Flickr Photo: daviptRecently, we hosted an online event with M+R Strategic Services to release our report, the 2008 E-Benchmarks Study. The live webinar (free for NTEN members) was really interesting, featuring case studies from organizations about their email campaigns. Some of the most interesting stuff presented, though, had less to do with the emails sent, and more to do with the web pages those emails asked people to visit.
The landing page - the page folks end up when they click on that link in your email. It's one thing to get people to click on your links. It's quite another to get them to donate or take action when they get there. Donordigital released a great report about landing pages. It's definitely worth a read if you have an online fundraising program.
- How big should the "Donate Now" button be?
- What color should that button be?
- Are all those fields necessary on the donate form?
Don't expect, however, to find any quick fixes for your landing pages here. What I really like about this report is the emphasis on a single idea: your mileage may vary. They tell you what worked for a single organization (Amnesty International), but stress that you need to test for yourself. And test a lot. Page seven of the report features some great advice for folks that want to get started with testing.
The appendix that follows has great visuals that show you what and how they tested for this study as well, so there's a lot to learn there. If you're interested in learning more about testing, here are a few resources: