Whilst an initial refresh earlier in 2014 had led to an initial up lift in conversions it was felt that the homepage of the WWF UK website could still perform better.
An requirements gathering phase and examination of the analytical data provided some key insights into the motivations of visitors arriving at the homepage. Additional internal requirements, objectives and targets for the page were more closely scrutinised and nailed down.
'Explorer banners' - such as the Amazon example above - were a new feature added to appeal to information-seeking, browsing visitors.
Previously the homepage had included a simple promotional panel to advertise a chosen adoption. The new layout accomodated the first stage of the donation process. This allows donors to skip a step, a click and jump directing into the funnel.
Unsurprisingly visitors to the WWF site have a tendency to want to find out about endangered species. An animal carousle was introduced to give those visitors a short-cut to that content.
Going mobile
Mobile is obviously an important and ever-increasing visitor segment. As such the design process started from at mobile-level first to ensure that the experience works as well as possible on smaller screens. The new layout and design performs better for both weight and speed.
