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 ÷ 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.

Improve Conversion Rate

• Review your donation form to correct confusing or unnecessary steps.

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

• Remove distractions that could prevent visitors from completing the form.

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