The whole point of landing pages, yes, even nonprofit landing pages, is to convert incoming traffic. The conversion may be to sign a petition to protect the rain forests, or donate to the fight to abolish child labour. Whatever your cause, the objective of the nonprofit landing pages is to introduce people to the problem, your solution, and help them make the right decision. But is your landing page converting as well as it could?
Here are 5 simple ways that can help your nonprofit landing pages increase conversion rates tomorrow.
Know who your audience is
Before you create nonprofit landing pages, or even before you start your marketing campaign, you have to sit down, and understand who your audience is going to be. Where are they going to be coming from, what sort of messaging will appeal to them the most, even what is their motivation to complete the action you want.
Are they altruistic? Do they want to feel better about themselves? Are they looking to support your specific cause?
Knowing who your audience is, is half the battle. Understand where they come from and what they want helps you create the right message for them, and makes sure that when they DO come to your nonprofit landing pages, they’ll be far more likely to convert.
Use one call to action in Your Nonprofit Landing Pages
Even when it comes to worthwhile causes that they believe in, people still prefer to understand what their options are in any website or landing page as clearly and as quickly as possible. Give them that option using a simple button, and don’t confuse the issue by adding extraneous links (even to seemingly important information) or have any additional buttons.
Yes, you may want people to donate money and also sign up for your newsletter (for future campaigns). However, if you offer your visitors the choice, conversions will go down. What you CAN do, is ask them to sign up to your newsletter on the thank you page that appears after they click ‘Donate’ (or any other relevant call to action you added).
Use a compelling image or video
It has been said that a picture is worth 1,000 words. This holds especially true for nonprofit organizations. As you can see here, here and here, a cause can very often be summed up in a very striking image that shows the solution you are offering, the problem you are trying to solve, or the people (or animals) you are coming in aid of.
A single compelling image, along with the right (short) messaging can make for very effective nonprofit landing pages. Together with the single call to action, this can increase conversions in a very short time.
People want to be part of a success story. They want to feel part of something worthwhile. And you know as well as we do that there’s no real comparison when it comes to testimonials from people that your nonprofit has helped, people who have had experiences with your organization. These testimonials are exactly what help visitors to your nonprofit landing pages decide that they want to support your cause as well, and become part of the successes that the testimonials demonstrate.
Branding is still important
It’s true that you are a nonprofit organization, but that doesn’t mean that you don’t want people to remember you, or not identify your nonprofit landing pages as yours. You have a website with a logo, distinctive brand colouring and a specific design language – make sure that you maintain that very same look in your nonprofit landing pages.
Why? Because trust improves conversions.
Don’t forget that you have spent a lot of time and effort into building up trust with your visitors. They know who you are and what you believe in. Use that to your advantage. When people come to your nonprofit landing pages, they should be able to immediately recognize your brand, have that same sense of trust, and donate to the cause.
Avi Kaye is a social media marketing consultant for software startups. In addition to PageWiz, he also writes for himself on his own blog, in between numerous cups of coffee.