Presidential donation flows (part 2 of 2) – Hillary Clinton

Four years ago I did an audit of the donation flows of the two presidential campaigns – here it is for reference: Obama vs. Romney: Donation Flow Comparison. As more and more people are going to be making such donations on their mobile phones, I’m going to capture the user flows on my phone – specifically, on the Safari app on an iPhone 6 (iOS 9.3.3)

Here are the observations for the Hillary Clinton flow:

  • When searching “Hillary Clinton” in Google, it takes approximately 4 scroll lengths to get to the relevant link in view to get to Hillary Clinton’s campaign site. See screen where the “Hillary Clinton 2016” link is in the user’s view.
  • Before the user has the ability to start the donation flow, the user is shown an interstitial page – Welcome Tim Kaine to the team! – this page will come with the usual caveats of interstitials. Emails collected will go up, and donations collected will go down.
  • On the Select an Amount page, the user is shown an incentive to complete the flow: “Make a donation today and get a free brand-new Clinton-Kaine sticker.
  • One key difference between the flow on the Clinton site vs. the Trump site is that Clinton’s flow is all on one page whereas Trump’s flow is split over several pages. Typically, the several step flow is less intimidating to the user because all the steps they need to complete are not in their face.
  • After entering all necessary information and touching the Donate prompt, the user is shown another Make this a monthly donation interstitial. After several seconds, the user is shown the Your donation is complete! screen.
  • On the confirmation page, the user is shown a prompt to have their email opted-in – this is the Next, join Team Hillary screen – in order to receive a bumper sticker. Given that the user was earlier told that a donation was enough to get a sticker, and now the user is also being asked to opt into the email list, this seems somewhat misleading.
  • In the confirmation email, the user is given an opportunity to share the link to the Clinton campaign via social media as well as shop from the Hillary Clinton online store.

Presidential donation flows (part 1 of 2) – Donald Trump

Four years ago I did an audit of the donation flows of the two presidential campaigns – here it is for reference: Obama vs. Romney: Donation Flow Comparison. As more and more people are going to be making such donations on their mobile phones, I’m going to capture the user flows on my phone – specifically, on the Safari app on an iPhone 6 (iOS 9.3.3)

First, we’ll start with Donald Trump, and then we’ll move on to Hillary Clinton. Observations:

  • When searching “Donald Trump” in Google, it takes approximately 5 scroll lengths to get to the relevant link in view to get to Donald Trump’s campaign site. See screen where the “Make America Great Again!” link is in the user’s view.
  • On the screen where the candidate is asking for a donation – this is the “I AM YOUR VOICE” screen:
    • The candidate lays out his pitch for why the user should make a donation to the campaign
    • The user is given an opportunity to make this donation a recurring donation
    • The user is given an opportunity to log in, although this treatment is not given prominence
  • The transition between the Choose donation amount step and the Enter your information step is broken. The user sees what looks to be a blank screen with no clear call to action. After selecting done the user can scroll to the top and enter the relevant payment information.
  • After completing the donation, the user is prompted to immediately double their donation. This is a bold ask to the user, but one that could be fruitful even if it has a low conversion rate.
  • The user receives two confirmation emails – one from the Trump campaign, and one from Stripe – which is the payment processor. This may be somewhat confusing to some users and the campaign may be better served muting the second email and not having Stripe send it out.