TheAgitator.com — the best advice/commentary blog for nonprofits out there — recently commented on the Nielson Norman report I just cited. Blackbaud‘s Steve McLauglin posted some comments on this including “Some good nuggets in the report include:
- Fixing a process with even minor usability problems might increase donations by 10%. ((Happydonors is NOT surprised by this randon-sounding stat. Probably a lowball. Minor usability glitches => major transaction problems.))
-The most frequently mentioned turnoffs was a lack of or unclear description of an organization’s mission, goals, objectives, or work.
- Confirmation pages are critical on both e-commerce and donation sites. However, non-profit and charity sites must include a confirmation page as part of the donation process, which should include a receipt for tax purposes. Additionally, a receipt should be emailed to the address provided during the donation process.
- On the confirmation page, thank users for their donation. It doesn’t need to be elaborate, but a simple recognition is appreciated. Also, it’s nice to reiterate how the money will be used.
Enough ripping off The Agitator. As noted, every time I do the most primitive usability testing, it points out big opportunities to clarify messaging on web sites. Try it! And it sounds like this Nielsen Report might well be worth the investment.