good non profit web design, afp congress toronto
TRANSCRIPT
From good intentions to more web donations
AFP Toronto Congress
© Beate Sørum 2014
#AFPcongress - @BeateSorum
– no donor, ever.
«I have decided to give, and I will do so even if this form is a bit incomprehensible and it takes me all afternoon»
Todays agenda
#AFPcongress @BeateSorum
‣ Form design best practice ‣ Guiding your users ‣ Defaults and priorities
«I really want a hot dog»
«Do I really want a hot dog..?»
♥Giving is an emotional
decision - not a rational one.
«help out»-menu
«help out»-menu
Become a member
«help out»-menu
Become a member
Webshop
«help out»-menu
Become a member
Webshop
Donate withdrawn coins
has not changed
has not changed
can highlight current events
♥ ✚
Don’t make me
think
♥ ✚
Don’t make me
think
Slides:bit.ly/
donationformsrule
- Luke Wroblewski
«The best forms are invisible»
«Web form design «(2008 p.2)
First name
Last name
Adress
Zip code
City
Cancel OK
Looks good, right?
First name
Last name
Adress
Zip code
City
Cancel OK
we can do better!Looks good, right?
Cancel OK
First name
Last name
Adress
Zip codeCity
Cancel OK
First name
Last name
Adress
Zip codeCity
adapt field
lengths
Cancel OK
First name
Last name
Adress
Zip codeCity
Cancel OK
First name
Last name
Adress
Zip codeCity
group fields
Cancel OK
First name
Last name
Adress
Zip codeCity
buttons clearly state
what they do
Delete Donate
First name
Last name
Adress
Zip codeCity
buttons clearly state
what they do
DonateDelete
First name
Last name
Adress
Zip codeCity
DonateDelete
First name
Last name
Adress
Zip codeCity
clear first
choice
DonateLet me throw away all the work I just did
First name
Last name
Adress
Zip code
City
DonateLet me throw away all the work I just did
First name
Last name
Adress
Zip code
City
remove things that hurt more than help
Donate
First name
Last name
Adress
Zip codeCity
Donate
First name
Last name
Adress
Zip codeCity
remove things that hurt more than help
Donate
First name
Last name
Adress
Zip code
City
Donate
First name
Last name
Adress
Zip code
City
right-align for easy
reading and scanning
First name
Last name
Adress
Zip code
City
Donate
First name
Last name
Adress
Zip code
City
Donate
top-align for mobile
First name
Last name
Adress
Zip code
City
Donate
DON’T EVER DO
THIS!!
I
First name
Zip code
City
Donate
Last name
DON’T EVER DO
THIS!!
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
THE DATABASE IS
NOTin charge!
«Address line 1» «Address line 2»
Just because your database has a field for it, does not mean you have to ask for it.
Every extra field in your form hurts
your donations.
http://bit.ly/ContactFormConversion
http://bit.ly/ContactFormConversion
From 11 to 4 fields Submissions up 140%
WHAT’S THE LEAST YOU CAN GET AWAY WITH?
*google translated form. Please don’t blame me for bad grammar.
as a conversation
think of your forms
• Questions that belong • Understandable questions • Explain why you’re asking • Ask follow-up questions when the
task is done.
A conversation:
MATTERforms
Photo: Flickr-user renemensen CC-BY
donate
DONATE NOW
blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla
we have to guideour users.☛
✚
what are our 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
business 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
web page goals
sender receivermessage
sender receivermessage
the internet is a pull medium
sender receivermessage
the internet is a pull medium
sender receivermessage
the internet is a pull medium
what you want is less important
what do the users want?
♥
- 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.
- …
- …
- …
- …
- …
- …
- …
- …
- …
- …
- …
- give money!
:(
HOME PAGE
HOME PAGE
HOME PAGE
HOME PAGE
HOME PAGE
Facebook, research
Googled lung cancer
Facebook, research
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch
CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch
CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch
CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch
CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch
CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch
CORE PAGES
business goals user needs
«The core model», developed by awesome UX agency Netlife Resarch
CORE PAGES
Googled lung cancer ?
Googled lung cancer Talk to someone on the help line
Facebook, research
Facebook, research
Would you like to support the ongoing research?
research project
core page path forward
business goal: inform about research
user need:
read latest research
research project
core page
make a donation
path forward
business goal: inform about research
user need:
read latest research
right CONTEXT + short PATH
to completionaction=
2006 2007 2008 2009 2010 2011 2012 2013
cancer line conversations
average + 40 %
blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla
DONATE NOW
blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla
20 euros from Beate
donate
GIVE NOW?
blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla
20 euros from Beate
donate
GIVE NOW?
✃
google did this
blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla
*all the feels*
blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla blablablablablablablablablablabla
20 euros from Beate
donate
GIVE NOW?
*all the feels*
PRIORITIESmake
Donate!Member! Regular gift!
Instagram!Facebook! Twitter!
Volunteer!Legacy! Sponsor!
Give stuff!Fundraise! Holiday cards!
App!Webshop! Newsletter!
Member! Regular gift!
Instagram!Facebook! Twitter!
Volunteer!Legacy! Sponsor!
Give stuff!Fundraise! Holiday cards!
App!Webshop! Newsletter!
Donate!
♥
Don’t make me
think
defaultsUSE
«what are others giving..?»
NUDGE
annual value of regular donors*
*signed up online
2011 2012 2013 2014 (October)
annual value of regular donors*
*signed up online
2011 2012 2013 2014 (October)
annual value of regular donors*
*signed up online
LAUNCH
2011 2012 2013 2014 (October)
annual value of regular donors*
*signed up online
LAUNCH
2011 2012 2013 2014 (October)
annual value of regular donors*
*signed up online
LAUNCH
2011 2012 2013 2014 (October)
annual value of regular donors*
*signed up online
LAUNCH
5x
increase
«do you live with anyone else who
wants to be a member? It is
only $12 extra»
ca. 30%
«do you live with anyone else who
wants to be a member? It is
only $12 extra»
beMOBILE-friendly
conversions, christmas appeal
conversions, christmas appeal
15%
conversions, christmas appeal
15% 17%
conversions, christmas appeal
15% 17% 10%
* conversion rates
recruiting members from facebook
10%
* conversion rates
recruiting members from facebook
10%
5,2%* conversion rates
recruiting members from facebook
10%
5,2% 6,8%* conversion rates
recruiting members from facebook
recruiting members from facebook
* conversion rates
recruiting members from facebook
49
* conversion rates
recruiting members from facebook
49
69* conversion rates
recruiting members from facebook
49
69 170* conversion rates
CONTEXTis more important than
GADGET
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
thanks for listening!
http://about.me/beatesorum
questions? http://bit.ly/donationformsrule