing Page Average Exit Rate
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Average Time on Page
0:00:53 It took nearly a minute to
decide what to do
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Where People Went From Here...
907
116
~ 60
222
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What The Experts Say
• "Our tes3ng shows that you'll bring in more revenue during pledge drives if you skip over this support landing page and send users directly to the pledge form."
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Fewer Steps = More $
• "...A proven rule of thumb from the for-‐profit world: If you're trying to get users to give you money, fewer steps in the process translates into a higher conversion rate. The fewer pages in the funnel, the more people end up finishing."
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Brainstorm & Buy-‐In
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Aker • Two op3ons:
– Monthly – One-‐Time
• Sustaining clearly labeled
• Quicker decision: do you want to support us on an ongoing basis, or just once?
• Less confusion Average Time on Page Cut Nearly in Half to 32 seconds
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• Moved decision points about credit card vs. bank account, and gik or no gik, further down in the process
Landing page
Convio Sustainers form -‐ credit card
EFT Sustainers form -‐ bank account
Convio One-‐Time w/ GiJ e-‐commerce
Convio One-‐Time w/o GiJ form
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High Exit Rate à Less Money Low Exit Rate à More Money
Radio TV
$ Raised Online
$ Raised Online
Exit Rate
Exit Rate
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Apr-‐12 Oct-‐12 $0.0 k
$50.0 k
$100.0 k
$150.0 k
$200.0 k
$250.0 k
$300.0 k
$350.0 k
$ Raised Online Exit Rate
$ Raised Online
$ Raised Online Exit Rate
Exit Rate
0%
10%
20%
30%
40%
50%
60%
Mar-‐12 Dec-‐12 $0.0 k
$20.0 k
$40.0 k
$60.0 k
$80.0 k
$100.0 k
$120.0 k
$140.0 k
$160.0 k
$180.0 k
$200.0 k
$ Raised Online Exit Rate
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More Mon
ey
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April Radio Campaign October Radio
45% Exit
11%
$155k
$300k
3,000 Unique
pageviews
4,700 Unique
pageviews
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October Radio @ April Rates
$247k
4,700 Unique
pageviews
What If Page Had Stayed Same? • October campaign – Same # pageviews – But 45% exit – And 41% comple3on
• à $247k instead of $300k à $53k less
45% Exit
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March TV Campaign December TV
55% Exit
$109k
$190k
2,600 Unique
pageviews
4,000 Unique
pageviews
23% Exit
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December TV @ March Rates
$159k
4,000 Unique
pageviews
What If Page Had Stayed Same? • December campaign – Same # pageviews – But 55% exit – And 27% comple3on
• à $159k instead of $190k à $31k less
55% Exit
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More Sustaining Dollars Given Online!
Radio TV
$38k $39k $50k
$68k $69k $77k
One-‐Time w/ Gik One-‐Time w/o Gik Sustaining (Credit)
Dona
Non Va
lue Over 1
2 Mon
ths
April Radio Campaign
October Radio Campaign
$38k
$14k
$55k $36k $45k
$234k
One-‐Time w/ Gik One-‐Time w/o Gik Sustaining (Credit)
March TV Campaign
December TV Campaign
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For TV Campaign, Online Sustaining Giks Increased the Most
• One-‐Time with Gik went down... But Sustaining went way up – We effec3vely reduced the number of people going to the more expensive, less-‐op3mal op3on (e-‐commerce model)
– We simplified the choices, and made it easier for our TV audience to support us in an ongoing manner -‐19%
173%
259%
One-‐Time w/ Gik One-‐Time w/o Gik Sustaining (Credit)
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What Does That Mean?
• We made it much easier for our older TV audience to give us money, so we saw drama3c increases
• Our radio audience already knew how to give us money online – so the changes were more incremental
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EVEN THOUGH THE SIZE OF THE AVERAGE ONLINE GIFT WENT DOWN...
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... We Brought In More TOTAL Dollars Online ...
• ... Because more people successfully completed their donaNons online, thanks to an easier-‐to-‐use landing page – Fewer people lek the landing page out of confusion (lower exit rate)
– More people went on to dona3on pages – AND more people went to the Sustainers form!
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Lessons Learned
• Our needs / goals (more bank sustainers) shouldn't drive our design decisions. Our users' goals should drive them. What do our would-‐be donors want to do? SUPPORT US and GIVE US MONEY. Lead them down that path. Make it as easy as possible.
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Be#er Giving Through Analy3cs
User experience...