You may want your website to accomplish a variety of organiz\sational goals, but a steady stream of online donations are an essential goal for all not for profit websites. Continue…
The presence of choice might be appealing as a theory but in reality people actually find choice to be rather tiresome. I know; this seems to go against our notions of what we want. Freedom is, after all, choice, or so we are told. Continue…
If you’re a digital fundraiser, you definitely know it’s no easy feat to convert visitors into donors.It’s hard enough getting people to your donation page but once you have got them there, there are a ton of potential blockers that can either distract, prevent, or turn off potential supporters from filling out your donation forms.
1. Single page donation forms
All information fields are placed on a single page.
- there’s only one submit button to press
- a single URL gives access to all form fields
- it doesn’t force a fixed order of completion
- you benefit from context of neighbouring sections
- progress is self-evident
- long forms can be overwhelming and off-putting
- it’s less well suited to branching or non-linear flow
- how do you save partial progress?
- can be harder to track analytics like drop-off rates
- making validation errors usable is harder
2. Multi step form
The information fields are broken down into smaller steps as donors are directed through a series of pages.
- it’s easier to handle branching and dependencies between questions
- it’s easier to let the user save progress
- a transaction can feel more manageable
- easier to guide a user through an unfamiliar process
- easier to capture analytics like drop-off rates for each section
- harder to show progress
- uers have to click more to progress through the questions
- you lose the context of neighbouring questions
- you need to build a seperate page to review and edit questions
- doesn’t naturally handle non-linear processes like looping, adding and removing
3. Accordion donation form
All information fields are placed on a single page, but each new question only appears once the previous section has been completed.
- can handle branching and dependencies between sections
- users can review and edit previous questions at any time
- can help guide a user through an unfamiliar process
- user still benefits from some surrounding context
- progress is clear
- Implementation and interface is more complex
Done well, option 3 is a hybrid of the other two that has benefits of both the other options. Within this hybrid option there are still some important design decisions to make. For example:
- Will future questions be shown in any way or will you only see the questions you’ve answered?
- What happens if you go back and edit a previous question?
- Does the current question stay open or closed?
- How do you get back to the current question once you’ve edited a previous one?
- Do you lose all your answers to questions that follow the one you go back to edit?
For more complicated transactions, some combination of the other options might be your best bet.
Again, done well this can give you the benefits of both the single page and wizard approaches. It also allows you to create a sense of rhythm to the overall flow, which can help people to understand when they have moved into a different part of the transaction, and break up the monotony of filling in forms.
As always, these design decisions must have a strong, user-centred rationale behind them. Choose a structure for your donation forms that most naturally fits the way people need to use them.