March 1, 2013
What are you doing to get visitors to engage with your organization and donate?
On the face of it, that’s a fairly straightforward question. And if you look at many charity websites, chances are you’ll find they’ve answered that question by placing a donate button or a “get info” link in a prominent spot on their website. So that’s the end of it, right?
But you knew I would say that, didn’t you?
It turns out that if you improve how you word your call to action, the number of people who actually click on that button or link will increase by up to 68 per cent!
Now, I don’t know about you but if someone told me I could improve anything by well over half, I’d be making that change happen! In fact, those types of improvements are particularly important in today’s hyper-competitive environment where every dollar you can get for your organization is vital.
So what’s the key?
Like a salesperson who works in a traditional bricks and mortar store, it’s your organization’s job to show web visitors the value (what am I going to get?) and relevance (where am I going to get it?) of what you’re offering.
It’s fine to place a huge red button (your colour preference may vary) on your site telling visitors to donate, but what are they donating to? If you’re a children’s charity for example, instead of saying “Donate Now” you could say, “Help Children in Need”. When you boil it down, the action a visitor is taking (i.e., clicking a button) is exactly the same, but in the second instance he or she KNOWS what that action achieves. And we all want to know what good comes out of the decisions we make, don’t we? Of course we do.
Like the Five Second Rule I talked about last post, it’s one of those small things that can make a big difference that rtraction spends hours thinking about (and maybe losing a little sleep over). But if you utilize this information to make your website that much better and improve your visitor experience, we’re happy to help.
If you know of a registered charity’s website that needs to improve its’ call to action, Click Here to Lend a Hand!