Convert Website Visitors Into Donors

Tuesday, August 24, 2010 | 10:40 AM

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Encouraging your website visitors to make donations can be a challenge and can directly impact the success of your organization or cause. Fortunately there are several steps you can take to influence visitors to your site to make a donation. First, examine your site with free tools such as Google Analytics and Website Optimizer. These tools will help you identify areas for improvement, diagnose what causes visitors to leave your site and test changes that you have implemented to drive results. In addition to these tools there are a few best practices we recommend that you test to promote donations.

Landing Page

  • Bring visitors to the right page - your donation specific ads and keywords should link to this donation specific page.
  • Make it easy to donate online and don’t ask for unnecessary details. Reduce the number of fields and steps in your donation process.
  • Show transparent steps - use a status bar to show the stage that the customer is in. This sets expectations and makes the process seem manageable.

  • Navigation

  • Make your site easy to navigate. Use clear labels and titles so visitors can easily find where they can make a donation.
  • Highlight where to go next. Help visitors understand how they can get from A to B in the easiest way possible.

  • Site Security

  • Reassure your visitors that their personal information is safe. Make sure your pages are secure and include known symbols to indicate this.

  • Please refer to the following post for additional information about improving your website’s donation process.