Case Study: WWF Switzerland

Your homepage is likely the most visible and most visited part of your website. As a result, it’s a great place to start looking for experimentation opportunities.

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WWF Switzerland, the largest environmental and conservation project in Switzerland, used Optimizely to help them improve their homepage and increase donations to the organization. They had three primary objectives for visitors: to get conversions via donations, to encourage downloads of their award-winning app, and to get them to take the carbon footprint quiz that helped visitors determine the environmental impact of their lifestyle.

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The new homepage took big risks, making massive changes that streamlined the material and focused on making it more appealing and user-friendly. WWF put the three calls to action above the fold so they had a primary focus from users. They also added a bright orange button for donations at the very top of the page and cut the news ticker that pulled posts from their social media feeds.

The results were dramatic. In the 28 days of the experiment, WWF Switzerland drew 360% more visitors to their target pages (yes, you read that right). Delighted with their results, they’ve moved on to revamping their entire web presence, refocusing the rest of the website on improving user experience in the same way.

Through experimentation, WWF learned that picking the right place to experiment and focusing on the most important material can have a dramatic impact on user behavior. Sometimes, less really is more, and refocusing on what you most want from your visitors can have a big impact. Making your website or app a better experience for your visitors will usually result in higher conversions that will ultimately make the impact on the bottom line you’re looking for.