Conversion rates by refcode

Our developers have been on a 2015 quest to give users greater access to data and visualizations to help you optimize your fundraising program.

We just rolled out a new feature on page dashboards: conversion rates per reference code (refcodes, for short). The two new columns on the refcode table display the number of people who landed on your form and the percentage of those that actually made a contribution.

Previously, you had to use your email mailer to check how many folks clicked each link to your contribution form and then look on your dashboard to see the number of contributions that were made. This will save you a step.

Just go to any form statistics page and you’ll see it (sample image from our testing):

FYI, we added new tracking functionality to make this work, so there isn’t historic data — only data from yesterday on will show up.

However, this will come in handy when sending emails, particularly if you are testing different versions of an email that are all linking to the same contribution form.

And, in addition to comparing conversion rates among different refcodes on the form, it should be useful to see how conversion rates differ from form to form. Know your organization-wide conversion rate, and pay attention if any form slips below that. Low conversion rates might ensue if there is a disconnect between the email content and what’s included on the form or if there is too much or too little text on the form.

It’s another tool in your toolbox that should help save you time and make better decisions. Speaking of new useful things, don’t miss the Recurring Retention charts that we just rolled out.

Questions? Just drop them in the comments or shoot us an email at info AT actblue DOT com.

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