While your landing page buttons may not have an exact science, they should at least have some logic behind their position, color and design. We’re here to help with some of the latest in UX (user-design) best practices to increase your chances of turning a visitor into a donor.
Whether you’re looking at your website or landing page, do the following exercise:
If it was your first time on the site, can you answer the following questions:
- What does the organization do?
- What is the organization’s name?
- What does the organization want me to do?
If you can answer those questions, snaps (good job!), but if you can’t answer all three of those questions then make some changes.
The call-to-action (CTA) button should be central and prominently located. When you land on the page, it should be one of the first places to which your eye goes.
Rectangle is better than square and rounded edges are better than sharp.
Use Suggested Donation Amounts on the buttons.
If you’re not into that, here are 8 of our favorite donation buttons:
- Make a Difference
- Join the Fun
- Submit Donation
- Make an Impact
- Donate Now
- Join [hundreds/thousands/millions] of Others
Use colors with a high contrast relative to the surrounding elements and the background. Blue or green tend to be positively-correlated colors. We absolutely recommend adding shading to your button so it looks like a button – avoid using a flat button design that doesn’t pop-out.
While these may be the best practices, it’s still important for you to test your button. Consider hosting a small focus group before launching and/or move the button around or change the color every two months and see what happens. This is some good A/B testing.