Case Study: UNICEF achieves rapid CRO and increased fundraising conversions with Freshmarketer

How Unicef complemented its humanitarian effort with CRO

UNICEF New Zealand, the local arm of the United Nations Children’s Fund based in Wellington, needed a conversion-rate optimization (CRO) partner to maximize donations across many fundraising landing pages and to run rapid experiments and site redirects during emergencies. After evaluating vendors and running POCs, they selected Freshmarketer to support ongoing testing and optimization.

Freshmarketer provided an integrated CRO toolkit—Funnels, A/B testing, Split URL, Session Replay and Heatmaps—that UNICEF used to identify drop-off points, run copy and layout tests, and even redirect 100% of site traffic to urgent appeal pages. Using Freshmarketer, the team gained faster, measurable insights (percentage conversions and drop-offs), reduced drop-off rates, increased conversions across campaigns, and the ability to rapidly scale winning variants and reroute traffic during crises.

UNICEF

Phillip Casey

Digital Marketing Specialist