Eliminating Friction with an Intuitive Checkout Experience
While in some cases their donors may receive a free gift, delivering a frictionless, intuitive donation experience was a crucial goal of the new site. Originally, the complex form was all on one page, meaning that any number of mistakes or issues could cause the entire transaction to fail. Here are a few examples:
- A required field was incomplete
- Donation amount did not meet the minimum requirement for a free gift
- Address fields (for billing or shipping) were invalid
- An invalid date was selected for future billing of a monthly donation
- Payment information was invalid or declined
Any of these simple mistakes and reasonable errors could easily cause abandonment of the transaction, even for a standard eCommerce consumer. However, donations are an even more delicate experience because while typical online shoppers are willing to push through a few hurdles to get the item they want to buy, there is less incentive when it’s a generous donation.
GoldenComm designed and implemented a multi-step form to make the checkout process an intuitive experience more similar to traditional eCommerce checkouts. By delivering a flow that was familiar and natural, we significantly reduced the friction users experienced while donating.