By Jeff Kline


The 4-Step Conversion Formula

Thursday, September 25, 2014

A Formula For Achieving Any Goal On Your Nonprofit Website

"When you find something that works, memorialize it."

These are words we live by here at Accrisoft. It’s how we stay efficient. Once we figure out what brings in results, we turn it into a formula that can be used over and over again.

The 4-Step Conversion Formula isn’t something we pulled out of thin air. We simply identified a strategy that had already been perfected by others. Then we memorialized it as a formula. And gave it a fancy name.  

And now we would like to share it with you.


What is the 4-Step Conversion Formula?

The first thing to understand is the conversion path. 

In marketing, a “conversion path” is a person’s journey from anonymous website visitor to member (or donor,  volunteer, summer camper, board member, etc.).

To help people down this path, you can use the 4-Step Conversion Formula:

Call-To-Action    Landing Page   Form   Thank You Page

Here’s a breakdown of how each step works:

Step 1) Call-To-Action

A website visitors spots your eye-catching, intriguing call-to-action, and is compelled to click.


Your call-to-action is more likely to be noticed if it is designed as a button—something that stands out from other text on your page.

The text of your call-to-action should include a verb—join, download, sign up, click, try, etc. It should be obvious that the call-to-action is clickable, so it doesn't need to say "click here."

The goal here is to get the visitor to click the call-to-action button and be sent to a landing page…which brings us to step 2.


Step 2) Landing Page

After clicking the call-to-action, the visitor is sent to your landing page, where he reads some very persuasive copy and decides he must take advantage of what you have to offer.

landing page

The landing page is where you provide the full details about your offer (preferably using bullets to make it scannable). Include benefits and be persuasive.

Best practice is to include the form directly on your landing page. The goal here is to get the visitor to fill out the form.

For a full list of landing page best practices, check out our Landing Page Checklist.


Step 3) Form

His mind made up, the visitor proceeds to fill out the form on your landing page. He submits the form and—ta da!—converts.

online form

When the visitor fills out the form, a conversion has taken place. Success!

To make your form more appealing and more likely to get filled out, use as few fields as possible. Make only the most crucial information required.


Step 4) Thank You Page

After the form submission, he receives the offer (or a description of next steps).

thank you page

The Thank You page is where you either provide the offer or explain next steps.

This is also the place where you thank your visitor for taking the time to complete your form. (It’s always nice to be nice.)

You should also set up this page in Google Analytics as a Goal. This just makes it easier to track the success of your campaigns. 


Using The 4-Step Conversion Formula

No matter what your marketing campaign goal is (whether it’s to recruit members, drive donations, or something else), you can implement the 4-Step Conversion Formula on your website.

But remember, this is just the formula—the bare bones. To actually accomplish your goal, you need to put some meat on those bones.

You have to put on your Thinking Cap and figure out a strategy:

  • What would be the most compelling call to action?
  • What persuasive argument should we make on our landing page?
  • How can we simplify our form, while still acquiring all of the crucial information?
  • What next steps should we share on the Thank You page?

Once you have the answers to these questions, you have the perfect 4-step formula for putting your strategy into action!


free website checklist


Image source: Leo Reynolds (CC BY-NC-SA 2.0)


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