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Online Conversion Rates Stink
NPAdvisor's Rick Christ was quoted in this week's Chronicle of Philanthropy as saying online "conversion rates stink across the board." You'd think that most people who click a banner ad or a link in an email that says "Give $20 to help save the whales" would expect that they're going to be given the chance to donate online. Why then, he asks, do only about one percent of people who click on these ads actually complete a contribution? (You can read the entire Chronicle article online, if you're a subscriber, at: http://philanthropy.com/premium/articles/v17/i17/17000701.htm ) Why is conversion important? Because without consistent, profitable conversion, you've got a one-way communications website, not a marketing website. That's not sustainable. Are you struggling with conversion? Do you even know what your website and online effort conversion rates are? NPA has addressed this issue in a number of recent articles. We compiled a list of links here. If your online conversion rates are not sustainable, ask us to conduct a review of your conversion process. We will make recommendations about your ads, your landing pages, your measurement process, and your online donation process. It will take about two weeks to conduct and cost about $2,500. June 2005 | |
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