Online Donation Friction Assessment
A lengthy donation process or ineffective donation page design causes donors to abandon their donations. In fact, the 2012 Website Optimization Benchmark Report from MarketingSherpa shows that the average conversion rate for nonprofits is just 2%.
Anything that causes psychological resistance to a given element in the online donation process is considered “friction.” Friction reduces your conversion rate, ultimately reducing both your online revenue and the number of new donors you’ve identified and inspired.
The information in this survey will help you convert more website visitors into new donors and increase donations by:
• Understanding the many sources of friction
• Determining the friction points on your website
• Recommending methods to reduce friction
Want to learn what’s causing your donor abandonment and how to increase your conversion rate?