When it comes to marketing online for your nonprofit organization, your website serves as an integral component in representing your mission, connecting with constituents and driving donations to your cause. However, as technology continues to expand, we’ve learned about what part of your website matters most: landing pages.
The truth is, website traffic doesn’t always lend itself nicely to conversions. Even if your NPO builds up its site, gets visitors onto the site and engages with them, it still doesn’t mean those visitors are going to donate to the cause. The number of website visitors doesn’t always reflect whether or not your mission is growing.
Cue landing pages. Conversion is your landing page’s number one job. Firespring CEO Jay Wilkinson states, “Landing pages are the pages on your website that ask visitors to take a specific action. People come to them from a variety of places, including social media, search engines, email messages and blog posts.” This is where conversion rate optimization (CRO) comes in. CRO is the process of optimizing your landing pages to produce more conversions from the traffic you receive. While homepages can often be overwhelming, landing pages are simple, to the point and ask for a specific response, such as donating, volunteering or registering.
Here’s how landing pages can turn your NPO website into a conversion machine.
Utilize a clean design.
One of the simplest ways to maximize your landing pages’ conversion rate is by utilizing a clean design on each and every page. Entrepreneur describes people as having “online ADD” when surfing through a website. “Basically, if you give them too many options, they get overwhelmed and won’t make a decision. Your job (and the job of your landing page) is to keep them focused on the action you want them to take.” Use colors, fonts and voice that are representative of your nonprofit’s brand, while using short copy and maintaining minimum distractions on the page. Reduce any barriers of various tabs, navigation buttons or clicks that can pull visitors away from the landing page’s sole purpose. By using a clean, simple, eye-catching design, you’ll be able to pull constituents onto the landing page and then keep them there, helping to increase your conversion rate overall.
Be on mobile devices.
According to Elevation in 2016, 84% of nonprofit donation landing pages are not optimized for mobile. This can be a major setback when it comes to increasing your NPO’s conversion rate. Considering that 75% of Americansown a smartphone, your landing pages need to be optimized and ready to go, no matter what screen constituents are viewing from. Not to mention mobile giving has increased 205% in the past year alone, and 25% of donors complete their donations through a mobile device. By taking your landing pages mobile, you make the process even easier for constituents, which helps boost your conversion rate. For more info on why your website should be mobile, check out our article on What is Responsive Website Design and Why You Should Care.
Create a killer headline.
Next step: Write motivating headlines for your landing pages. The headline you choose can make or break the entire landing page content—and the conversion rate. In fact, on average, 8 out of 10 people read headline copy, but only 2 out of 10 will read the rest. Your headline should tell the reader what the page is about in a concise, compelling way. The text should also be similar or even the same to that which brought the user to the page in the first place. This creates a seamless experience for visitors as they flow from one source onto your nonprofit’s landing page. By drafting a killer headline, you set the rest of your landing page copy up for success, encouraging visitors to keep reading and complete the desired course of action.
Test the pages beforehand.
If you really want to see how a landing page is going to convert, practice some A/B testing before making the landing page visible to all visitors. For instance, target a small group of constituents beforehand with one type of landing page, then see how the conversion rates change with a different landing page format or copy. Solutions Metrix states, “A/B testing will incrementally improve your results so that you can get the maximum conversion rate on your webpages.” A/B testing sets your landing pages up for success by literally learning about their chances beforehand. Then, you can tweak any aspects of the landing page that don’t seem to fare well in order to optimize your conversion rate.
Include a strong CTA.
What’s one of the simplest ways to make sure landing pages are converting? By actually telling constituents what you want them to do. Oftentimes, nonprofit organizations completely forget, hide or avoid a call to action (CTA) on their website or landing pages, and this harms their overall conversion rate. CTAs are a critical component of lead generation and list building. They let the visitor take the next step in supporting the cause with you through a button, image or phrase. Consider the button size, shape and copy when drafting your CTA. Your landing page CTA should beg to be pushed, and should be enticing enough to bring in visitors and turn them into loyal constituents. For more information on CTAs, see40 Call to Action Examples that Drive Engagement.
When used correctly, landing pages are a vital component of your nonprofit organization’s online marketing efforts. Use some of these tips when building your next landing pages to turn your website into a converting machine.
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