Walking the E-walk
For the Transaction Experience, Schreiber stresses that this is not the time to educate further. This stage “should be secure and fast and if within the transaction you try to sell too much or educate too much, you’re going to lose them.”
In developing your site in a way that enhances these experiences and finding out which experiences need to be strengthened, Schreiber recommends creating test environments that pit two different versions of each experience against each other.
All in all, these three experiences should support the goal of your Web site, which should be to turn interactions and donations into meaningful relationships that enable you and your supporters to stay connected.