Order Forms & Landing Pages
As much as The Agitator dwells on strategic concepts like donor commitment and donor-centric communications, there’s no question that fundraisers have got to get basic execution right as well.
Here are two examples …
3 Ways to Improve Your Direct Mail Order Form, from Paul Bobnak at Who’s Mailing What, really boils it down:
- Keep it simple
- Use symbols (especially to emphasize an action)
- Restate the pitch (as Paul says: “An order form should stand on its own, so even if the rest of the package is separated from it, it can close the sale.”)
The equivalent if you’re an online fundraiser is the landing page.
There’s the Dilbert method …
Or you might look at this report from Wordstream — How to Make Great Landing Pages (With Crazy High Conversions). Their advice …
- Short and sweet
- Content that inspires confidence
- Limit exit points
- Make it easy to convert
- Flawless design (don’t create questions/confusion)
- Clear call to action
- Eye-catching headlines
- Use ‘hypnotic’ words (like ‘you’!)
I think you’ll notice some overlapping advice!
Tom
One response to “Order Forms & Landing Pages”
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 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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One more recommendation to add: If your landing page requires scrolling— repeat the call to action (ideally, short & sweet & in a button) several times throughout the page. You never know where someone will jump off.