Anatomy of a High-Converting Advocacy Campaign Page

A digital advocacy campaign is only as effective as the advocates who take action on it.  Text message keywords and targeted social media ads are great tools for announcing the start of a campaign and drawing people who care about the issue to your campaign website, but once they come, you need to ensure they follow through with meaningful action.

Ideally, everyone who arrives at your campaign site follows through with the call-to-action—whether it’s emailing their legislator or signing a petition. Unfortunately, many would-be advocates drop off after landing on the campaign page and don’t complete the action.

In website lingo, we say that they’ve failed to convert. While there are a lot of reasons why an advocate might not convert, it’s usually not because they’ve changed their mind or don’t care about the advocacy issue anymore. The barrier to converting is often caused by a sub-par user experience (UX) on the campaign site.

Through extensive UX research, we’ve identified the key factors that contribute to an effective user experience for advocates. The most successful, high-converting advocacy campaign pages build trust, minimize friction, and encourage action.

Build Trust

Match page design to your brand

In order to contact their elected officials, advocates need to provide personal information. If the campaign page doesn’t look credible, some advocates will second guess whether they want to take action. Campaign pages that look nothing like the rest of the organization’s website, or are sloppily designed, can raise a red flag. Aero, Phone2Action’s newest campaign template, allows you to add your organization’s logo, stylize elements on the page to fit your brand, or even embed the action form on your own site—all without writing a single line of code.

Design for both desktop and mobile users

A high-converting advocacy campaign page is extremely straightforward—the content is easy to digest at first glance. A crucial detail that is often overlooked when designing campaigns is tailoring them to both mobile and desktop users.

More than 60% of advocates come to a campaign via mobile devices, so finger-friendly input fields, hard-to-miss buttons, and a design that effectively uses the limited screen real estate on mobile devices will ensure that advocates can take action wherever they are. With Aero, we’ve taken responsive, mobile-first design to the next level by building in device-specific configuration options, allowing you to tailor different experiences for mobile and desktop users.

Desktop and mobile-optimized campaign pages made using Aero

Minimize Friction

Make sure your page loads quickly

If your campaign page is slow to load, you’re going to lose potential advocates. Research shows that even a one second delay in page load time can result in a 7% decrease in conversions. Speeding up your campaign can be as simple as compressing images and removing redundant scripts, but for real optimization you need a platform that’s built with performance in mind. We built Aero using web performance best practices, including asset bundling, script compression, and asynchronous rendering, to ensure that advocates have a fast experience even on a degraded cellular connection.  

Auto-complete addresses

Another way to speed up the process for your advocates is by inputting as much information for them as possible. Aero includes address autocomplete, so by just entering the first few characters, advocates can auto-populate their full address. By eliminating the requirement of separately filling out street, city, state and postal code, completing the action is significantly faster for advocates, leading to higher conversions. As a bonus, you end up with better quality data, with no address typos.

Keep forms short

Less is more on a campaign page. Minimizing content and making the call-to-action as simple as possible are two ways you can convert more advocates to take action. Using a simple text code or accurately synthesizing a policy issue into easy-to-understand language also helps when creating high-converting campaigns.

Finally, ask yourself, “Do I really need the advocate to enter this piece of information, or can I get it somewhere else?”

For instance, we removed the city and state fields from our campaign templates, instead using our geolocation system to determine that information from the user’s inputted postal code. Removing two fields doesn’t sound like much, but it represents a 25% reduction in the number of fields a user has to complete: a much more approachable request for your busy advocates.

Encourage Action

Provide clear transitions and positive reinforcement

Once you’ve built trust and minimized friction, you’ve broken down the two biggest barriers to advocacy campaign conversions. Now, you just need to get your advocates to complete as many actions as possible. If your campaign asks advocates to take multiple actions, having some sort of graphic validation that the email went through or the tweet was published–as well as a reminder that there’s still more to do–will encourage the advocate to move on and complete the next action.

Aero has an animated graphic confirmation after each action is taken.

Keep it Simple

When it comes to advocacy campaign pages, less is more. Minimize the content on the page by creating succinct descriptions of the policy issue at stake. Too much text in the campaign description box will cause some to zone out or give up. Pro tip: don’t display a long campaign description on mobile—it can cause the form to be hidden from sight without a lot of scrolling, leading to fewer conversions.

A sophisticated campaign template will optimize for conversions specific to both mobile and desktop displays. Campaigns made using Aero will automatically hide the campaign description on mobile devices so that the action form is immediately visible on the page. It also allows you to configure an abridged mobile campaign description that won’t monopolize the limited screen space on mobile devices.

Lastly, keep the call-to-action as simple and straightforward as possible. Having a muddled or unclear CTA can almost guarantee a low conversion rate.

Remember that great UX leads to more conversions

When you put a lot of effort and resources into drawing new advocates to your website, it’s frustrating to have a low campaign page conversion rate. Fortunately, with careful attention to your campaign messaging and overall user experience, you can maximize conversions and ultimately have a more successful advocacy campaign.

Need ideas for your next advocacy campaign? Download our whitepaper 20 Proven Grassroots Advocacy Campaigns to Make Your Own

Want to see how to create an advocacy campaign using Aero in real time? Request a demo.

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