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Capturing Leads: Login vs. No Login for Completing Transaction

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    • CommentAuthordcjoan
    • CommentTimeJan 23rd 2007 edited
     
    Our website, www.globalgiving.com, is all about encouraging users to make donations to grassroots charity projects around the world.

    Making a donation is analogous to making a purchase on an e-tail site. In order to make a donation, we require a user to set up an account and login. We have gotten feedback that many people don't want to create an account/login. They wish to come in, do their transaction, and get out. Obviously, our original thinking in requiring login was to capture user data (email addresses), but I'm wondering if some may actually choose not to transact because of this requirement.

    Can anyone point me to data regarding effectiveness of login vs. no login on transaction sites (no login allowing the ability to complete a transaction as a "guest")? Many of the big sites seem to offer both options, letting the user decide, but others (amazon.com) require a login each time.

    Thanks!
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      CommentAuthormike
    • CommentTimeJan 23rd 2007
     
    Why don't you just test it?

    I personally know that many people love to leave private donations and if you require the username and password, then people might start to question if their donation is truly annonymous and private. So, I would recommend to make it optional as a test.

    So, in this case, I would not point to Amazon as an example but rather research some statistics on who donates money and what percentage of donations are anonymous. If it is a high percentage, then just allowing people to leave a donation might be the way to go and I would make the account optional and offer additional value such as a history of donations, pre-filled tax forms for deductions, etc.

    As you know, our philosophy is to test everything and it seems like you have some strong indicators that definitely make it worth testing.
    • CommentAuthorjoyously
    • CommentTimeJan 23rd 2007
     
    My thought is to make it "truth in advertising". If you label it "Leave a donation", that's all it should be.
    You can get their email address in an open way, by letting them sign up for your offerings with it labeled that way.
    Don't mix the two without telling them. It makes you look sneaky and who would want to donate to that?

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