Optimize! How Human Rights Watch Grew 30+% with Design, Email and Testing Optimization
Thursday, August 3rd, 2017
2:15 PM - 3:30 PM: Breakout 3
Human Rights Watch just had their most successful fiscal year ever through a combination of rapid response messaging, conversion rate optimization, improved design, and investing in the health and engagement of their email file. Aided by Beaconfire RED, and the Engaging Networks software platform, Human Rights Watch saw a 33% increase in digital revenue and grew their donor base by thousands of new names. Learn how they did it and how you can use the same approaches to boost your revenue and engagement.
Learning Outcome #1
By attending this session participants will learn: Learn how to find your baseline. How your organization did in previous years will help frame how your organization is performing today. This session will discuss which analytics tools you can you utilize to benchmark yourself and what to track moving forward.
Learning Outcome #2
By attending this session participants will learn: Learn how to collaborate internally. Homepage real estate used to be a constant battle among departments at HRW. Getting internal buy-in on the organizational goals and processes before launching a digital strategy will help you bridge the Great Departmental Divide and keep the peace.
Learning Outcome #3
By attending this session participants will learn: Understand that one size does not fit all. Conventional wisdom says that positive imagery will perform better than negative, but that was not the case for HRW. Testing variables such as photos, fonts, colors, email senders, giving levels, lightboxes and more yielded some surprising results.
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A panel of presenters