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To give or not to give: Page optimisation for donation completion

Exploring the features and functions of donation pages that can be optimised to ensure more people complete their donation

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About this session

Many people visit your website through a journey that would be classified as “high intent” – they have indicated that they are keen to donate, but, for some reason, you don’t see a 100% conversion rate. Somewhere along the way, some of those people who have said they wanted to donate didn’t. This session will explore three key areas that prevent people from donating: story, functionality, and trust. Principles of checkout design and how charities can approach the problem with different audiences will also be examined.

Aimed at:

  • Individual giving and events fundraisers
  • Digital teams
  • UX designers
  • Digital product managers
  • Heads of individual giving

Learning outcomes:

  • Conversion rate optimisation best practices
  • How to identify and analyse different behaviours across audience segments
  • How to increase your donors without increasing your budget

REGISTER FOR #FRO2021