A significant advantage of digital marketing is the ability to use data to drive your nonprofit goals. Actions taken on site are tracked and the information can be used to drive site users to take the next step in the marketing funnel. In order to collect this data, advertisers have to be able to track what happens on their website.
Often used for form fills, an iFrame is found on the landing page, but the contents are not on your website. Similar to how a window frame is in your house, but everything seen in the window is not. Because the data is not on-site, it can’t be tracked. If your nonprofit uses WordPress, WPForms easily integrates with your website and is trackable. OptinMonster is also a viable option for tracking form fills and can include pop-ups or standard forms.
As one of the few platforms to integrate with Google Analytics, Classy is a third-party donation form tool that can be tracked on-site. When Classy is used to process donations on a nonprofit’s website, transaction-specific conversion values can be installed for each donation the organization receives. When tracking website visitor actions that might have different values each time they occur, such as one-time donations or event ticket purchases, advertisers can provide transaction-specific values for each conversion. This helps the nonprofit have a more accurate sense of how many donation dollars the Ad Grants account is contributing to fundraising efforts.
An on-site pop-up is a common tool used to increase conversions such as newsletter signups and PDF downloads. Individual studies have found that sites with pop-ups have a conversion rate around 3%, and that pop-ups with images convert about 1% better than those without. One of the most important aspects of a pop-up that converts is having enough relative content to clearly convince the user to provide their information. OptinMonster is a popular site for website pop-ups as well as WP Subscribe, WP Notification Bar, and Casper’s Flyin’ Call-to-Action.
Another important aspect of a pop-up is when it should show. Most pop-ups, unless set as a banner at the top or bottom of a page, are obtrusive by nature. A pop-up is asking a user to take action beyond a page view, which makes it further down the marketing funnel. The audience it targets should also be lower on the funnel. That means that the general audience who visits the website will not want to see a pop-up before they have the chance to read about the organization. A good setting for a pop-up is a timer for those who spend enough time to have read the important information that interests them, or those who scroll the page to a certain percentage.
Pop-Up Best Practices:
- The fewer fields to fill out, the more conversions you will receive
- Use a scroll (35% is optimal) or timer trigger (8 seconds is optimal) to decide when to show pop-ups
- Make your popups deceive-specific for best results on both mobile and desktop
- It should be very clear what is being offered