Three clicks from inbox/facebook to donation? No emotional disconnect?
Yes, it’s possible. And it doesn’t have to be fancy. I found a perfect example today. Take a quick look at Compassion’s fantastic little series of relational, emotionally coherent, relatively low-friction steps.
1. I saw an intriguing link appear on my newsfeed.
I wanted to know who Emilda was. I was intrigued. Win #1. Curiosity and value-matched with me, their target market. I clicked. The lack of information made it more intriguing.
2. Landing page is tight, about Emilda (value focused) and very low friction.
Only eight sentences before the call to action, and these well split up between compelling imagery. The relational tone of the article further drives intimacy.
Let’s raise the money to send Emilda to Greece.
3. Donation page coherence!
I am very pleasantly surprised to see, not a generic Everest of friction to send my money off into the giant fundraising void with the vague hope it might benefit Emilda. No, instead I had a page that looked like it was specially made for Emilda.
So, I’ve gone from Facebook (though, this could easily have been an email campaign), to landing page, to donation page, with complete emotional coherency.
Take a quick look at your process and see if there’s anyways you can reduce clicks, copy and increase emotional coherence.
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