Double Your Landing Page Conversion Rate
If your nonprofit is making fundraising or other offers on your website, how valuable would it be to double your landing page conversion rate?
Enough to interest you in this offer of a free optimization test from the House of Kaizen?
Now, I have no firsthand experience with this UK website optimization agency, but they sound awfully confident that they can improve conversion rates, and they appear to have a number of high profile clients for whom they’ve successfully done such work.
They’ve invited anyone with an English-language website to submit their site for consideration. If picked, they’ll attempt to increase the conversion rate on your offer page(s) by 100% … for free. Details here. You must enter by May 15.
For all I know, they’ll pick sites they think represent really low hanging fruit. But take a look and see what you think. And I haven’t a clue whether they’ll rise to the challenge of doubling the effectiveness of a fundraising appeal (but I did enter a site to see what happens!).
Even if you take a pass on their free test offer, you might want to check out their “Landing Page Quality Calculator” — answer twenty questions to diagnose the impact of your marketing landing page on your conversion rate. Maybe you’ll rate “Wow … you’re good!”
Tom
5 responses to “Double Your Landing Page Conversion Rate”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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Taking a page from direct mail, I’d like to find a company that would let me do A/B testing of websites and home pages.
Ideally, as people went to the site they would be sent to different home pages (as many as you’d like to test) on an alternating basis. Person A would land on HOME1, person B on HOME2, person C on HOME3, person D on HOME1, person E on HOME2…
A cookie can be placed so that when the person returns they go to their home page.
Maybe someone knows an agency that can do such a test. I haven’t been able to find one.
My point is, as well, that without proper testing of web pages it is difficult to actually determine what is working. Many organizations do major web site overhauls without actually knowing if such a change improves whatever it is the organization would like to improve, apart from “the look”.
Stephen,
I don’t know if this will help you, but have you followed “Which Test Won?” from Anne Holland (of Marketing Sherpa fame)? On WTW’s website there is a page entitled “75 Experienced Testing Agencies.” This might be a starting point for you. Link to WTW homepage: http://whichtestwon.com/. And link to the agency guide: http://whichtestwon.com/agencyguide
Best,
Lisa S.
Unfortunately, I just missed the deadline (dang it!) but their Landing Page Calculator is fantastic. The results were insightful and confirmed my suspicions about the landing page I was checking on. Thanks so much for passing along the info – much appreciated 🙂
Hi Stephen,
you might want to look into the Google “Web Optimizer” tool.
It’s free and it does exactly what you are looking for.
Sebastien
Hi Stephen
Here at The Good Agency we regularly work with clients to test landing pages, setting up both A/B split and multivariate tests. Typically these landing page test are in conjunction with other activities – including online advertising, print advertising, DRTV, DM, email. This would form part of a series of tests looking at, say, creative, channels, audiences, price points on donations.
We’ll also build on our experience as charity sector specialists to look at patterns of user behaviour to help optimise layouts, messaging, calls to action until we’ve really got those pages working hard. So it’s not quite as simple as using a tool to guarantee results – there needs to be human analysis of data, a look at the broader context and to build a matrices of tests to really gather statistically relevant results.
I’d be more than happy to chat if you’d like.
With best regards
Charlotte Beckett
Head of Digital
The Good Agency