The Optimization Effect

Whether or not you realize it, your online donation forms are full of “friction”—and it’s costing your organization money.

Friction is anything that slows a donor down in their decision making. Since all website users are only one click away from leaving your site, identifying and reducing friction in your donation process can have a HUGE impact. It’s best to run optimization testing before the Thanksgiving, Christmas, or End of Year season arrives, so you don’t risk losing online donations during the largest giving season of the year. There’s still a window of opportunity before the holidays arrive to make some small changes that can improve your results!

By reducing friction last year, one of our partner ministries saw a 24% increase in donor conversion, resulting in an increase of approximately $67,000!