Is your website performing as well as it could be? What would a 150% more effective website mean to you? If your donation page got 150% more donors, that's a big deal. Would that pay for another staffer? Another round of mail? Maybe relieve some pressure on your budget?
You might not want to do a full redesign of your website but small, strategic modifications can make a big difference. It might seem unbelievable but I helped Cathy Guerriero's campaign for Public Advocate achieve a 158% increase in donations.
By just testing different variations of the wording on the donation page, her campaign brought in thousands more in donations by emphasizing matching funds on the page. That wasn't just a temporary boost, either. Each and every fundraising email suddenly became significantly more effective, too, at a crucial point in the election.
In another test, we also tripled volunteer signups by including a photo of volunteers on the volunteer signup form. Again, just a small change but made a big difference for the campaign and it's those kind of big, strategic wins that I can help you achieve.
Testing changes to a website is a remarkably easy process: you just need someone to do it. There are a variety of tools such as Google Analytics Content Experiments (which is free) that will split your website visitors into two groups. One group sees the new web page, the other group sees the original page, and Analytics tracks how visitors behave, what people click and if they donate.
What should I test? Go through your website and see what you'd want to change. You can probably come up with a decently large list. Focus especially on headlines, images, and calls-to-action (for instance: "Donate now!"). Those parts of a page tend to have the largest impacts compared to changing a few words in a longer paragraph. Especially look at the home page and any forms, like donations pages or volunteer sign-ups, since those can be the most effective changes: your homepage probably is seen the most while optimizing your signup and purchase pages are big because that's when people are making a decision.
How long does a test take? This depends on how many people visit your website; if just a few dozen people a day are seeing your test, it'll take a while. You'll generally want at least 300 people to see the test (150 in the control group and 150 seeing the new version). That could take anywhere from a few hours to a few weeks, depending on what's going on, but by the end, you'll know whether the change was effective or not.
So are you ready to double the effectiveness of your website? Contact us and get ready for a new year with more donations and more success online.