Twenty thousand visitors have been split into seven test cells, including lapsed givers, activists and new recruits.
Of these, 20% have signed up to the site's preferences section, to enable Greenpeace to see how people return to them when sent relevant information.
Web analysis is being run by e-media agency Think Consulting, while its contact centre, DataForce, reports on the use of live chat and "call me now" buttons on the Greenpeace website.
"We have a very active community of online supporters," said Karen Gallagher, supporter services manager at the environmental organisation.
"However, we are very aware we need to tailor the service we give to different types of donor."
Jason Potts, a director at Think Consulting, added: "Previously the emphasis was on traffic; now we're looking at what value visitors have once they're on the site."
Early results have shown attrition falling from 5.8% to 4%, while those signing up to the preferences section are now worth $93 compared with $72 for those who have not.
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