"How Does My Online Donation Page Look?" = The Wrong Question
If so stop, take a deep breath, and consider the problem you’re trying to solve. Are you trying to have the best-looking donation pages on the Internet? Or are you trying to have the most effective donation pages?
A sacred word on the Internet is "conversion." If your team isn’t talking about "conversion metrics" when it comes to your Web site and your online donation pages, you’re going to become a hero today! In the context of online donation pages, "conversion" would describe the percentage of people who actually complete your online donation journey. Let’s say 100 people click on your "Donate Now" button, but only 75 make it to your "Thank You For Your Generous Donation" screen. You would have a 75 percent conversion rate.
- Companies:
- Artez Interactive
- People:
- Philip King
Philip King is founder of The Donation Funnel Project, an experiment in online and mobile fundraising. He is a regular contributor to NonProfit PRO.
