A recent study found that 1% is the typical conversion rate for charitable websites. It’s depressing to consider that 99% of website visitors don’t subscribe, make a donation, or do anything else substantial. It also implies that if you can make adjustments to raise the conversion rate to 2%, donations and subscriptions will grow by 100%. This can be done with little to no financial impact.
Leveraging additional lead producers that are supporting your website is one of the finest ways to enhance conversion rates. Examples include:
- Social media channels
- marketing initiatives
- Event preparation
- Email and SMS marketing
A distinctive and memorable phone number is a useful tool whether you’re printing business cards, making connections at events, or advertising your NGO through a digital or physical campaign.
Why Are Conversion Rates Important and What Are They?
Your conversion rate is a gauge of how successfully you as a nonprofit accomplished your objective. It speaks to the proportion of people who respond to your organization by acting. Consider the scenario where your website promotes donations and 200 people visit it on a particular day, but only 25 of them make a gift. You can find your conversion rate for that day using a straightforward equation:
25 donors out of 200 visits equals 0.125
0.125 x 100 = 12.5% (Conversion rate) (Conversion rate)
In actuality, the complexity increases as you add more variables. Therefore, it becomes slightly more challenging to determine the conversion rate if you are monitoring site visitors and other statistics while conducting numerous campaigns for donations, subscriptions, and other actions. However, there is software for it, so do not worry.
According to recent statistics, donations are increasing, yet many NGOs lack the methods necessary to enhance their conversion rates.
H2 Which techniques are employed to evaluate conversion rates?
Your conversion rate will be tracked, analyzed, and shown on numerous platforms. Google Analytics and Ads, Facebook Ads, and Youtube Ads are a few examples. Digital tools are also accessible; examples include Click, Crazy Egg, Histats, and others. These are some of the items that were monitored and analyzed:
- Pages of exit. These are the pages that “cause” visitors to abandon your site the most frequently. The percentage of visitors who leave from each individual page is the outcome. This makes it easier to determine which pages appeal to visitors the most and which ones don’t.
- Jump Rate. This refers to site users that depart right away after only looking at one page. It might be brought on by inadequate design, weak supplies, or sluggish loading (patience) (where or what they clicked that brought them to your site).
- Typical Time. A useful metric to determine whether users are truly interacting with your website is the average amount of time they spend on each page.
- Views on par. Both ends of this measure can be clipped. Numerous page views could indicate high interest, but they could also indicate that users are having trouble finding what they’re looking for. Compare it to the time they spend on each individual page.
- Site interactivity. Some technologies do more than only track how long visitors stay on a website. They track how people engage with the page. For instance, did they read, scroll to the bottom, and click on anything?
- Type of traffic. Numerous analytical tools will offer vital information about the traffic to your website, including demographics and traffic sources. There are three main kinds of traffic: direct (users put your website address into the browser themselves), referral (users clicked a link on another website), and search (meaning they used a search engine and found your website in the results).
- Rate of Clicks (CTR). This counts the number of viewers who click on an advertisement or call to action (CTA). This may be present on another platform or one of your website’s pages. It determines whether or not you are targeting the correct audience with the proper content by measuring interest in what you’re marketing.
How to Improve Your Nonprofit’s Conversion Rate
Nonprofit organizations need to optimize their conversion rates (CRO) just like for-profit companies do. In fact, it may be more significant since, unlike a nonprofit, which asks individuals to participate with and commit to an idea, belief, or social need, a company satisfies consumer demand with supply. So what are some CRO strategy options?
Indicator of Value
The value proposition of your organization is a succinct argument for why someone ought to contribute or take some other action. It must be written and positioned in a way that will rapidly grab people’s attention. This lowers the bounce rate and boosts site engagement.
How compelling your value offer is can be determined by your homepage design. You risk losing your audience right away if it’s overly busy or doesn’t adapt nicely to mobile view. While NGOs’ total conversion rates are often around 1%, conversion rates via mobile devices are typically around 8%. More people are using mobile devices to access the internet. To take advantage of this transition, make sure your website is equally as interesting when seen on a mobile device.
The purpose and content of your website are determined by your nonprofit’s objectives. If the objectives and intent are precise and focused, visitors are more likely to engage. Let’s look at a few instances:
Both awareness and education. The goal of your nonprofit website can be to spread knowledge about and create awareness for a certain problem, need, or worldview.
sponsors and donations. The website’s goal may be to raise money for a good cause or to entice sponsors to support the initiatives of your company.
both lists and subscriptions. On the other side, your main objective can be to create lists or obtain follower subscriptions so that you can send out notifications and alerts.
Actually, your organization’s objectives could be any or all of the aforementioned. The style, layout, and functionality of your site will maximize the return for each aim if you have the goals in mind.
Your chosen content must be in line with the objectives you’ve established. Consider content as a virtual avenue leading somewhere. You want the users to be guided by the information in the direction of the objective you’ve established. A CTA related to the objective of each piece of content is necessary.
Your nonprofit’s audience will be diverse across several demographics even if it has a relatively narrow focus. Therefore, you must provide content, features, and incentives that will appeal to each of the different personas who will interact with your website.
Establish trust and credibility by prominently showing evidence like accolades, testimonies, media coverage, and quotations from experts. Building trust can also be done by using toll-free numbers. For businesses, toll-free numbers are the industry standard, especially if your nonprofit has an international audience.
Remember that not every user is tech-savvy and that many have very little free time. So maintaining those demographics requires simplicity. For instance, if you utilize forms to sign people up as subscribers, make sure the forms are straightforward, brief, and easy to use.
Utilize tracking and analytics in a planned, methodical manner. Make a strategy. Choose precisely what you want to monitor for each page and site feature. To ascertain whether your objectives are being reached, fine-tune the metrics for each page rather than applying them generally. An excellent illustration of a tool for figuring out conversion rates is heatmap analysis. The areas of activity on each page of your site are represented visually.
Getting the Advantages
As a nonprofit, you desire participation and action from the public. It takes a variety of fine-tuning techniques to increase the possibility that users will interact with your site, as well as a willingness to watch for changes and adapt as necessary. Some of the obvious outcomes include:
- increased donations or subscriber numbers.
- increased audience participation.
- elevated consciousness
- reduced cost per conversion for your business.
- improved SEO outcomes.
Vanity phone numbers and toll-free lines are great resources for raising CRO. Because there is no cost to the caller and it is simpler to remember, people are more inclined to dial a toll-free number. Which vanity phone number is the best? It is a phone number that has been personalized with a word or phrase whose number of digits is equal to the phone number. The possibility of conversion is better when they are placed on website pages, business cards, event posters, and other marketing materials since they are cost-free for the caller (in the case of toll-free) and conveniently recognizable and remembered (vanity).