Landing Page Masterclass 25 Steps to Converting More Donors on Your Website
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
What is a landing page? A page on your website where you want people to perform a specific action, like join an email list or donate. 3
4
CALL TO ACTION FREE CHOICE PROOF 5
BEFORE YOU START MAKING LANDING PAGES
1 Know Your Audience Their motivations are different from yours.
1 Know Your Audience Create Personas!
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? http://www.johnhaydon.com/2013/02/ nonprofit-marketing-personas-workbook/
2 what s your goal? Pick one
11
2 what s your goal? Pick one Specific! Measurable! Attainable! Reasonable! Time-bound!
3 What s your CTA? Pick one
14
4 What s your story? Pick one
16
Design
5 Maintain the same branding ACROSS ALL TOUCH POINTS On your Facebook custom tab and avatar! In your email newsletter template! In direct mail
6 Space things out Use white space to direct the eye! Paragraph break every two sentances! Use bullet points and numbered items
6 Space things out
7 Use big fonts 16 or 18 pixels!! Research shows that bigger fonts create more trust
8 Use less words Only focus on story and call to action! Eliminate all other text Example: GirlEffect
8 Use less words
9 Use big Buttons Bigger buttons convert more donors Example: Ellie Fund
9 Use big Buttons
10 Focus attention with a compelling and concise headline Use your constituants words, not yours! Title should communicate a single outcome Example: Red Cross
10 Focus attention with a compelling and concise headline
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
11 Focus attention with a compelling Image
12 Use arrows to direct attention But not big ugly arrows
12 Use arrows to direct attention
13 Reduce clutter What one thing do you want them to do? Example: Red Cross
14 REDUCE CLUTTER
14 Ditch the sidebars Single-column layouts convert more Example: Red Cross
14 Ditch the sidebars
15 Consider Removing nav bar Particularly for donation pages
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
16 Keep the important stuff above the fold
Function
17 Ditch the captchas
18 Peas or carrots? Give them a limited choice to of dollar amounts
18 Peas or carrots?
19 Tell them how they ll make an impact
20 Reduce Page Load Times People start to drop off if your page takes longer that 2 seconds to load! Use Google Page Speed
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 email list, text message list...) Example: Oceana
Forms
22 Only include must have fields Name / address / email
23 Include a phone number Even if they don t use it, knowing they can helps diminishes remorse
Don t do this
24 Too many words Delete half of your copy
25 Pop-ups Just because they annoy you doesn t mean they don t work.
26 No DIY images!!! Spend the few dollars to license images
26 No DIY images!!!
Measure
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?
28 Heat Maps This will show you where people are clicking most.!! crazyegg.com is a great solution - not free.
28 Heat Maps
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... :-)
30 Debrief Data means nothing if there s no follow-up.
DONATION PAGE Action List A SIMPLE GUIDE FOR IMPROVING YOUR LANDING PAGES
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 email 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 emails? Donors? Pick one, and only one. Our objective is.
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: 1. 2. 3. 5. Improving content Here are three ways we will improve our landing page content: 1. 2. 3. 6. Measuring conversions Here are three ways we plan on measuring the effectiveness of our landing page: 1. 2. 3.
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,