The entire point of a landing page is to provide conversions for your nonprofit, whether the lead was earned organically, via AdWords, or from anywhere else across the Internet. They provide potential donors with key information about your organization, campaign, or cause in an easy-to-understand format, driving them to become loyal supporters. However, simple mistakes can lead to a loss of conversions. Here are a few ways you can improve your landing page for a higher conversion rate.
1) Don’t use jargon
Every organization, cause, or ideology has its own set of terms, and sometimes we forget that jargon isn’t standard-use by those we’re aiming to convert. For example, conservative causes may be tempted to sway potential supporters by explaining principles taught by scholars at the Chicago School of Economics. But for the visitor not already turned on to your cause, this will mean almost nothing to them.
Instead, try focusing on the benefit to visitors, using specifics quantitatively and as supplementary information. For example: States with no income tax rank better for job growth. Then, to quantify the advantages of your solution:
2) Use charts and graphs to express the benefit
Most people are routinely distracted by their phones, the bills they have to pay, or the dog waiting to be fed. Graphs and charts are a great way to make sure that visitors understand the goal of your cause and the benefit of supporting it quantitatively and immediately, without having to spend their time on specifics if they wish not to.
3) Make sure your Call to Action is obvious
Even if your landing page looks great, if your call to action is not immediately clear when a lead is ready to become a customer, you might miss a donor. The best way to ensure that leads see your call to action is to place it above the fold (the portion of the page that is visible when a page first loads), at the bottom of the page, and, if your page is particularly long, following a customer as they scroll down.
4) Make sure it’s one click to donation
A landing page is great, but if your landing page only takes visitors to more information about your cause, you may have a problem. While capturing high-value donors may take months, if you are working to earn small-dollar donations, you probably desire a quick conversion. A landing page that takes leads to a page with even more information, right when they are ready to donate, has went from a great tool to a roadblock; it will make it more difficult for a lead to become a conversion.
Instead, make sure your landing page developer can create an on-page solution for donations to happen. You can also include a separate button for clients who really wish to learn more before committing to your organization.
5) Track where people are stopping on your page and for how long
By tracking what is drawing the most attention, you can improve upon the content of your landing page in the future. For instance, if there is a section that does not draw people’s interest, you may want to remove or reduce that section. Meanwhile, elaborating on sections where users are spending a lot of time may answer some questions they have and lead to a shorter donation cycle.
There is no doubt that landing pages have value, but when done poorly, they can be more of a problem than a solution. Make sure your landing pages are driving conversions by working with well-qualified development teams.