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Why Your Gut is Wrong: The Science of How Donors Behave Online

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Why Your Gut is Wrong: The Science of How Donors Behave Online

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Presented at the 2019 Nonprofit Technology Conference with the Cancer Research Institute.

With Google Analytics, we know the who, what, when, where, and how of actions on your website. But do we know WHY those actions are happening? We can, thanks to the psychology of how we see. Even if you’re a non-designer, you’ll learn why certain layouts are scientifically proven to be more effective than others (and why you should never trust your gut).

We’ll look at how these designs play out in action against Cancer Research Institute’s donation goals. We’ll also leave you with 5 ideas for design elements you can test on your site today.

Full resources at: https://www.wholewhale.com/19ntcdonorscience/

Presented at the 2019 Nonprofit Technology Conference with the Cancer Research Institute.

With Google Analytics, we know the who, what, when, where, and how of actions on your website. But do we know WHY those actions are happening? We can, thanks to the psychology of how we see. Even if you’re a non-designer, you’ll learn why certain layouts are scientifically proven to be more effective than others (and why you should never trust your gut).

We’ll look at how these designs play out in action against Cancer Research Institute’s donation goals. We’ll also leave you with 5 ideas for design elements you can test on your site today.

Full resources at: https://www.wholewhale.com/19ntcdonorscience/

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Why Your Gut is Wrong: The Science of How Donors Behave Online

  1. 1. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Why Your Gut is Wrong: The Science of How Donors Behave Online NTC - March 2019
  2. 2. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Contents ● Behavioral model ● A/B testing overview ● How to run A/B tests ● 5 things you can try
  3. 3. #19NTCdonorsciencecancerresearch.org @CancerResearch | wholewhale.com @wholewhale Who we are
  4. 4. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience About Ann ● Design Whaler | Head of NY ● Build sites, products, and systems ● Love A/B tests #DollarBetBattles
  5. 5. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Who is Whole Whale? Whole Whale is a digital agency that leverages web data and technology to increase the impact of nonprofits.
  6. 6. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience About Alice ● Senior Marketing Manager at Cancer Research Institute ● Juggles a variety of marketing responsibilities, especially digital ● Loves data and evidence-based marketing
  7. 7. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Who is CRI
  8. 8. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Game 1 When I say go Everyone raise the same hand in the air.
  9. 9. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Game 2 When I say go Everyone raise your left hand in the air.
  10. 10. #19NTCdonorsciencecancerresearch.org @CancerResearch | wholewhale.com @wholewhale Behavioral Model Theory & reality
  11. 11. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience What makes people do something? Passive Engaged
  12. 12. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Behavior = motivation*ability*trigger ● Motivation: Undying love for food ● Ability: Abs + toned shoulders ● Trigger: Human command
  13. 13. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Behavior = motivation*ability*trigger
  14. 14. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience A/bility - Can I do this easily? ● Give perception of ease ○ Time: “quick survey” ○ Effort: “no credit card required” ● Minimize number of taps
  15. 15. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience
  16. 16. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Motivation - Do I want to do this? ● Focus on need fulfillment ● Social proof: Others are using it ● Authority: 3rd Party Validation ● Scarcity: Leverage FOMO (missing out) ● Reciprocity: Give something away
  17. 17. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Invigorated Confident Challenged Joyful Connected Angry Fearful Anxious Defensive Resentful Relaxed Mellow Peaceful Tranquil Serene Depressed Exhausted Burned out Hopeless Defeated Positive (pleasant) Negative (unpleasant) High intensity Low intensity
  18. 18. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Trigger - What do I click? ● Clear calls-to-action ● Ask at the right time ● Ask at different moments
  19. 19. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience “Sticky” CTA
  20. 20. #19NTCdonorsciencecancerresearch.org @CancerResearch | wholewhale.com @wholewhale Why A/B Test? Everybody’s doing it
  21. 21. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience A B What is A/B Testing? A/B testing is comparing two or more versions of something to see which one performs better.
  22. 22. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Designs = best guesses Build Measure Learn
  23. 23. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Netflix + chill
  24. 24. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience 40.6% lift in conversion 2.8m email addresses $60m +/- 👏 ...👏 ...👏
  25. 25. #19NTCdonorsciencecancerresearch.org @CancerResearch | wholewhale.com @wholewhale What to Test? Look good, sound good, do good
  26. 26. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience What to test: copy ● Body copy ● Headlines ● Calls-to-action ● Menu item name ● Donation amount
  27. 27. A B
  28. 28. B improvement 27%
  29. 29. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience What to test: Visuals ● Hero images ● Icons ● Colors
  30. 30. A B
  31. 31. A B Higher clickthrough rate 6.8%
  32. 32. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience What to test: layout ● Order of elements ● Position of elements ● Element “staticness” ● Form length
  33. 33. A B
  34. 34. A B Improvement in conversion rate 21%
  35. 35. #19NTCdonorsciencecancerresearch.org @CancerResearch | wholewhale.com @wholewhale Running experiments Ready, set, test
  36. 36. Testing Without Hypothesis =
  37. 37. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Build - WYSIWYG
  38. 38. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Measure
  39. 39. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Measure
  40. 40. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Learn
  41. 41. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Some A/B testing tools Website Popup EmailWebsite Popup Email
  42. 42. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Getting your feet wet: 5 things to try
  43. 43. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience 1. Hero image
  44. 44. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience 2. Headline
  45. 45. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience 3. Preset amount
  46. 46. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience 4. Recurring opt-out vs. opt-in
  47. 47. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience 5. CTA
  48. 48. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Don’t stop A/Believing! #TurtleTip
  49. 49. cancerresearch.org @CancerResearch | wholewhale.com @wholewhale #19NTCdonorscience Open to #dollarbets Get in touch ann@wholewhale.com anorthover@cancerresearch.org More resources at wholewhale.com/ntc19donorscience

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