Landing Page Masterclass 25 Steps to Converting More Donors on Your Website

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1 Landing Page Masterclass 25 Steps to Converting More Donors on Your Website

2 What is a landing page?! Agenda Before you make your landing page! Critical elements of design! Things to avoid! How to measure your landing pages! Landing page action list

3 What is a landing page? A page on your website where you want people to perform a specific action, like join an list or donate. 3

4 4

5 CALL TO ACTION FREE CHOICE PROOF 5

6 BEFORE YOU START MAKING LANDING PAGES

7 1 Know Your Audience Their motivations are different from yours.

8 1 Know Your Audience Create Personas!

9 1 Know Your Audience GOALS:! What are their passions and interests?! What makes them support your cause?!! CHALLENGES:! What are their primary goals in life?! How are they trying to create a meaningful life? nonprofit-marketing-personas-workbook/

10 2 what s your goal? Pick one

11 11

12 2 what s your goal? Pick one Specific! Measurable! Attainable! Reasonable! Time-bound!

13 3 What s your CTA? Pick one

14 14

15 4 What s your story? Pick one

16 16

17 Design

18 5 Maintain the same branding ACROSS ALL TOUCH POINTS On your Facebook custom tab and avatar! In your newsletter template! In direct mail

19 6 Space things out Use white space to direct the eye! Paragraph break every two sentances! Use bullet points and numbered items

20 6 Space things out

21 7 Use big fonts 16 or 18 pixels!! Research shows that bigger fonts create more trust

22 8 Use less words Only focus on story and call to action! Eliminate all other text Example: GirlEffect

23 8 Use less words

24 9 Use big Buttons Bigger buttons convert more donors Example: Ellie Fund

25 9 Use big Buttons

26 10 Focus attention with a compelling and concise headline Use your constituants words, not yours! Title should communicate a single outcome Example: Red Cross

27 10 Focus attention with a compelling and concise headline

28 11 Focus attention with a Single compelling Image Image with one person! Have them look directly in the visitors eyes! License a professionally shot photo Example: Save the Children

29 11 Focus attention with a compelling Image

30 12 Use arrows to direct attention But not big ugly arrows

31 12 Use arrows to direct attention

32 13 Reduce clutter What one thing do you want them to do? Example: Red Cross

33 14 REDUCE CLUTTER

34 14 Ditch the sidebars Single-column layouts convert more Example: Red Cross

35 14 Ditch the sidebars

36 15 Consider Removing nav bar Particularly for donation pages

37 16 Keep the important stuff above the fold Keep your story and call to action above the fold (area of browser that s visible without scrolling down). Example: Lovedrop

38 16 Keep the important stuff above the fold

39 Function

40 17 Ditch the captchas

41 18 Peas or carrots? Give them a limited choice to of dollar amounts

42 18 Peas or carrots?

43 19 Tell them how they ll make an impact

44 20 Reduce Page Load Times People start to drop off if your page takes longer that 2 seconds to load! Use Google Page Speed

45 21 Get More out of your thank you page Your cause is top of mind for people when they donate. Use that moment to get them to take another action (share, join an list, text message list...) Example: Oceana

46 Forms

47 22 Only include must have fields Name / address /

48 23 Include a phone number Even if they don t use it, knowing they can helps diminishes remorse

49 Don t do this

50 24 Too many words Delete half of your copy

51 25 Pop-ups Just because they annoy you doesn t mean they don t work.

52 26 No DIY images!!! Spend the few dollars to license images

53 26 No DIY images!!!

54 Measure

55 27 Measuring will answer these questions Where do people arrive from?! Where do they exit?! Which inner pages point to the landing Page?! How long do they stay?! What other Pages did they visit?! Which social media sites send us the most traffic?! How are they finding us in search?

56 28 Heat Maps This will show you where people are clicking most.!! crazyegg.com is a great solution - not free.

57 28 Heat Maps

58 29 Three second rule Have a few people look at your landing page for three seconds.!! Close the browser and have them write down the purpose of the page was.!! You ll be very surprised at their response... :-)

59 30 Debrief Data means nothing if there s no follow-up.

60 DONATION PAGE Action List A SIMPLE GUIDE FOR IMPROVING YOUR LANDING PAGES

61 Landing Page Action List This worksheet will help you create a plan for improving your website landing pages. What is a landing page? A landing page is a page on your website where you want visitors to complete a specific transaction, such as donating money or joining an list. 1. Understanding your audience Who s your audience? It s tempting to think that your landing page needs to engage all audiences. But if you try and create a message that speak to everyone, all you ll end up doing is inspiring no one. Ask yourself these questions: Which audiences have taken this action in the past?! What messages did they receive prior to taking this action?! Why did they take this action?! 2. Determining objectives What s your objective? Is it to acquire s? Donors? Pick one, and only one. Our objective is.

62 Landing Page Action List (cont.) 3. Determining your call-to-action We want visitors to complete the following action on our landing page. 4. Removing obstacles These are three obstacles we will remove on our landing page: Improving content Here are three ways we will improve our landing page content: Measuring conversions Here are three ways we plan on measuring the effectiveness of our landing page:

63 Coach and consultant: Helping nonprofits create smarter marketing and online fundraising.! Author: Facebook Marketing for Dummies, 3rd and 4th Editions! Creator: The Nonprofit Facebook Bootcamp! Instructor: Marketing Profs University and Charityhowto! Speaker: The Nonprofit Technology Conference, Social Media for Nonprofits, Blackbaud s BBCon, New Media Expo, TechSoup, GrantSpace, Chronical of Philanthropy, Nonprofit Webinars, NetworkForGood.! Clients: Twin Cities Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo,

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