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

2. WWF & Torchbox A Quick Introduction

5. WWF & Torchbox Setting the scene

12. WWF & Torchbox The Design Process

23. WWF & Torchbox Implementation, iteration and results

27. WWF & Torchbox A crash course in website optimisation

28. Why testing matters

29. A B

31. A B

32. A B

33. A B Answer at the end

34. Two more examples… People love free stuff, right?

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

36. The control Free stickers (as a way to help) Further control Free stickers (just because)

37. 9% reduction in sign-up rate 12% reduction in sign-up rate no change The control

38. One more example… It’s only words…

39. Which button is best? Donate now (the control) Donate today Donate Adopt Adopt now Adopt today Join Join WWF Join now Join today Join, Adopt or Donate Adopt, Donate or Join Donate, Join or Adopt

40. Which button is best? Donate now (the control) Donate today Donate Adopt Adopt now Adopt today Join Join WWF Join now Join today Join, Adopt or Donate Adopt, Donate or Join Donate, Join or Adopt Results range from 145% increase in clicks to 36% decrease in clicks

41. Which button is best? Donate now (the control) Donate today Donate Adopt 4th Adopt now Adopt today 3rd Join Join WWF Join now Join today Join, Adopt or Donate 1st Adopt, Donate or Join 2nd Donate, Join or Adopt

42. Which button is best? Clicks on this button

43. Some testing top tips

44. Ad-hoc E.g. Which banner design gets the most clicks? Strategic E.g. Does showing images of the threats that we describe in copy affect conversion?

48. Free A bit techy Some limitations Paid solution Worth it if your learnings cover your costs Tracks conversion value or search “Multivariate testing software” or visit whichmvt.com

49. Don’t copy us.

50. 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.www.whichtestwon.com A book Always be Testing --> Some blogs http://www.conversion-rate-experts.com/blog/ http://grokdotcom.com/ http://online-behavior.com/ http://conversionroom.blogspot.com/ + Search and Explore There are loads of resources online

51. A B So, what was the difference?

52. 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

53. WWF & Torchbox Updated…

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