MARINE SPATIAL PLANNING - WWF - WWF conserves our planet, habitats
An award winning donor experience How we doubled our fundraising conversion rate. Plus a crash...
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![Page 1: An award winning donor experience How we doubled our fundraising conversion rate. Plus a crash course in WWF website optimisation.](https://reader038.fdocuments.in/reader038/viewer/2022110403/56649e685503460f94b64ef0/html5/thumbnails/1.jpg)
An award winning donor experienceHow we doubled our fundraising conversion rate.Plus a crash course in WWF website optimisation.
![Page 2: An award winning donor experience How we doubled our fundraising conversion rate. Plus a crash course in WWF website optimisation.](https://reader038.fdocuments.in/reader038/viewer/2022110403/56649e685503460f94b64ef0/html5/thumbnails/2.jpg)
WWF & Torchbox
A Quick Introduction
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![Page 4: An award winning donor experience How we doubled our fundraising conversion rate. Plus a crash course in WWF website optimisation.](https://reader038.fdocuments.in/reader038/viewer/2022110403/56649e685503460f94b64ef0/html5/thumbnails/4.jpg)
![Page 5: An award winning donor experience How we doubled our fundraising conversion rate. Plus a crash course in WWF website optimisation.](https://reader038.fdocuments.in/reader038/viewer/2022110403/56649e685503460f94b64ef0/html5/thumbnails/5.jpg)
WWF & Torchbox
Setting the scene
![Page 6: An award winning donor experience How we doubled our fundraising conversion rate. Plus a crash course in WWF website optimisation.](https://reader038.fdocuments.in/reader038/viewer/2022110403/56649e685503460f94b64ef0/html5/thumbnails/6.jpg)
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![Page 12: An award winning donor experience How we doubled our fundraising conversion rate. Plus a crash course in WWF website optimisation.](https://reader038.fdocuments.in/reader038/viewer/2022110403/56649e685503460f94b64ef0/html5/thumbnails/12.jpg)
WWF & Torchbox
The Design Process
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WWF & Torchbox
Implementation, iteration and results
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WWF & Torchbox
A crash course in website optimisation
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Why testing matters
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A B
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A B
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A B
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A B
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A B
Answer at the end
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Two more examples…
People love free stuff, right?
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Does offering a free tiger sticker pack increase petition sign-up rates?
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The control
Free stickers(as a way to help)
Further control
Free stickers(just because)
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9% reduction in sign-up rate
12% reduction in sign-up rate
no change
The control
![Page 38: An award winning donor experience How we doubled our fundraising conversion rate. Plus a crash course in WWF website optimisation.](https://reader038.fdocuments.in/reader038/viewer/2022110403/56649e685503460f94b64ef0/html5/thumbnails/38.jpg)
One more example…
It’s only words…
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Which button is best?Donate now (the control)Donate todayDonateAdopt Adopt nowAdopt today JoinJoin WWFJoin nowJoin todayJoin, Adopt or Donate Adopt, Donate or Join Donate, Join or Adopt
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Which button is best?Donate now (the control)Donate todayDonateAdopt Adopt nowAdopt today JoinJoin WWFJoin nowJoin todayJoin, Adopt or Donate Adopt, Donate or Join Donate, Join or Adopt
Results range from 145% increase in clicksto36% decrease in clicks
![Page 41: An award winning donor experience How we doubled our fundraising conversion rate. Plus a crash course in WWF website optimisation.](https://reader038.fdocuments.in/reader038/viewer/2022110403/56649e685503460f94b64ef0/html5/thumbnails/41.jpg)
Which button is best?Donate now (the control)Donate todayDonateAdopt 4thAdopt nowAdopt today 3rdJoinJoin WWFJoin nowJoin todayJoin, Adopt or Donate 1stAdopt, Donate or Join 2ndDonate, Join or Adopt
![Page 42: An award winning donor experience How we doubled our fundraising conversion rate. Plus a crash course in WWF website optimisation.](https://reader038.fdocuments.in/reader038/viewer/2022110403/56649e685503460f94b64ef0/html5/thumbnails/42.jpg)
Which button is best?
Clicks on this button
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Some testing top tips
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Ad-hocE.g. Which banner design gets the most clicks?
Strategic
E.g. Does showing images of the threats that we describe in copy affect conversion?
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![Page 47: An award winning donor experience How we doubled our fundraising conversion rate. Plus a crash course in WWF website optimisation.](https://reader038.fdocuments.in/reader038/viewer/2022110403/56649e685503460f94b64ef0/html5/thumbnails/47.jpg)
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FreeA bit techy Some limitations
Paid solutionWorth it if your learnings cover your costsTracks conversion value
or search “Multivariate testing software”
or visit whichmvt.com
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Don’t copy us.
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Some further reading
How good is your gut? Sign up for the www.whichtestwon.com newsletter - each week you can guess the results of a completed A/B test.
A book Always be Testing -->
Some blogshttp://www.conversion-rate-experts.com/blog/http://grokdotcom.com/http://online-behavior.com/ http://conversionroom.blogspot.com/
+ Search and ExploreThere are loads of resources online
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A B
So, what was the difference?
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A B
And the answer is…
B was the winner
The difference was:
£3.40 increase to our average one-off gift
£68,000 increase to our annual income
This minor tweak to our website could restore
1,360 hectares of grassland where tigers live and hunt their prey
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WWF & Torchbox
Updated…
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An award winning donor experienceHow we doubled our fundraising conversion rate.Plus a crash course in WWF website optimisation.