Do you know what motivates your donors and volunteers to support your cause?
If you’ve come to know and love the reporting native to Google Analytics, then it’s time to expand to more granular tracking. One of the best places to start is your donation form. Of course you’re already noticing when people abandon at a particular page in your process, but you can dig deeper and see what field they get to with event tracking.
How can you increase your online donations by 20%? I don’t know for sure, but I can show you how to answer that question for yourself using the good ole scientific method and Google Analytics.
Don’t be dismayed by the naming, Google Analytics advanced segments are really easy to use! They’re a simple way to segment your data and get more out of the reports you already use. On most reports, you’ll see a button for Advanced Segments right under the title of the report. Just click that button and you’ll see a list of check boxes.
Most nonprofit websites see a donation form abandonment rate of around 50% – 70%. Yes, that’s more than half of the people who have found your website, gotten interested enough to click the “donate now” button and looked at the donation form decide not to make that donation. Here’s what you can do to improve this.