Capturing new names is a critical step in building and sustaining your fundraising efforts. So you develop a special offer, with just the right premium, and cast your message to the four corners of the digital world to reach the most likely respondents. But once these throngs of potential hand raisers arrive at your new landing page, what percentage of them complete the mission, share their information, and dive into your database? Here are some reminders when creating that landing page, measuring its performance, and adjusting it to increase Form Completion Rate (FCR).
Match the creative and the context.
The marketing drivers should mirror the landing page look and feel. This includes ensuring the primary headline of your landing page matches the ad that visitors clicked to get there. Providing a consistent experience—including the color palette, typography, and core message—instantly tells visitors they’re in the right place, and it reduces the dreaded bounce.
Communicate the context early and clearly.
Along those same lines, in the brief moments you have the user’s attention, the context must be obvious, and the value proposition quickly conveyed: Do this, and get that. Failure to clearly state the value exchange will increase bail out.
Big, bold, above the fold.
Make your call to action (CTA) big and position it above the fold. Do whatever is necessary to keep the offer copy, imagery, and form lean, tight, and brief so users can determine at a glance that this process will not be lengthy or burdensome.
Optimize for mobile.
No pinching or scrolling! The responsive design of your landing page should serve mobile viewers with a beautifully simple, fully functional version that’s easy to thumb their way through the form completion process. Make sure everything your visitors need to respond to the CTA can be seen instantly on the mobile page.
Provide something of value.
The premium you choose (downloadable PDF, newsletter, etc.) should always be related to the organization—the more relevant the “free gift” is to the work of the ministry, the higher the ultimate conversion rate—and present high-perceived value that is worth something to the user.
Call to action.
The CTA should tie in to the offer/premium, and be straightforward. Spell out what the user needs to do (fill out, complete, register, etc.)—in both the creative and on the landing page—and when (now). And never hesitate to use the word “Free”.
Give them only one choice.
A landing page should have a single purpose and thus a single focused message. Don’t make them look for the reason they clicked. The user should see one CTA, and no other options, links, or navigation. Make it a cul-de-sac, not a retail boulevard, and reduce distraction.
Keep it short and simple.
Be ruthless about removing unnecessary content, keep it clean, and maintain congruence: Every element should be aligned conceptually with the topic and goal of the page.
Only ask for what you really need.
The key to higher FCR is keeping the form as short as possible. Determine the amount of information absolutely needed to capture, and include only those fields in the initial step of the process. Less essential data can be captured in post-confirmation steps, including the thank-you page or the second step of an interstitial form. You can lose 30% of conversions for each field over the standard three.
Ask qualifying questions.
On the other hand…Two-to-five qualifying questions can really make an impact on the quality of your new names and their level of interest in getting involved with your organization’s efforts. These questions can be as simple as, “Are you most interested in a short-term mission trip to Asia or Africa?” or, “If you were to sponsor a child, would you prefer a boy or girl?”
Employ helpful design elements.
Use directional cues to direct attention to your CTA (arrows or photos/videos of people looking or pointing at your button). For lead generation forms where the CTA is below the fold (due to a longer form), make the directional cue point down the page to the button.
Throw in some extra credibility.
Show social proof via indicators of your social status. Include partner co-branding to increase trust by association. Whenever asking for personal information, include privacy and security statements to help establish trust.
Video is shown to improve conversion by up to 80%, depending on the nature of the appeal.
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