Ridiculous Lay-abouts
Not just how, but why?
Donate Now!
Challenging Our Assumptions of Reality with Data
What you know.
What "feels" right.
Your Gut.
Data Driven Decisions
* Expertise plays an important role, but data and experience lead to expertise and expertise without data is anchor-less musings.
We're old.
We're old.
You cannot predict how people will use technology or what that technology will be.
We're snobs.
We're snobs experts.
We are the experts of our organizations.
We understand our organizations to the point of blindness.
We're snobs experts.
The following words are commonly used in the non-profit sector but have VERY different meanings to the uninitiated.
Gift
Pledge
Unrestricted
Constituent
Target
Recurring Gift
Tribute
Ask
Designation
We have jobs.
We rarely access our website from the perspective of a visitor.
Rarely do we have the time to constantly check our website
Now what?
Or other analytic suite.
We need to know what's going on!
Check website health with real time statistics
Analytics placed on error pages can tell you a wealth of information on website health.
Create it as a goal or a custom report
Improve your error pages by asking...
Why have an error page stop your mission?
Shows where your traffic and conversions come from.
Use to to understand where your traffic comes from and optimize your efforts
Use to identify quality traffic as well
Check overall traffic against conversion rate to judge the quality of traffic.
Quality traffic means:
Courting quality sources
The power of social media
is not magic, it's finding an audience of the like minded.
Finding and appealing to communities that share your org's values will create better traffic.
Was it successful?
Did it drive quality traffic?
$220 million, the answer is yes.
Successful, but why?
How can we re-capture that lightning in a bottle.
The martyrdom effect states that people give when there is pain and effort because it feels more meaningful. Christopher Olivola of Carnegie Mellon University tested this, and found people more willing to participate when there is effort and sacrifice involved. Their participation has meaning.
https://www.cmu.edu/news/stories/archives/2014/september/september16_martyrdomeffect.html
is pleasure derived from the misfortune of others.
26 seasons of America's Funniest Videos can't be wrong
Emotional Headlines get shared more.
https://www.orbitmedia.com/blog/web-design-tips/
“We are not thinking machines that feel, we are feeling machines that think.”
Antonio Damasio
Any headline that ends in a question mark can be answered by the word no.
Have we found the Cure for Cancer?
Do you want to help with the crisis in Haiti?
In a study by Outbrain it was found click through rate of articles with negative superlatives (such as “never” and “worst”) were 63% better than positive headlines.
https://www.linkedin.com/pulse/20140618065438-86132492-positive-vs-negative-superlation-in-headline/
Overexposure to negative headlines can create PTSD, according to a study by the University of California, Irvine in 2013
“The list is the origin of culture. It’s part of the history of art and literature. What does culture want? To make infinity comprehensible. It also wants to create order.” -- Umberto Eco
BuzzFeed, posted on Dec. 13, 2013, at 3:55 p.m
Piquing a reader's curiosity can increase your Click Through Rate. According to a study by Cal Tech, enticing users with the answers to interesting trivia activated the part of the brain that anticipates rewards.
(caudate region)
http://www.naturalhistorymag.com/features/123206/curious-about-curiosity
Wait-a-minute... that's clickbait...
http://www.contentforest.com/copywriting-tools/clickbait-headline-generator
Studies have also shown that not delivering on a headline promise can produce strong levels of outrage.
"Knowledge is knowing that a tomato is a fruit, wisdom is not putting it in a fruit salad." -- Miles Kington
Your audience has taken you up on your promise of information and action.
Don't let them down.
"Testers for 7-Up consistently found consumers would report more lemon flavor in their product if they added 15% more yellow coloring
TO THE PACKAGE."
― Malcolm Gladwell,
Blink: The Power of
Thinking Without Thinking
Balancing the familiar with the unfamiliar
Innovative interations
Full screen imagery
Unique navigation
Unexpected feedback
Form Elements
Links
Images with Captions
Buttons
Labels
Browser Behavior
Good design balances both.
