better giving through analytics

Be#er Giving Through Analy3cs KPBS Pledge Landing Page Revamp

Leng Caloh, KPBS Interac3ve Strategy Manager

@lengcaloh

"We Want More Bank Sustainers"

San Diego, We Have a Problem •  Logic doesn't

match à cogni3ve barrier to comple3ng intended ac3on of dona3ng

•  Asking you to make a decision about how you wanted to pay – before you're ready to pay

Don't Make Me Think!

Words vs Numbers vs Feelings User

experience blah blah blah

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

Flickr/Dave Ru#y

• 3,474 Pageviews

• 1,534 Con3nued

on to another page

• 1,940 Exits

Give Now Landing Page Aug. 4-‐Sept. 23, 2012

56% exited

FM Campaigns Have Be#er Exit Rates

•  Demographics – younger vs. older

•  Difference in messaging – specific premiums vs. general KPBS support

44%

56%

FM Campaign TV Campaign

Give Now Landing Page Average Exit Rate

Average Time on Page

0:00:53 It took nearly a minute to

decide what to do

Where People Went From Here...

907

116

~ 60

222

What The Experts Say

•  "Our tes3ng shows that you'll bring in more revenue during pledge drives if you skip over this support landing page and send users directly to the pledge form."

Fewer Steps = More $

•  "...A proven rule of thumb from the for-‐profit world: If you're trying to get users to give you money, fewer steps in the process translates into a higher conversion rate. The fewer pages in the funnel, the more people end up finishing."

Brainstorm & Buy-‐In

Aker •  Two op3ons:

–  Monthly –  One-‐Time

•  Sustaining clearly labeled

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

•  Less confusion Average Time on Page Cut Nearly in Half to 32 seconds

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

Landing page

Convio Sustainers form -‐ credit card

EFT Sustainers form -‐ bank account

Convio One-‐Time w/ GiJ e-‐commerce

Convio One-‐Time w/o GiJ form

High Exit Rate à Less Money Low Exit Rate à 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


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


More Mon

ey

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% comple3on

•  à $247k instead of $300k à $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% comple3on

•  à $159k instead of $190k à $31k less

55% Exit

More Sustaining Dollars Given Online!

Radio TV

$38k $39k $50k

$68k $69k $77k

One-‐Time w/ Gik One-‐Time w/o Gik Sustaining (Credit)

Dona

Non Va

lue Over 1

2 Mon

ths

April Radio Campaign

October Radio Campaign

$38k

$14k

$55k $36k $45k

$234k


March TV Campaign

December TV Campaign

For TV Campaign, Online Sustaining Giks Increased the Most

•  One-‐Time with Gik went down... But Sustaining went way up –  We effec3vely reduced the number of people going to the more expensive, less-‐op3mal op3on (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 drama3c increases

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

EVEN THOUGH THE SIZE OF THE AVERAGE ONLINE GIFT WENT DOWN...

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

•  ... Because more people successfully completed their donaNons online, thanks to an easier-‐to-‐use landing page – Fewer people lek the landing page out of confusion (lower exit rate)

– More people went on to dona3on pages – AND more people went to the Sustainers form!

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.

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