CONVERSION & OPTIMISATION - ANZ - Thursday AUGUST 5, 2021
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CONVERSION & OPTIMISATION - ANZ Thursday AUGUST 5, 2021
Welcome and thank you for
joining us today.
Rebecca Thomson
iRaiser Regional Manager, ANZ
+15 years in the social good sector
rthomson@iraiser.eu
Introducing iRaiser ANZ
● Local hosting in Australia; AWS & OVH Cloud
● Local payment methods
● Stripe: Credit Card options, Apple Pay, Google Pay, Amazon Pay,
PayPal, Direct Debit & invoice options
● local tax receipts
● Local support/Local Account Manager based in Melbourne, we’re
building a team locally as well as a pool of partners
● We’re one of the only suppliers in market that won’t charge you or
your donors on donation/transactions (fair flat fee pricing)
● Two advanced products released in ANZ in 2021:
1) Payment Application for one off and monthly (add on the
CrowdFunding module)
2) New Global release; Peer to Peer solution
Meet some of our clients!
Conversion & Optimization
Today’s Topic: Digital Conversion & Optimisation
In reality, people are not following a straight line, that’s why it’s strategic for you to be able to reach them at each step
STRANGER INTEREST SEARCH FOR CONVERSION
INFORMATION
Donation form
Retention emails
Conversion & Optimization
Today’s Topic: Digital Conversion & Optimization
rthomson@iraiser.eu
CONVERSION
Donation form
Retention emails
Many areas can have an impact on user
experience (UX)
● Payment Methods (invoices versus credit cards versus mobile wallet)
● Clicking & scrolling (how long will this donation take me to complete?)
● Is it easy? Does it look easy? Is it a fast process?
● Is it secure? Where is my data hosted? How is my credit card stored and managed?
● Will it crash with high hosting demands on servers in the peak of a campaign (is it reliable!)
● Images (sad versus happy, versus load time)
● Colours & readability
● Are you mobile optimised? (from landing through to payment)
● Dollar handles versus “free choice fields” (and at what levels?)
● Videos (complementary or a distraction? - shall we do a live stream?)
● Storytelling (is your campaign & cause reflected on your donation pages?)
● The number of fields required to complete - are there too many?
Many areas can have an impact on UX
● Is the address auto-populated?
● What types of questions and “opt-in’s” are you asking your donor
● What is a mandatory field and what is not? And do we really need to know this level of information at this point (being prior to
donating)
● How do you thank your donors
● How do you manage “expiring credit cards” (recalls for failed payments through you, your gateway or CRM?)
● Does your digital offering increase demands on our customer support?
● Do you use “pop-ups”, chat bots and other widgets?
● And much much more!!!!
So are you converting your web traffic to
donate? - That’s the big question right!
Mettre votre image ici
Tip 1: Be Mobile First!
A reality on a global scale
Mobile
54,46%
Desktop
42,23%
Tablet
2,91%
Source : gsstatcounter / Feb 2021Tip 2: We’re here to help! Say hello to Arya, the last design (r)evolution
of iRaiser’s Payment Application.Case study: Les Restos du Coeur (meals du cure) Ayra upgrade!
✔Founded in 1985 by a comedian named Coluche
✔101,5M€ million raised online up to mid 2020
✔133,5 millions of meals distributed
✔73 000 engaged volunteers
✔A televised show called “Les Enfoirés” watched by 9,2 millions
people last week
1st Fundraising Charity in
France
Campaign 2020-2021Tip 3: Review your FUNDRAISING CHANNELS
CASE STUDY: LES RESTOS DU COEUR From November OLD to new in November 2020
CASE STUDY: LES RESTOS DU COEUR
Looks pretty similar, but the devil is hidden in the details.
Last Donor Banner:
Log-in feature:
Only for donations above € 150
• lead to an increase in support
questions
Profile segmentation:
• No real need (school,
Corporate etc)
Payment methods:
• Low visibility of each method
Donation type: • Uncomfortable reading on mobile
• Focus on the default choice due to the size of the form and the
• May lead to the loss of dynamic scrolling menu.
recurring donations
Personal information:
Equivalences:
• Size & length of the form
• No images & hard to find.
Opt-in :
Hard to see and lead to
support questionsCASE STUDY: LES RESTOS DU COEUR
Looks pretty similar, but the devil is hidden in the details.
Mobile OptimisedSTEP #1
All you need is love & donations
✔Tab system to select between one-time or monthly donation.
✔Flexible donation grid.
✔Strong highlight of equivalences.
✔Tax information adapted to each market.
Tip 4: +70% of donors select a
proposed amount instead of
choosing their own. Make it
count.STEP #2
Qualitative personal information
✔Fundraising is all about relationships. Your data are essential.
✔Reduced overall length of the form thanks to “Find My Address” widget.
✔Unlimited custom fields to fit your specific needs.
✔Opt-in subscription option.
Tip 5: Think about displaying
qualifying / non-essential
questions on the thank you page
or later in your donor journeySTEP #3
Full potential for payments
✔New way to display your payment methods.
✔Automatic display of needed fields according to payment method.
✔50+ payment methods
Tip 6: Offer a range of payment
methods. Wallet giving in the
Nordics accounts for over 90%
of donations through iRaiser
P2PSTEP #2
Connect & Pay in one click
Automatic display Permanent displayCASE STUDY: LES RESTOS DU COEUR
Concrete results for Restos du Coeur
01 02 03
Amount raised Conversion rate Support demands
• Up to € 185 M raised online • In Dec 2020 : • Less calls regarding the opt-in
(from € 105 M) = +80 M • Traffic - 13,70 % (VS N-1) box (from 10-15 per day to none)
• + 877 000 donors with an av • Donations +35,2 % (VS N-1) removed the mandatory
donation of € 210 requirement
○ In Nov 2020: +156%
○ In Dec 2020 : +35 %CASE STUDY: LES RESTOS DU COEUR Tip 7: Use A/B Testing - TEST, TEST & KEEP TESTING 1 2 3
CASE STUDY: LES RESTOS DU COEUR Focus A/B Testing - TEST, TEST & KEEP TESTING
Tip 8: Get the most from ADDITIONAL FUNDRAISING WIDGETS to Boost your conversion Created to optimize your results ✔Last Donors Banner ✔ Progress Bar ✔Cookie Banner display option ✔A/B Testing ✔Bank fees covering ✔Matched Giving Program ✔We continue to release widgets for you to simply turn on and off as you like, no development costs!
Bec’s Top 8 Conversion Tips
● Be Mobile First!
● Get the iRaiser Payment App!
● Review your FUNDRAISING CHANNELS
● Work your dollar handles; +70% of donors select a proposed amount instead of choosing their own.
Make it count.
● Think about displaying qualifying / non-essential questions on the thank you page or later in your donor
journey
● Offer a range of payment methods. Wallet giving in the Nordics accounts for over 90% of donations
through iRaiser P2P
● Use A/B Testing - TEST, TEST & KEEP TESTING
● Get the most from ADDITIONAL FUNDRAISING WIDGETS to Boost your conversionYou can also read
