(I've brought this up before but always inside other threads. So I'm giving it its own thread.)
Is anyone else dreading the day that the old actions module goes away and 2.0 leaves beta and becomes default? Here's why I ask:
Every study in the world that I've read on online advocacy metrics (NTEN, PX, etc) says that number of clicks required for an action drives down action rates. More clicks = less action, right?
I understand that Actions 2.0 gives you this multi-content targeting capability, which is terrific. Thank or spank is much easier, etc. I've seen the features and they're great. More targeted messages, getting to see your legislator, etc.
What is NOT great is that as far as I can tell, there's no way to ever have a one click action again for people using it. Everyone has to enter a zip code and click a button before they can see the rest of the page, meaning that they essentially have to hit 2 "submit" buttons, which will drastically lower response rates on any campaign we set up. Messages will be better targeted, but we'll have fewer recruits, and fewer messages sent.
The idea of targeted multi-content actions is a great idea, but I'm not crazy about the implementation. Seems like the thought of potential negative side effects hasn't been clearly explored.
It would be nice at the very least to have an option in the future to use a single-click page if we're one day going to lose the old actions module. Or a script so that when people tab out of the zip code box, their legislator(s) appear, reducing the need for that first click.
Is anyone else thinking about this? Surely we're not the only ones still using the old actions module faithfully for this reason. Anyone else share this concern?
Tagged:
actions,
actions 2.0,
Advocacy,
beta,
Website Features