UNICEF UK Shop Checkout Optimisation Case Study

Background

UNICEF is the largest organisation in the world dedicated to improving the lives of children, their families and communities. Fundraising plays a very central part in supporting UNICEF's cause, and ongoing development and use of web technologies is considered key to future success.

Requirement

UNICEF UK wanted to increase the number of people who were adding a one-off donation to its orders when shopping in their online store.

Solution

Chameleon Net felt that placing more emphasis on the donation section of the checkout page would increase the proportion of people who were converted into donors. We ran an A/B test in which the original page was tested simultaneously against a new version of the page where the donation option took a more central position.

Results

The introduction of the new page saw the donation rate go from roughly 1 in 10 people to 3 in 10 people donating; an amazing result for UNICEF UK.

Visit Unicef UK’s online store

For further information contact:
Dan Martin (danm@chameleonnet.co.uk)
Chameleon Net
Tel: 020 7332 6360

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Testimonial

"Chameleon Net’s work has significantly increased the success rate of our online donations, which fulfills our desire to maximize every opportunity in which supporters may wish to donate. Relatively small changes such as this are important in helping to continue the fantastic work that UNICEF does to improve the lives of Children across the globe."

Nigel Fisher, Head of Trading,
UNICEF UK