The Perfect E-Commerce Page
The most basic attribute of good fundraising webpages is simplicity — don’t ask for anything extraneous to ‘closing the sale’, pre-populate donor information when available, require as few clicks as possible. Make it easy, easy, easy.
I figure a good online fundraiser could probably come up with a list of 10 or a dozen ‘must haves’. We posted on the subject numerous times, like here, here and here.
That’s why I was startled by this article headline on MarketingProfs: 72 Must-Have Features for E-Commerce Websites (promising an all-inclusive infographic).
72 “must-have” features! Wow, I thought, that’ll be one pretty damn comprehensive infographic. Naturally I was hooked.
So here it is, from WebAlive — everything from ‘Risk Reducers’ to Live Chat. Not everything here will be pertinent to fundraisers (unless you sell heaps of merchandise or are The Heifer Project), but still, take a browse …
Anybody got a #73?!
Tom
One response to “The Perfect E-Commerce Page”
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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#73: PayPal. http://www.theagitator.net/uncategorized/is-paypal-really-your-pal/