• Oneicity is faithful and gutsy! The Oneicity team has served the Mission for several years, and they deliver great service and cutting edge strategy without fail. I count on them as faithful friends of the Mission.   — Jeff Gilman, Executive Director
    Redwood Gospel Mission
  • Oneicity gives us guidance in our fundraising and marketing. We enjoy their ability to respond nimbly to our needs and provide the necessary guidance for our growth. We always benefit from thinking with their team on new ways to grow. — Dr. Max Lange, Founder and President
    Childcare Worldwide
  • "We love the way Oneicity helps us communicate with our donors. They clearly share our passion for our cause. We couldn’t be more pleased with their work."
    — Alan Cerro, Board President
    Shepherd’s Gate

Conversion Rate Improvement!

One change can make the difference.

The Situation:

Our client had a mature, robust website generating solid results. The online giving page had a good conversion rate, but Oneicity was asked to improve the page’s performance.

A Conversion Rate is the percentage of people who landed on the online giving page, compared to the number of people who completed giving an online gift. This is a critical, but often overlooked, metric for online giving growth.

The Strategy:

As part of a 2012 Fall Campaign, Oneicity built a microsite with a unique URL designed around the Fall Campaign name and theme. The microsite offered strong, clear messaging for our client’s cause, provided stories of success and drove visitors to a streamlined donation form.

Google analytics were fully integrated in the microsite for tracking and analysis.

All of the 4th Quarter promotions — direct mail, media, brochures, signage and press releases directed people to the microsite.

The Results:

Visitors to the microsite used the well-designed navigation to get campaign information and make gifts. Donors shared an infographic embedded in the site to start conversations on social media.

The microsite had a phenomenally low bounce rate, meaning that donors found what they were looking for on the site.

Most importantly, the conversion rate on the microsite was nearly twice the primary website’s conversion rate. Specifically, a 94% increase! A higher conversion rate results in more website visitors giving gifts.

Online giving soared — a strong 35% increase over the previous year.

The Implications:

Online giving form and site design play a critical part in growing online giving. Organizations of all sizes can benefit from strategic web design that is focused on delivering online gifts. Oneicity does start to finish web work — concept to launch plus post-launch monitoring and A/B testing. Oneicity also works with our clients’ web design firms to build strategies to grow online giving.

If you’d like to talk about how you could improve your online giving, click here.