Friction! It’s What’s Killing Your Online Donations

1. Does your giving page include links to other content pages?

Yes No

2. Does it take more than 1 click to complete your donation process?

Yes No

3. Does it take longer than 5 seconds for your donation page to load?

Yes No

4. Do you have gift designation options on your donation page?

Yes No

5. Do you provide an option to make a gift in memory of someone else?

Yes No

6. Does your form include any additional fields besides payment and contact information?

Yes No

7. Do you have to pinch and zoom to complete your donation page on a mobile device?

Yes No

8. Do you require visitors to register an account to make a donation?

Yes No

9. When a field is omitted, does your donation page highlight the missing field(s) before the gift is submitted?

Yes No

10. Does it take more than 2 steps to complete a donation?

Yes No

11. Does it take more than 1 click to reach the donation form from the “Donate” button from the homepage?

Yes No

12. Does your donation process require donors to add a donation to a “cart”?

Yes No

13. Does your donation process ask donors to opt‐in to emails?

Yes No

14. Has it been more than 6 months since you ran a test donation?

Yes No

15. Does your donation page have buttons, banners, or navigation that takes the donor out of the donation process?

Yes No

16. Do you currently monitor and measure your donation abandonment rate?

Yes No

17. Do you know what your average donation conversion rate is?

Yes No

18. Have you performed an A/B split test on your donation process in the last 6 months?

Yes No

19. Have you made any changes to your giving page in the last 3 months?

Yes No

20. Do you have a benchmark or goal for your donation conversion rate on your web site?

Yes No

You’re almost done! One last step…