Version A – Blank box where users could input the amount they chose to contribute. Version B – Buttons featuring fixed amounts donors could select.
Key Performance Indicator (KPI):
Donations
Test Goal:
Increase donations
Traffic Source:
All: direct, search, referral, organic, paid, affiliate, email list, and social
Audience:
Website users interested in wildlife preservation
Organization:
World Wildlife Fund (WWF): Wildlife preservation organization
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