Remove Friction for Your Prospects.

Get More Conversions on Your Landing Pages.

A representative of a nonprofit recently asked why lots of people were clicking over to their donate page but not actually donating.

This is a common issue. How do we get our prospects to actually convert?

I suggested that friction may be the problem.

You’re trying to compel someone to take an action — in this case, donate to the cause. Anything that impedes instant access to donate, anything that slows the prospect down, is an invitation to give up.

Time is precious. And nobody enjoys feeling frustrated.

So we have to make our landing pages as absolutely frictionless and delightful as possible.

How to remove friction:

Reinforce the compelling reason why to donate right above or alongside the donation form. Keep the prospect feeling great about the donation they’re about to make.
Remove distractions. Have no links to other pages on the donate page. (or purchase page). Keep the prospect focused on the task at hand.
Limit the number of form fields the prospect has to fill out. Keep it super simple and fast to make the donation.
Beware of ad blockers. Lots of people have them installed in their browsers. Have a checkout system that won’t get blocked too.
Once the donation is made, immediately take the prospect to a thank you message. Be genuine. And effusive. Keep making the converted prospect feel great about their decision to support your cause.
A heartfelt follow-up thank-you email, in tandem with the donation receipt, also ingratiates the donor.
Don’t take a detour. Under no circumstances should your initial CTA (call to action) link in an email, social post, or homepage, first take the prospect to an interim page that requires them to click again to get to the donation page. It distracts, confuses, and slows down the prospect. And it’s a surefire way to get them to bounce before getting to your donation page. (I bring this up because I’ve seen it too many times.)
Before you launch any campaign, try it yourself. Go through the exact journey that your prospect will undertake. If you encounter any speed bumps in the process, you know your prospects will too. Smooth out any speed bumps to achieve a seamless, super-simple process your prospects will thank you for — with a donation!

If you’ve been facing this issue, drop me a line. I’d be happy to take a look at your current prospect journey from CTA to donate form and identify any speed bumps that might be deterring your prospects.

Contact me, and let’s set up a conversation.

To your brand and marketing success,