kpbs give now landing page revamp

KPBS Give Now Landing Page Revamp

Prepared by Leng Caloh, Interactive Strategies Manager

Before

• 4 options that didn't match logically becomes a cognitive barrier to completing your intended action of donating

• Asking you to make a decision about how you wanted to pay – before you're ready to payDon't

Make Me Think!

We Were Losing Too Many People

42%

55%

45%

57%54%

57%

Feb-2012 Mar-2012 Apr-2012 Jun-2012 Aug-2012 Sep-2012

FM Campaign TV Campaign FM Campaign TV Campaign TV Campaign TV Campaign

Exit Rate from Give Now landing page

Before: Average Time on Page

0:00:53It took nearly a minute to

decide what to do

After: Average Time on Page Cut Nearly in Half to 32 seconds

• Two options: – Monthly

– One-Time

• Sustaining clearly labeled

• Quicker decision: do you want to support us on an ongoing basis, or just once?

• Less confusion

• Moved decision points about credit card vs. bank account, and gift or no gift, further down in the process

Landing page

Convio Sustainers form - credit card

EFT Sustainers form - bank account

Convio One-Time w/ Gift e-commerce

Convio One-Time w/o Gift form

WHAT DO EXIT RATES HAVE TO DO WITH MONEY?

Mo

re M

on

ey

High Exit Rate Less MoneyLow Exit Rate More Money

Radio TV

$ Raised Online

$ Raised Online

Exit Rate

Exit Rate

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Apr-12 Oct-12

$0.0 k

$50.0 k

$100.0 k

$150.0 k

$200.0 k

$250.0 k

$300.0 k

$350.0 k

$ Raised Online Exit Rate

$ Raised Online

$ Raised OnlineExit Rate

Exit Rate

0%

10%

20%

30%

40%

50%

60%

Mar-12 Dec-12

$0.0 k

$20.0 k

$40.0 k

$60.0 k

$80.0 k

$100.0 k

$120.0 k

$140.0 k

$160.0 k

$180.0 k

$200.0 k

$ Raised Online Exit Rate

April Radio Campaign October Radio

45% Exit

11%

$155k

$300k

3,000 Unique

pageviews

4,700 Unique

pageviews

October Radio@ April Rates

$247k

4,700 Unique

pageviews

What If Page Had Stayed Same?

• October campaign

– Same # pageviews

– But 45% exit

– And 41% completion

• $247k instead of $300k

$53k less

45% Exit

March TV Campaign December TV

55% Exit

$109k

$190k

2,600 Unique

pageviews

4,000 Unique

pageviews

23% Exit

December TV@ March Rates

$159k

4,000 Unique

pageviews

What If Page Had Stayed Same?

• December campaign

– Same # pageviews

– But 55% exit

– And 27% completion

• $159k instead of $190k

$31k less

55% Exit

But wait, there's more!

More Sustaining Dollars Given Online!

Radio TV

$38k $39k$50k

$68k $69k$77k

One-Time w/ Gift One-Time w/o Gift Sustaining (Credit)

Do

nat

ion

Val

ue

Ove

r 1

2 M

on

ths

April Radio Campaign

October Radio Campaign

$38k

$14k

$55k

$36k$45k

$234k


March TV Campaign

December TV Campaign

Difference is Obvious in Daily Online Averages

Radio TV

$-

$5,000

$10,000

$15,000

One-Time w/ Gift

One-Time w/o Gift

Sustaining (Credit)

March TV Campaign

December TV Campaign

$-

$5,000

$10,000

$15,000

One-Time w/ Gift

One-Time w/o Gift

Sustaining (Credit)

April Radio Campaign

October Radio Campaign

Radio: All Types of Online Gifts Went Up

47% 47%

27%

One-Time w/ Gift

One-Time w/o Gift

Sustaining (Credit)

• Sustaining gifts didn't go up as much

For TV Campaign, Online Sustaining Gifts Increased the Most

• One-Time with Gift went down... But Sustaining went way up

– We effectively reduced the number of people going to the more expensive, less-optimal option (e-commerce model)

– We simplified the choices, and made it easier for our TV audience to support us in an ongoing manner

-19%

173%

259%


What Does That Mean?

• We made it much easier for our older TV audience to give us money, so we saw dramatic increases

• Our radio audience already knew how to give us money online – so the changes were more incremental

SO HOW WELL DID WE DO WITH THE REVAMPED GIVE NOW LANDING PAGE?

More People Donated Online Than in Previous Campaigns

Radio Up 44% Overall

44%

20%

64%

OVERALL TOTALS

Phone Web

TV Down -6% Overall

-6%-21%

56%

OVERALL TOTALS Phone Web

% CHANGE: Average Number of Daily Pledges by Source

Web up more ...BUT the

Web went up

Increased Online Giving During Both Radio And TV Campaigns

$129k

$155k

$209k

$300k

Phone Web

April Radio October Radio

$432k

$109k

$390k

$190k

Phone Web

March TV December TV

Surpassing the Trend

Radio: Web Increased at Higher Rate Than Phone

50%

35%

61%

OVERALL TOTALS

Phone Web

TV: Web Was Only Source That Increased in $ Raised Per Day

-9%

-24%

47%

OVERALL TOTALS Phone Web

Percent change: Total dollars raised (averaged by number of campaign days)

So, Even Though the Size of the Average Online Gift Went Down...

$0.2 k

$0.2 k

$0.1 k

$0.1 k

Phone Web


$0.1 k $0.1 k

$0.1 k

$0.1 k

Phone Web


... We Brought In More TOTAL Dollars Online ...

• ... Because more people successfully completed their donations online, thanks to an easier-to-use landing page

– Fewer people left the landing page out of confusion (lower exit rate)

– More people went on to donation pages

– AND more people went to the Sustainers form!

Yes!

• Web donations performed significantly better than phone donations, in both Radio and TV campaigns.

We can probably attribute the web's increase in successful pledges to

the Give Now page revamp

Lessons Learned

• Our needs / goals (more bank sustainers) shouldn't drive our design decisions. Our users' goals should drive them. What do our would-be donors want to do? SUPPORT US and GIVE US MONEY. Lead them down that path. Make it as easy as possible.

SO WHAT'S NEXT?

Work on Completion Rates

• While we significantly improved our Exit Rates, our Completion Rates* only went up a few percentage points (9 points for Radio, 5 points for TV).

• We want MORE of our visitors to successfully complete their donations.

*Completion Rate: Ratio of number of donations completed to unique pageviews of the Give Now landing page

45%41%

11%

50%

Exit Rate Completion Rate


55%

27%23%

32%

Exit Rate Completion Rate


How?

• Target Our Audiences– Radio and TV donors are

different• Age demographics

• Tech savviness

• Motivations

– So let's tailor message and design of the landing page to the audience we're reaching out to

• Identify how people are navigating the ecommerce store and make it easier for them to find what they want– Identify where people

are dropping off in the donation process and improve "sign posts" to move them along• Analytics

• Usability studies

kpbs give now landing page revamp

Documents