Introducing the ActBlue Express Pass. Built for a mobile-first world.
We’re always trying to improve our contribution forms — that means eliminating inefficiencies and making them more user friendly on every device. And nothing has seemed more inefficient to us than typing in 16-digit credit card numbers with your thumbs on a mobile device.
That’s why we’re introducing ActBlue Express Pass, built with our 1.5 million Express user pool in mind. It lets Express users with a mobile phone number bypass the form by simply clicking a link in a text message to give. Express users are donors who have saved their payment information with ActBlue and can give in a single click.
Here’s how it works: If an Express user starts filling out a contribution form on a device that doesn’t have their information stored and they have a mobile number associated with their account, we’ll offer them an Express Pass. Users fill in an average of 111 characters on a form, but with Express Pass they only have to enter their email address.
Why this feature? Why now? Mobile is the way of the future for online fundraising. Over the last two years, the percentage of ActBlue donations made via a mobile device has jumped from 9.1% to 29.1%. That can spike to around 67.7% on nights and weekends when people are away from their computers.
We already knew that when we roll out features that improve on-the-go donations, we see astronomical gains. When we launched our mobile-responsive contribution forms back in September 2013, we saw mobile numbers jump from 9.6% to 20.5% over one month. Still, no matter how mobile-optimized your form is, it’s a pain to type in information on a mobile phone, so we decided to take that step out of the equation for Express users. It’s the next step toward our goal of making mobile donating as easy as desktop giving.
Donors are already coming to campaigns and organizations via mobile, but if it’s not an easy process, some will abandon that donation. We’re meeting users where they are, and tailoring the donation process to their devices. We’ve crunched the numbers and Express Pass was associated with a 4.7% increase in conversions for mobile Express users, a statistically significant result.
The benefits are two-fold: Users can donate quickly and easily with Express Pass, and the next time they donate on a mobile phone, they’ll already have their information stored right there, so they can give with just a single click. That’s going to a major investment as we get closer to the critical 2016 election.
But the best thing about ActBlue Express Pass? It feels intuitive, and it fades into the background in the best possible way. It just works like it should, while bringing in more conversions for every campaign and committee.
User Experience & Implementation
The gif above gives you an idea of how the Express Pass steps work, but we’ll break them down for you below.
The user selects a donation amount, types in their email address, and moves on to fill out the rest of the form. But before they can do that, we check and see if they’re an Express user, and if they have a mobile number associated with their account (half of all Express users do). If both of those things are true, we show them a popup that reminds them they’re an Express user and offers to send them a text message where they can finish their contribution.
Next, they click yes, because easy = awesome. Donors receive the text message, click the link, and their contribution goes straight through. If your campaign has chosen a post-contribution action like a pop-up recurring box or customized redirect, Express Pass users will enter that flow like any other user once their contribution processes. Otherwise, donors will see the thank you page like usual.
ActBlue Express Pass will significantly improve donors’ experience when giving on-the-go, and it makes it even easier for campaigns and organizations to collect donations at in-person events.
Express Pass is automatically turned on when Express Lane is enabled for a campaign or organization. Applicable donors will see Express Pass on single entity and tandem forms, but not on event and merchandise forms. Those require extra info and will still get the regular mobile treatment for the time being.
With ActBlue Express Pass, we’re not just looking to scale forms that were originally built for the desktop into mobile devices. We’re coming up with a whole new way to give. That’s what the future of fundraising tech will be about — solutions that work for every device, wherever your donors are.