When you operate as a non-profit, every mode of communication must be crafted with a laser-focused purpose. This holds particularly true for your online calls to action (CTA), especially on your website. The paramount question you need to ask is, “How is my website communication driving conversions?”
Conversion rates represent the percentage of visitors engaging with your brand channels as a direct outcome of your communication and marketing efforts. They serve as critical Key Performance Indicators (KPIs) for non-profits aiming to maximize their influence.
Here are a few tips on achieving substantial conversion rates on your website, whether you’re aiming to increase donations, encourage volunteer participation, or raise awareness for your organization.
- A People-First Approach to Conversions
Higher conversions start with comprehensive research that goes beyond demographics; it involves truly grasping your audience – their thoughts, emotions, and purchasing patterns – to form “buyer” or, in your case, “giving” personas. These personas are data-driven representations of your ideal audience, formed from research data and insights collected through surveys, focus groups, and social media analytics.
Whether you’re conducting the research in-house or collaborating with an agency, having a clear understanding of your audience will empower you to craft more informed conversion strategies and messages that not only support your goals but also resonate effectively.
A great way to kick off your persona-finding journey is to conduct an all-hands meeting involving every stakeholder and department within your organization. While you’re at it, consider using mood boards built with tools like Pinterest or Figma to visually convey your audience personas.
- A Brand & Design-Forward Path to Conversion
Design is a key factor in shaping user experiences on the web. It is the conduit between humans, media, and technology, allowing for digital interactions that are efficient, functional, and emotionally impactful.
Furthermore, a well-designed website significantly enhances conversion rates, so make sure the user experience is visually appealing, easy to navigate, and accessible to all within your target audience. At the same time, explore ways to express empathy through your web design. That’s how you not only motivate people, but it also serves as the foundation upon which you build trust as a brand and create enduring impressions.
Ultimately, great web design begins with establishing your own brand voice, both tonally and visually. If you don’t have a brand style guide, it’s never too late to create one. It will continue to serve you as your non-profit grows and evolves. Through the establishment of consistent and iterative brand guidelines, your design partner can effectively convey your CTA with maximum impact. Furthermore, it will extend the reach of your brand across various mediums, including online, print, and real-world applications, such as activations and billboards.
- Landing at the Nexus of Conversion
Most landing pages with high conversion rates adhere to a specific success formula, much akin to how Hollywood scripts are made. By understanding the anatomy of a successful landing page, you can find clever ways to taxi them to your purpose. Here are the big five elements to think about:
- A Unique Selling Proposition: your secret sauce, that special thing that makes your offering a must-have.
- An Impactful Hero Image: Mark Twain said, “The difference between the almost right word and the right word is really a large matter – it’s the difference between the lightning bug and the lightning.” The same goes for your hero image, so choose wisely and make it count.
- The Big Benefit: The secret here is to be as specific as possible.
- The Proof: The most persuasive technique in your toolbox is providing real-life proof: a review, testimonial, or case study come to mind.
- A clear, conversational CTA: Make it human and not salesy.
- The Power of Language and Visuals
Strong CTAs are crucial to driving conversions, so consider hiring a talented copywriter who can craft compelling calls to action that will resonate with your audience. Short bursts of active language is essential. Use verbs and direct statements that convey action, energy, and create a sense of urgency for viewers to act right away. But make sure what you say is on brand, even for the simplest of phrases.