Amnesty International USA Doubles Online Donations with Interwoven Optimost
Effectiveness of Website Optimization Nets Surprising Results
FORRESTER MARKETING FORUM 2008, LOS ANGELES, Calif., - April 8, 2008 - With its incredibly limited online budget, Amnesty International USA relies on five staff to manage its entire online presence. With so few resources, the organization decided it could not afford to rely on best guesses anymore when creating donations forms.
Amnesty International USA selected the Interwoven Multivariable Optimization solution, powered by Interwoven Optimost, to optimize amnestyusa.org to increase overall donations. The Interwoven Multivariable Optimization solution can create, test and optimize, virtually limitless permutations of Web copy, offers, and layouts that determine the customer buying experience and the journey from browsing to checkout.
In October, Amnesty International began running vigorous testing of their email marketing landing pages and conducted optimization experiments against their primary donation and search landing pages. The goal was to materially improve donation page completion rates (DPCR) from their email appeals. Results from these tests include:
More than doubling donation page completion rates vs. the prior year from 16% to 34%
Netting an additional $128,000 due to the higher conversion rates in just December 2007 alone
Increasing the return on investment for their search keyword program from 6:1 to over 10:1
The Amnesty International team discovered that very small changes could make a huge impact. For instance, simplifying a donation form by one or two fields improved conversion rates by 30-40 percent; changing the placement or color of "submit" or "donate" buttons resulted in as much as a 20 percent increase in conversions. The results of making the adjustments to the site indicated by their testing contributed greatly to Amnesty's hugely successful year-end fundraising campaign.
"Intuitively I knew that small changes could make a difference, but I was surprised at how substantial an improvement those simple adjustments actually made. Before using Interwoven, we had no way of gathering this data which really meant we were flying blind," said Steve Daigneault, managing director of Internet communications at Amnesty International USA. "Using Interwoven, we have been able to optimize key areas of our online presence without having to invest in a complete overhaul of our site. This has been a very exciting project for a non-profit, where we have a very small staff and an even smaller budget. It feels great to achieve such success with a relatively minimal investment."
"We are proud to be working closely with one of the world's leading human rights organizations to optimize their online fundraising efforts and make the most of their limited resources," said Seth Rosenblatt, vice president of product marketing at Interwoven. "As Amnesty discovered, multivariable testing can have a profound impact on transforming an organization's Web presence, maximizing the impact of its online investment, optimizing its resources, and converting browsers to donors."
About the Interwoven Multivariable Optimization Solution
The Interwoven Multivariable Optimization solution, delivered via a software-as-a-service model, helps companies with one of their biggest challenges: creating a compelling, engaging, and relevant online experience that delivers measurable business results. The solution optimizes virtually every online marketing element including landing pages, registration pages, shopping carts, credit card pages, banner ads, email creatives, and Web applications as well as every content type within them, including headlines, copy, forms, images, and rich media. By exposing different combinations of content to different visitors and then measuring visitors' actions, the Interwoven Multivariable Optimization solution can identify the most compelling combination of content and layout. Organizations can then offer the most effective presentation to visitors.
To learn more about the Interwoven Multivariable Optimization solution, please visit http://www.interwoven.com/optimost.
About Amnesty International
We are people from across the world standing up for humanity and human rights. Our purpose is to protect people wherever justice, freedom, truth and dignity are denied. We investigate and expose abuses, educate and mobilize the public, and help transform societies to create a safer, more just world. We received the Nobel Peace Prize for our life-saving work.
With more than 2.2 million supporters, activists and volunteers in over 150 countries, and complete independence from government, corporate or national interests, we work to protect human rights worldwide. Our vision is of a world in which every person - regardless of race, religion, gender, or ethnicity - enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other international human rights standards.
Founded in 1961, our organization has campaigned successfully in recent years for the International Criminal Court and a UN Torture Treaty. Through our research and action, governments have been persuaded to stop human rights violations and change their laws and practices. Death sentences have been commuted. Torturers have been brought to justice. And prisoners of conscience have been released.
About Interwoven
Interwoven, Inc. (NASDAQ: IWOV) is a global leader in content management solutions. Interwoven's software and services enable organizations to maximize online business performance and organize, find, and govern business content. Interwoven solutions unlock the value of content by delivering the right content to the right person in the right context at the right time. Over 4,700 of the world's leading companies, professional services firms, and governments have chosen Interwoven, including Airbus, Amnesty International USA, Avaya, BT, Cisco, Citi, Delta Air Lines, DLA Piper, FedEx, Grant Thornton, Hilton Hotels, HKMP LLP, Hong Kong Trade and Development Council, HSBC, LexisNexis, MasterCard, Microsoft, Samsung, Shell, Sky Italia, Qantas Airways, Tesco, Virgin Mobile, and White & Case. A community of over 25,000 developers and over 300 partners enrich and extend Interwoven's offerings. To learn more about Interwoven, please visit www.interwoven.com.
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