Are You Turning Off Online Donors?

Examples of length friction:

• Steps friction — requiring too many steps in order to make a donation
• Fields friction — making donors complete too many fields in order to complete a donation

Examples of difficulty friction:

• Decision friction — requiring a gift designation code and/or having multiple options
• Confusion friction — using unclear copy or insider language/acronyms
• Error friction — asking donors to enter all of their data again when an error is submitted
• Device friction — forcing donors to pinch or zoom to complete a donation on a mobile device
• Registration friction — requiring donors to create an account prior to giving a gift
• Focus friction — making it unclear to donors where they need to go and/or click in order to make their donations

How much friction is in your online giving process?