Case Study: WWF boosts donation conversions and engagement with Merkle

WWF boosts desktop conversions by 87% with Merkle

The World Wildlife Fund (WWF) faced a challenge with its online donation process, where potential supporters were hesitating and abandoning their contributions due to a experience that lacked emotional clarity and had friction. Partnering with vendor Merkle and leveraging the AB Tasty experimentation platform, WWF sought to optimize its digital donation journey to boost conversions and increase average gift values.

Merkle implemented a series of A/B tests informed by behavioral science, which included reordering donation amounts from high-to-low to anchor users to higher values, raising the preset donation values, and adding contextual copy that highlighted the emotional impact of each gift. This solution drove an 87% increase in desktop conversion rates from the reordering test and a 31% uplift in desktop click-through rates from the emotional messaging. Merkle's work provided WWF with a scalable experimentation model to grow donor contributions.

World Wildlife Fund (wwf)