10 ways to make a better donation page

May 17, 2016

Donation pages tend to be a set-it-and-forget-it type of activity.

Yet your donation page is arguably one of the most important pages on your site. With online giving still on the uptick, it’s vital that your donation experience keeps up with best practices in order to fully convert more of your visitors into donors.

The best way to accomplish this is through testing, fine-tuning, focus-grouping, and assumption checking.

Use this checklist to improve your outcomes:

  1. Ensure mobile-responsive design (one study found 34% higher conversion).
  2. Keep it short, simple, smooth, and frictionless.
  3. Make it visually attractive and inviting.
  4. Make sure success is not dependent on instructions from an email, or at the top of your form.
  5. Keep diversions and distractions off of the page.
  6. Customize for different segments and paths donors may wish to take (i.e. sustainers or payment methods).
  7. Ensure the submit button leads to a friendly welcome page, not just a receipt.
  8. Test your page with outsiders, watch them use it, listen to what they say, make changes.
  9. Follow the lead of the “biggies.” They have time and resources for testing and know what works.
  10. Track and measure your own metrics at regular intervals over time. Otherwise you’re just guessing.