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Creating additional eDirectDebit web pages

Over the past few months, Rapidata has been asked to create additional direct debit web pages for specific standalone campaigns, reactivation asks, and for separating membership, lottery or donations payments. These unique web pages provide the added benefit of having separate messaging and reporting that is trackable and measurable.

In this week’s blog, I want to share with you what we have been developing for some of our eDirectDebit clients so you can assess for yourself how an additional payment page, or changing your current page, may increase your online direct debits and income.

Campaign Specific Pages

If you’re running a special campaign or a standalone appeal that has its own brand and images – will directing your payers to a campaign specific eDirectDebit web page increase conversion rates?

We think so! A seamless, consistent and relevant website journey through your website or email to your direct debit page can make a big difference in holding a donors attention, strengthening their connection with the cause and their confidence to donate online. We’ve seen a marked difference, especially when integrated media is used to drive a campaign – for instance, when Direct Mail or DRTV promotes a specific appeal and directs donors to a dedicated micro site.

What would happen if a dog lover was keen to respond to your appeal with a gift to sponsor a dog, but was directed to a generic eDirectDebit page that contained images and information about cats and ponies? Could this put off the dog lover (who incidentally hates cats) who had made a strong empathetic connection with the dog specific area of your cause? If your appeal asked them to support a dog, but the messaging on the page is focused on a whole menagerie that the donor isn’t really interested in (especially cats!) just when you ask them to over their money then you risk losing the donor.

Below are some examples of sites that the British Museum Friends use for various membership offers:

A page that mirrors and resonates with the appeal mail pack or advert the donor has responded to maintains and enhances their experience without diluting the core message. Catching a donor with your marketing materials is only the first step, providing a consistent experience right through to payment encourages greater sign-up and potentially a higher value gift.

It makes sense doesn’t it? And it’s easy. If you think having yet another web page is just something else to worry about, don’t worry! We take on all the hassle for you from setup to testing.  All you have to do is send us your copy and, which generally can be simplified from the appeal materials, and we will do the rest. It’s quick, easy and a cost effective solution for potentially increasing conversion rates.
Why don’t you try a test?

Are you using our 5 step eDirectDebit site?

If the answer is yes, you have been benefiting from our first style sheet for online direct debits and are safe in the knowledge that the site has been built to ‘AAA’ Web Accessibility standards.

But did you know we also have a single page eDirectDebit template?

Rapidata eDirectDebit – Your Guided Tour from Rapidata Services on Vimeo.

If you would prefer a single page or would like to set up an additional payment web page for a specific campaign, appeal or service, just let us know by calling the team on 01293 524066 or email support@rapidata.co.uk.

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Posted by Scott Gray on 14/07/2010 within Direct Debit, Fundraising
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