Usability for Nonprofits: Reducing Friction & Boosting Conversion

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@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
USABILITY
Reducing Friction &
Boosting Conversion
Mike Perla
@mikeperla

 Mike Perla – Director of Conversion Optimization
 2013 Online Testing Awards Gold Ribbon, Case Study in WhichTestWon.com
A/B Test Hall of Fame, Director of Event Planning - Northeast Ohio Usability
Professional’s Association (NEOUPA), Advisory Board - WhichTestWon.com,
Founder - Conversion Rate Optimization Professional Association (CROPA)
 10+ years of experience in CRO, UXD, web design, researched-based
information architecture practices, persuasive copywriting, persona
development and market positioning.
Who is this Guy?
Why should I pay attention?!?

Drive all the traffic you
want, it is worthless if it
does not convert
Conversion Optimization Should Be a Priority!
Get Your Web Properties to Convert

 Who are your competitors?
Any organization asking individuals to donate a % of their disposable income
 What are you selling?
You are selling a pleasurable experience. Donations trigger pleasure areas of
the brain that are traditionally stimulated by food, sex and sweets. –
University of Oregon
The World of Non-Profits
Unassumingly Competitive

 It takes just 50 milliseconds (1/20th of a second) for visitors to form an
opinion about the quality of a site
 This is an action of the old part of your brain or “Reptilian Brain”
 Is it attractive? Is there a clear visual hierarchy? Does it look safe?
 The “Reptilian Brain” is the ultimate decision maker (halo effect)
 You have 7 seconds to keep a visitor from leaving
 The middle and new parts of the brain – feelings/ emotions & logic
 Is it relevant? Is it clear what I am supposed to do? Do I feel confident in
taking that action?
Make a Good Impression
You Have Just Seconds

 Anxiety – How will my money be spent? What % goes to the cause? Are
donations handled securely?
 Emotion – Use images that tell the story. Use success stories people can
respond to emotionally. Target empathy.
 Cialdini’s Principles of Influence
 Social Proof – How many others have donated? What is the total
donations?
 Authority – What organizations or persons of authority do you
support/support you? Affiliations?
Appealing to Your Customer
Addressing Anxiety and Using Persuasive Triggers

ABILITY
Give Visitors the Ability to Convert

readABILITY
ABILITY
Give Visitors the Ability to Convert
absorbABILITY
useABILITY

 Font Choice – typeface, weight & size
 Line Height
readABILITY
Effortless Reading Comprehension
Verdana is much easier to read.
Monotype Corsiva is hard to read.
Limit web pages to the usage of
3 fonts or less. Less is better.

readABILITY
Is your text W3C compliant?
Use Colour Contrast Check
Measure the relative luminance of each letter (unless they are all uniform) using the formula:
L = 0.2126 * R + 0.7152 * G + 0.0722 * B where R, G and B are defined as:
if RsRGB <= 0.03928 then R = RsRGB/12.92 else R = ((RsRGB+0.055)/1.055) ^ 2.4
if GsRGB <= 0.03928 then G = GsRGB/12.92 else G = ((GsRGB+0.055)/1.055) ^ 2.4
if BsRGB <= 0.03928 then B = BsRGB/12.92 else B = ((BsRGB+0.055)/1.055) ^ 2.4
and RsRGB, GsRGB, and BsRGB are defined as:
RsRGB = R8bit/255
GsRGB = G8bit/255
BsRGB = B8bit/255
The "^" character is the exponentiation operator.

readABILITY
Use a readability test
tool like read-able.com
"I notice that you use plain, simple language, short
words and brief sentences. That is the way to write
English--it is the modern way and the best way. Stick to
it; don't let fluff and flowers and verbosity creep in. When
you catch an adjective, kill it. No, I don't mean utterly, but
kill most of them--then the rest will be valuable."
Mark Twain, letter to D. W. Bowser, March 1880
Americans average a reading
level of Grade 8

Reading from a computer screen is 20-30% slower than reading from paper –
The University of Texas.
The man who makes a success of an important
venture never wails for the crowd. He strikes out for
himself. It takes nerve, it takes a great lot of grit; but
the man that succeeds has both. Anyone can fail. The
public admires the man who has enough confidence
in himself to take a chance. These chances are the
main things after all. The man who tries to succeed
must expect to be criticized. Nothing important was
ever done but the greater number consulted
previously doubted the possibility. Success is the
accomplishment of that which most people think can't
be done.
The man who makes a success of an important
venture never wails for the crowd. He strikes out for
himself. It takes nerve, it takes a great lot of grit; but
the man that succeeds has both. Anyone can fail.
The public admires the man who has enough
confidence in himself to take a chance. These
chances are the main things after all.
The man who tries to succeed must expect to be
criticized. Nothing important was ever done but the
greater number consulted previously doubted the
possibility. Success is the accomplishment of that
which most people think can't be done.
readABILITY
Reading on a computer screen
is 20-30% slower than paper

List items are small, discrete “chunks” that are physically easier on the eye and
easier to follow and comprehend.
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• Life-time warranty
readABILITY
Visitors have time to read only 20% of
your copy during an average visit

 Usability issues in terms of conversion rate optimization is called “Friction”
 Friction arises from any element of the conversion process that causes
frustration, mental fatigue or confusion.
useABILITY
Easy & Intuitive
Friction causes aggravation,
mental fatigue or confusion

Sources of Friction
 Length of Pages – Visitors spend only 20% of attention below the fold
 Page Layout and Design – Confusing layout, no visual hierarchy
 Button Design – Easy to overlook CTA; conflicting color usage
 Number of Options – Decision paralysis (3 or 4 options – Weinschenk)
 Nature and Number of Form Fields – Irrelevant fields or private information
 Form Field Layout – Form can appear shorter due to layout
 Number of Steps in Process – The less the better
 Page Load Speed – Faster the load speed, the better
 Discontinuity – Design, message, offer
useABILITY
Easy & Intuitive
Reducing page load speed &
the # of form fields is a no-brainer

A B
useABILITY
Easy & Intuitive

A B
+368.5%
useABILITY
Easy & Intuitive

The “Technidiot” Test
 Does your Grandma, Mother or technically challenged friend find the website
intuitive to use?
useABILITY
Easy & Intuitive
DIY user testing - observe the
technically impaired

Visitors form an opinion about your web page in 50 milliseconds and will leave
within 7 seconds or less.
So, what do your visitors see?
 Are the purpose, benefits and differentiators easy to locate and
comprehend?
 Is it easy to decipher what is most important on the page?
 Is it clear what action they are supposed to take?
absorbABILITY
Making Sense of Digital Surroundings
You have milliseconds to make
an impact on a new visitor

A B
WhichTestWon.com
absorbABILITY

A B
+31.4%
WhichTestWon.com
absorbABILITY
Use the “Squint” Chrome App
to quickly assess your layout

http://snook.ca/technical/colour_contrast/colour.html
Overcoming Objections
Use Hard Evidence

http://www.read-able.com/
Use Hard Evidence

https://chrome.google.com/webstore/search/squint
Use Hard Evidence

 Twitter @mikeperla & @CROProA
 LinkedIn http://www.linkedin.com/in/mikeperla
 LinkedIn Group: Conversion Rate Optimization Professionals’ Association
 www.cropa.net
Final Slide
Time to Say Goodbye

Usability for Nonprofits: Reducing Friction & Boosting Conversion

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Usability for Nonprofits: Reducing Friction & Boosting Conversion

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