WWF Earth Hour UK
Increasing conversion rates for one of the biggest global environmental events
Location: Woking, UK
Dynamic location mapping
Earth Hour is one of the biggest environmental events in the world with millions of people taking part in 172 countries. When we were asked to rebuild the Earth Hour website for WWF-UK in time for Earth Hour 2015 we jumped at the chance!
The key project aims were to increase sign-ups through the website, simplify the navigation, and implement a flexible content model giving the WWF team the ability to easily create rich engaging layouts. Over 25,000 individuals have now signed up through the site, plus hundreds more schools, businesses and organisations.
Loving our new & improved #EarthHourUK website created by @weareneo @BrightMindedLtd – go on, have a little browse..http://t.co/14Z2cfWt96
— Reeny B (@shareenbrown) January 14, 2015
The outcome
A key metric for the success of the site was how many people were pledging their support through the sign-up form. We simplified the form and built in support for A/B testing to allow the WWF team to work out what would get the best results, based on empirical data. With 25,000 sign-ups in the build up to Earth Hour 2015 this was considered a great success.
We also integrated with the Google fusion table of sign-up data to create a scrolling region showing the most recent Earth Hour activity.
It’s WordPress, but not as you know it
Pages on this WordPress site are created using flexible content blocks – content editors can choose from a number of pre-defined blocks, selecting from defined colour schemes and dragging and dropping the content into any order they want.
The content blocks were quite diverse, allowing more power and flexibility than a standard CMS. For example one block was a customisable live twitter feed, one an area to promote key resources, another an image slider with built-in lightbox. These blocks could be interspersed with traditional text and image content, all with a consistent look and feel.
This gives editors complete flexibility when laying out content, while still ensuring that all pages meet the WWF branding and design guidelines.
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