June 10, 2019 |
Mobile is an increasingly valuable medium for nonprofits. According to the M+R Benchmarks Reports, in 2018 mobile accounted for 48% of all traffic to nonprofit websites.
Despite this increase in mobile traffic, up from 44% last year, mobile users accounted for just 30% of gifts, and 21% of revenue. Part of this can be chalked up to the conversion rates on mobile. Nonprofits reported that desktop conversion rates hovered around 21% with mobile conversion rates coming in at only 9%.
While there are numerous reasons why supporters are less likely to make a mobile donation, one item that all nonprofits can work to improve is their mobile optimization of donation pages. With web traffic clearly trending towards mobile, the visibility of nonprofit mobile donation pages is set to increase year over year. Creating a seamless user experience with hassle-free payment options on donation pages is crucial to increase these conversion rates and fundraising revenue for nonprofits.
That’s why at EveryAction we’re launching Apple Pay® on our forms. Apple Pay provides donors with a simple, efficient, secure donation process that minimizes the information they must remember and enter when donating. It allows nonprofits to offer an even better experience to their donors and increase their conversion rates by speeding up and simplifying the donation process. According to Business Wire, e-commerce sites that have implemented Apple Pay have seen an increase in checkout conversion rate of up to 2x on mobile, and customers are able to checkout up to 60% faster with Apple Pay than with a credit card alone. Nonprofits stand to gain the same benefits with Apple Pay’s simplicity and ease of use for donors—donors can use Touch ID, Face ID, or double-click an Apple Watch to provide their payment and contact information to securely check out with just one touch.
Features like Apple Pay are one part of what makes an optimized donation page. The best donation pages should be simple and clean, without extraneous content to distract from or crowd the donation form. On a small mobile screen, the more content being displayed, the smaller and harder to interact with it becomes. Donation pages with minimal text tends to look and perform better.
EveryAction provides standard mobile optimized donation pages that automatically resize to fit any screen and out of the box multi-step donation forms that are built for one click giving and making secondary asks.
Organizations such as the Romero Institute and World Central Kitchen see well above average mobile conversions. The Romero Institute's donation page is simple and effective with minimal text, bold clear buttons and an easy to read multi step form. Multi Step forms break up the complex donation process into simple chunks, resulting in a generally superior user experience. EveryAction has seen multi-step forms help nonprofit’s increase their conversions by at least 5.9%.
The majority of web traffic now originates from mobile, and with Apple Pay on track to reach 10 billion transactions this calendar year it is important now more than ever for nonprofits to ensure their donations pages are optimized. EveryAction’s donation pages come ready to use on screens of any size and new features like Apple Pay ensure that nonprofit professionals like you can raise more money. To take a look at our best in class tools, request a demo here.
If you're a current EveryAction user and would like to enable Apple Pay, click here for instructions!