Mobile - how does your website need to change? Part 2

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Emily Munford, RSPCA
Web effectiveness workshop
http://www.charitycomms.org.uk/events

Published in: Technology, Business
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Mobile - how does your website need to change? Part 2

  1. 1. CharityComms Web effectiveness workshop OUR JOURNEY TOWARDS MOBILE OPTIMISATION
  2. 2. Emily Munford, Head of Digital OUR JOURNEY TOWARDS MOBILE OPTIMISATION
  3. 3. Where we were in January… • Broad agreement that we needed to be mobile BUT different views on how to get there • Personalities; politics; protectionism • Concerns about tech and resources
  4. 4. www.rspca.org.uk • 3000+ pages • Contributors x 90 • No content strategy • Poor user experience • Cluttered home page
  5. 5. Healthy supporter base but… • 1 million visits per month • 419,000 Facebook Likes • 118,000 Twitter followers BUT a very poor mobile experience
  6. 6. Website purpose? REHOME, GIVE MONEY, CAMPAIGN, INFORM AND EDUCATE
  7. 7. Website visits growth 2012-2013 Average monthly traffic to the RSPCA website has increased by 24% between 2012 and 2013
  8. 8. Growth in mobile usage TABLET AND MOBILE TRAFFIC AS A PROPORTION OF ALL SITE TRAFFIC
  9. 9. RSPCA website top ten areas UNIQUE PAGEVIEWS IN 2013
  10. 10. Mobile devices TOP MOBILE DEVICES AS PROPORTION OF ALL SITE TRAFFIC 2013
  11. 11. Agile approach PILOT WITH TWO SECTIONS , BASED ON ‘DOABILITY’ &TRAFFIC
  12. 12. Content first ONGOING CONTENT AUDIT, SECTION BY SECTION • Mobile first culture • Writing for mobile • Understanding audience • Identifying personas
  13. 13. Design and tech CONSIDERABLE INVESTMENT • Assess skills and resources • Help from ‘outside’ • Ring fence dev time • Agree standards • Test, test, test
  14. 14. Progress at last… BY APRIL, PET SEARCH AND DONATE MOBILE OPTIMISED BY DECEMBER, 80% OF SITE WILL BE MOBILE OPTIMISED
  15. 15. Before & after optimisation AFTER THE OPTIMISATION WORK A GREATER PROPORTION OF DONATIONS CAME FROM MOBILE
  16. 16. Before & after optimisation AFTER THE OPTIMISATION WORK A GREATER PROPORTION OF PET SEARCHES CAME FROM MOBILE
  17. 17. Formally adopted
  18. 18. It’s not over! STILL MORE TO MOBILE OPTIMISE • Microsites audit – 30+ • Choices fundraising platform • Emails and e-newsletter • Branch network
  19. 19. In summary • Prove need through robust evidence • Secure high level support • Iterative approach • Culture of collaboration, ‘in it together’ • Content first, mobile first strategy
  20. 20. Any questions?
  21. 21. Thank you EMILY.MUNFORD@RSPCA.ORG.UK

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