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Transcript of An award winning donor experience How we doubled our fundraising conversion rate. Plus a crash...
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.