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In this article, we’ll cover the following:
If you’ve correctly aligned your customer personas with a charity (see Step 1 and Step 2 of our Ecommerce Cause Marketing Master Class), you’ve set the stage for a significant increase in conversion rates by partnering with a charity that resonates with your audience.
However, effectively communicating this partnership throughout the entire shopping experience is key to maximizing conversions.
When your business supports a charity that aligns with your customers' values, they are more likely to:
First impressions matter! Your charity partnership should be visible as soon as a visitor lands on your site.
Take, for example, a typical ecommerce navigation bar.
Many brands list categories like “New Arrivals,” “Outerwear,” or “Shoes,” but neglect to highlight their charitable partnerships upfront.
Imagine a brand with millions of monthly visitors and significant online revenue that is missing the chance to showcase its charity alignment right from the homepage.
A simple clickable element like “We support [Charity Name/Logo]” on your main navigation can instantly capture attention, engage visitors, and inspire them to explore how your brand contributes to meaningful charities.
Pro Tip: Add an option for users to hover over the charity logo to see more information about the charity, such as a brief mission statement.
However, avoid making the logo directly clickable to the charity’s site. You don’t want to risk visitors navigating away before making a purchase.
To truly optimize conversions, it’s essential to keep your charity partnership front and center throughout the shopping journey.
Keep a consistent banner or message that highlights your charity relationship as shoppers browse. Display the charity logo prominently in the header or navigation bar to remind customers of your commitment to the charity.
For best results, align the charities you highlight with the specific customer segments you’re targeting. For example, if your store sells both men’s and women’s running shoes, dynamically adjust the featured charity to better resonate with each audience.
Women’s shoes could highlight a charity like Free to Run, which focuses on empowering girls and young women through sports. Conversely, men’s products might be paired with a charity like Band of Runners, which aligns with male athletes.
By thoughtfully pairing charities with customer personas, you enhance engagement and boost conversion rates... all while supporting the charities you care about.
The Shopify checkout process is the final, crucial step where you can reinforce your commitment to your chosen charity. Considering the average cart abandonment rate is nearly 70%, ensuring your charity message is visible throughout checkout can help reduce drop-offs.
Keep the charity logo and message visible throughout the checkout process to maintain the emotional connection that drove customers to this point. Emphasize that their purchase supports the charity, encouraging them to complete the transaction.
Make it easy for customers to donate to your chosen charity at checkout on Shopify. Clearly display options for them to add a donation amount, and ensure the messaging aligns with the charity they care about.
Partnering with a charity may elevate your brand’s image, but it can also positively impact key metrics such as conversion rates, average order value (AOV), and customer lifetime value (LTV).
When your business actively contributes to the charities you feature, whether through matching donation or round-ups or allocating a percentage of sales, it signals a deeper commitment to the charity. This, in turn, strengthens customer loyalty and boosts engagement. Make sure you keep an active line of communication with your main points of contact at the charities.
Experiment with various donation methods to find what works best for your audience. Strategies like matching donations or donating a portion of each sale often lead to increased conversion rates that outweigh the costs. A few ideas are below:
By implementing these best practices (highlighting your charity partnerships early, reinforcing them throughout the shopping experience, and keeping the message consistent through checkout), you’ll not only improve conversion rates but also drive more support for your partnered charities.
It’s a win-win scenario that benefits both your business and the charities you support!
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