April 8, 2008 - Amnesty International USA selected Interwoven Multivariable Optimization solution to optimize amnestyusa.org to increase overall donations.


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. 


The Interwoven Multivariable Optimization solution can create, test and optimize  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 versus the prior year, from 16 percent to 34 percent.
  • 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 to 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 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.”

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