Case Study: WWF Switzerland achieves 360% increase in homepage-to-donation traffic with Optimizely

How WWF Switzerland increased traffic from the homepage to their donation pages by 360%

WWF Switzerland, the country's largest environmental charity, faced a conversion problem: visitors to its homepage rarely found or understood the benefits of donating, so the call to support the organization was buried and underperforming. With donations funding most of its conservation work, the site needed clearer navigation to guide users to key actions like donating, downloading the app, or using the Footprint Calculator.

Partnering with Goldbach Interactive and using Optimizely A/B testing and custom analytics, WWF simplified the homepage, de-emphasized the news ticker, highlighted the mission, and placed a prominent “What you can do” donation call-to-action. Over a 28-day experiment this redesigned homepage drove 360% more visitors to target pages (donation, app, calculator), reduced bounce rate, and produced a statistically significant lift in donations-related traffic.

WWF

Yves Weibel

Web Channel Manager, WWF Switzerland