An award winning donor experienceHow we doubled our fundraising conversion rate.Plus a crash course in WWF website optimisation.

WWF & Torchbox

A Quick Introduction

WWF & Torchbox

Setting the scene

WWF & Torchbox

The Design Process

WWF & Torchbox

Implementation, iteration and results

WWF & Torchbox

A crash course in website optimisation

Why testing matters

A                          B

A                          B

A    B

A    B

A    B

Answer at the end

Two more examples…

People love free stuff, right?

Does offering a free tiger sticker pack increase petition sign-up rates?

The control

Free stickers(as a way to help)

Further control

Free stickers(just because)

9% reduction in sign-up rate

12% reduction in sign-up rate

no change

The control

One more example…

It’s only words…

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

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

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

Which button is best?

Clicks on this button

Some testing top tips

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?  

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

Don’t copy us.

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

A    B

So, what was the difference?

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

WWF & Torchbox

Updated…

An award winning donor experienceHow we doubled our fundraising conversion rate.Plus a crash course in WWF website optimisation.