Understand Conversion Rate for Donation Forms

Use the Conversion rate chart to understand how effectively your donation forms turn website visitors into donors. The conversion rate is the percentage of visitors who complete a transaction after they open a donation form. To view the conversion rate, from Online Giving, select Overview.

Conversion rate is determined by using the formula: Transactions รท Page visits x 100.

For example:

  • Page visits: 134.2K

  • Transactions: 34.1K

  • Conversion rate: 25.4%

Tip: Optimized Donation Forms usually have a higher conversion rate because of the streamlined design.

How to Improve Conversion Rate

To improve conversion rate:

  • Review your donation forms and correct confusing or unnecessary steps.

  • Evaluate the content on the page where you share your donation forms and confirm that visitors understand the purpose and value of their gift.

  • Remove distractions that could prevent visitors from completing a donation form.

  • Test small adjustments, such as fewer fields, not requiring fields, and making custom field labeling clearer, to see which versions convert better.

View Conversion Rate for a Donation Form

To compare your top donation forms and see what's working well:

  1. From Online Giving, select Overview.

  2. From Top performing forms, select a donation form.

  3. Under Summary, view Conversion rate.

Tip: You can view the conversion rate for any donation form. Select the donation form from Online Giving, Donation forms.