Many nonprofit organizations' websites struggle to keep up with their online conversion goals at various times throughout a calendar year. They may only receive substantial amounts of traffic at a specific time of year or they may only convert regularly after a large PR campaign. However, there are optimizations your nonprofit’s website administrator can make to close the gap between your online conversions and your online conversion goals.
Even your most excited and eager visitors will leave your website before completing an online conversion if your goals aren’t obvious. To help alleviate these missed opportunities place a call to action above the fold of your landing page. By featuring this instruction prominently - Volunteer, Donate, Subscribe, etc. - you can be sure that people who are looking for this information will be able to find it quickly and act.
The webforms on your nonprofit's website give the outside world a chance to introduce themselves to, and interact with, your organization and its mission. Did you know that optimizations to your webforms can help increase your conversions? A standard Contact Us form has a 3% conversion rate but event registration forms convert at 11% and surveys at 21%. If your website's only webform is a generic Contact Us page think about creating others that can gather different and supplemental visitor information. These additional avenues of interaction can help your organization increase visitor interest and drive repeat traffic.
Text and images are wonderful tools for displaying information for readers to dive into and digest. However, in an online world of decreasing attention spans, it is foolhardy to place that burden upon your visitors without offering alternative content presentations. Consider adding some new rich media to your nonprofit’s website including video content, GIFs, or interactive applications. These rich content formats outperform static content on the internet and will continue to dominate the future of content sharing.
Your nonprofit’s website can be transformed with a little user experience (UX) and user interface (UI) research and learning. Capitalize on internet browsing habits and preferences by understanding the average internet user and their inclinations. Focus your effort on making your organization’s goals harder for visitors to miss and easier for them to get involved with and watch your conversions grow.
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