It evokes a response without confusing the donor.
This is where analytics comes in.
can be as mundane as a broken link. Good design uses the unfamiliar to evoke emotion. Bad design inadvertently uses the unfamiliar to confuse visitors to your site.
For instance...
Means now.
Means now.
Don't complicate a win.
Don't fight a battle you've already won.
The Occipital Lobe is sensitive to variations in pattern.
Web Marketer, Paras Chopra found that standout colors are remembered more and clicked 60% more than other web elements.
https://www.orbitmedia.com/blog/web-design-tips/
Don't be afraid to add multiple paths forward.
We are a notoriously inattentive species.
for website navigation.
Creating multiple paths to donate allows the user to easily find the path forward that they are specifically looking for. Do they expect a button or a navigation element?
"Why not include both?"
-- famous gorilla
Then use Google Analytics to see which modes are working and which are falling flat.
Using Event Tracking you can see how often a link or button is clicked, cross referenced with any other link or button.
ga('send', {
hitType: 'event',
eventCategory: 'Gorilla',
eventAction: 'click',
eventLabel: 'Ball passing'
});
By varying the routes to success we can ensure that users will find the action they are looking for. It also allows us to experiment with the familiar and unfamiliar to evoke emotion.
https://usabilityhub.com/click-test
Use eCommerce to track donations and compare them to various campaigns and designations.
BLACKBAUD.netcommunity.api.DonationConfirmation.add(function (data) {
if (data.TransTotal) {
ga('ecommerce:addTransaction', {
'id': data.TransID,
'affiliation': '',
'revenue': data.TransTotal,
'shipping': '',
'tax': ''
});
for (var i = 0; i < data.Items.length; i++) {
ga('ecommerce:addItem', {
'id': data.Items[i].ID,
'name': data.Items[i].Name,
'sku': data.Items[i].SKU,
'category': data.Items[i].Name,
'price': data.Items[i].Price,
'quantity': data.Items[i].Quantity
});
}
ga('ecommerce:send');
ga('ecommerce:clear');
}
});
A study by Huge Inc
http://www.hugeinc.com/ideas/perspective/everybody-scrolls
Tested four designs
Regardless of how you cue your visitors,
91% of them WILL scroll.
http://www.hugeinc.com/ideas/perspective/everybody-scrolls
That bears repeating...
This content removed, it's 2017 people.
According to Symantec, after issues of stolen data, this is the number 1 concern of online shoppers.
In online transactions, customers are worried whether they will actually receive the item they purchased.
But... wait...
This is an online donation...
Your aren't buying a physical object.
This makes your what you do after the transaction doubly important.
Silent gratitude isn’t much use to anyone.
- G.B. Stern
Looking back at a successful decision.
Donors prefer to give to a winning team.
Kiva.org ran a study on the percentage toward a funding goal and the effect it had on donations
They found that donors gave substantially more often to goals that were 50% funded than those less than 33% funded.
And they gave to goals over 66% funded substantially more than 50% funded.
Communicate your successes as well as your goals.
Humans personify everything; your organization is one of those things.
Attribution of human qualities to non-human entities such as animals or objects.
"Did you see what Apple did today?"
"The government is shady."
"I love my car. She always gets me where I need to be."
Your website becomes your introduction and establishment as a person worthy of empathy, trust and consideration.
Your design should evoke those emotions and start the conversation.
If the Internet can raise $20,000 dollars for cat tuxedos - surely your cause can too.
We tend to give to people rather than causes.
We tend to give to winning teams and attainable goals.
Try not to make spurious decisions on a single set of data. Double check and retest your analytics.
Remember the old
mantra of statistics:
Doing the Wrong Thing | Doing the Right Thing | |
---|---|---|
Well | ||
Poorly |
Anxiety
Courage
Growth
To Get Here
We Must Go Here