Case Study: RSPB achieves 43% increase in page visits and 23% membership conversion uplift with Optimizely

RSPB sees 43% increase in overall page visits

The RSPB, the UK’s largest nature conservation charity, set out to broaden its remit from bird protection to championing wildlife more generally and to deepen engagement with its one‑million‑plus supporters while attracting a younger generation of donors. Its existing site needed a faster, more flexible digital ecosystem—starting with a rebuild of the “Give Nature a Home” section, the membership area and homepage—and a much simpler membership signup journey to cope with higher traffic from offline campaigns.

Working with Zone, RSPB migrated to Optimizely CMS and launched a fully responsive, personalized site using drag‑and‑drop content editing, Search & Navigation (with Google API), social aggregation (Stackla) and Authorize.Net for payments; the membership path was simplified to a universal four‑step process. The relaunch delivered strong business results: membership conversions rose by more than 23%, overall page visits increased by about 43% (the “Give Nature a Home” section saw ~42% more views) and visits from 25–34 year‑olds grew 11%.

RSPB