Website conversion optimisation
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Wednesday, 11 July 12
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Nomensa's CEO Simon Norris and Merlin's Digital marketing manager, Deniz Hassan presents 'website conversion optimisation' at UX4NonProfit on 27th June 2012
Transcript of Website conversion optimisation
Wednesday, 11 July 12
should we incorporate insights about psychology to drive design?
WHY Wednesday, 11 July 12
what can psychology teach us about how we make decisions?
So, Wednesday, 11 July 12
Wednesday, 11 July 12
60% stopped40% stopped
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60% stopped3% purchased
40% stopped30% purchased
775%INCREASE
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SurfaceMeaning
Cognitive FactorsThinking, Reasoning, Decision-making, Logic, Computation, Strategy, Attention, Perception
DeeperMeaning
Emotional FactorsSurprise, Anger, Happiness Fear, Love, Acceptance, Feeling, Expectation, Disgust, Sorrow
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Content
Features
Messaging
Button design & Placement
Straightforward form design
Features to build trust and confidence
The online donation journey
Engage
Nudge
Support
Reward
Thank people for their consideration
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emotionalBUILDING
ENGAGEMENT
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Building emotional engagement
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£20will help save1000 trees!
Building emotional engagement
About 1440 acres are cut down every day.
That’s about 700 football pitches.
PANIC!
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Building emotional engagement
It could have been me...
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Building emotional engagement
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Building emotional engagement
69 Tigers saved! = 3 Tigers
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engagementTURNING
into DONATION
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Turning engagement into donations
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Turning engagement into donations
80%will go directlyto the charity
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Turning engagement into donations
£20will help save1000 trees!
£5will help save
250 trees!
£10will help save500 trees!
Still im
portant!
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Turning engagement into donations
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Turning engagement into donations
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Internally we think: The website exists to give as much information about Merlin to the outside world as possible. We want people to leave knowing exactly what our mission and policies are and what great things we have been doing recently.
Externally donors think: What problems is Merlin solving and if I’m moved, how can I help?
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Wednesday, 11 July 12
the first 10 seconds are critical!
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Wednesday, 11 July 12
The 2 roads to optimisation
•Bespoke usability testing
•Learn from others
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98.7%UPLIFT
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Wednesday, 11 July 12
9%UPLIFT
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22%DECREASE
bounce rate
162%UPLIFT
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• @simon_norris
• www.nomensa.com
• @we_are_nomensa
• www.merlin.org.uk
• @MerlinUK
Wednesday, 11 July 12
