37 Must-Have Strategies to Better Engage Website Visitors, Part 4

"You can learn so much from just asking a friend to do this," Kapin said.

37. A/B test the donation landing page to find the best conversion
Simple things such as color can make a big difference, just like in direct mail, so it's important to test. For example, the Clinton Bush Haiti Fund changed its submit button to "Support Haiti" and saw a 15 percent increase in donations raised per page view, Kapin said, and making the donation form a single column increased donations as well.