Web Bonus: The Art and Science of e-Cultivation

4. Remove distractions from the donation flow by removing the ability for visitors to click onto other pages. Test different page layouts, language, use of images and page sequences. Maximize conversion rates by inserting a VeriSign logo or equivalent. For example, the World Wildlife Fund greatly simplifies the navigation once a site visitor selects the donation link and uses the VeriSign Secure logo to provide additional assurance to the donor that her online transaction will be secure.