MOBILE DONATION FUNNEL CASE STUDY
ABOUT/
CHAMELEON
The Experts in Digital for Charities.
Chameleon is a digital first agency with
creativity at its core.
Ba...
3
• Audience research
• Business analysis
• Content strategy
• SEO
• PPC
• Website design
• CMS development
• eCommerce
• ...
OUR/
CLIENTS
5
ABOUT UNICEF
UNICEF International:
• World’s leading organisation for
children
• Work in over 190 countries
• Work at al...
6
OUR MOBILE JOURNEY
Donations
funnel
Mini
mobile
site
Full mobile site
2011 2013
7
OUR MOBILE JOURNEY
Donations
funnel
Mini
mobile
site
Full mobile site
2011 2013
8
OUR REQUIREMENTS
• Mobile optimised
• Mobile vs Tablet
• Using widely recognised mobile
design features
• As few pages t...
/APPROACH
PROJECT
10
• Requirements gathering
• Wireframes
• Design/UX
• Implementation
• User testing
PROCESS
WEB VERSION
14
MOBILE SITE
15
16
17
18
19
20
21
• Sniffer – per device
• Better user experience than responsive
• Integrated with appeals and CRM systems
• Appeals & c...
22
• Comparing first half of this year to same time previous year
(before mobile donation funnel):
• # visitors from mobil...
23
• Don’t simply retro-fit from
desktop – think from scratch
• Broken down internal barriers
• Important to scope all use...
Q&A
VICKY REEVES
MANAGING DIRECTOR
vicky.reeves@chameleon.eu
@chameleon_eu
@vickyreeves
www.chameleon.eu
JESS WRIGHT
DIGIT...
Unicef mobile chameleon pres adtech 2013 v3
Unicef mobile chameleon pres adtech 2013 v3
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Unicef mobile chameleon pres adtech 2013 v3

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Unicef and Chameleon mobile giving presentation from ad:tech London 2013.

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Unicef mobile chameleon pres adtech 2013 v3

  1. 1. MOBILE DONATION FUNNEL CASE STUDY
  2. 2. ABOUT/ CHAMELEON The Experts in Digital for Charities. Chameleon is a digital first agency with creativity at its core. Based in Farringdon, London we have 15 year’s experience delivering creative and innovative solutions that engage and inspire in an always-on world. Our team of 20 are digital marketers, strategists, creatives, technologists, information architects and data geeks. We create multi-channel experiences for charities and not-for-profits because when they mobilise people, they change the world for the better.
  3. 3. 3 • Audience research • Business analysis • Content strategy • SEO • PPC • Website design • CMS development • eCommerce • Digital Fundraising • Systems integration • Social media marketing • Email marketing • Hosting • Application support • Conversion rate optimisation • IA • UX WHAT/ WE DO
  4. 4. OUR/ CLIENTS
  5. 5. 5 ABOUT UNICEF UNICEF International: • World’s leading organisation for children • Work in over 190 countries • Work at all levels to protect children’s rights • No funding from UN UNICEF UK: • Registered UK charity • Fundraising and advocacy • UK programmes
  6. 6. 6 OUR MOBILE JOURNEY Donations funnel Mini mobile site Full mobile site 2011 2013
  7. 7. 7 OUR MOBILE JOURNEY Donations funnel Mini mobile site Full mobile site 2011 2013
  8. 8. 8 OUR REQUIREMENTS • Mobile optimised • Mobile vs Tablet • Using widely recognised mobile design features • As few pages to load as possible • As few data capture fields as possible • Multiple payment options Why mobile, not responsive? • Lots of functionality • Rarely needs updating
  9. 9. /APPROACH PROJECT
  10. 10. 10 • Requirements gathering • Wireframes • Design/UX • Implementation • User testing PROCESS
  11. 11. WEB VERSION
  12. 12. 14 MOBILE SITE
  13. 13. 15
  14. 14. 16
  15. 15. 17
  16. 16. 18
  17. 17. 19
  18. 18. 20
  19. 19. 21 • Sniffer – per device • Better user experience than responsive • Integrated with appeals and CRM systems • Appeals & campaign tracking • Different payment options – Worldpay. Paypal, direct debit, Google checkout POINTS OF NOTE
  20. 20. 22 • Comparing first half of this year to same time previous year (before mobile donation funnel): • # visitors from mobile were approximately the same RESULTS MOBILE REVENUE INCREASED BY 79% CONVERSION RATE INCREASED FROM 0.12% TO 0.37% NUMBER OF DONATIONS INCREASED BY 167%
  21. 21. 23 • Don’t simply retro-fit from desktop – think from scratch • Broken down internal barriers • Important to scope all user journeys • Sniffer - cater for screen size not device • Simulator vs real devices • Splitting into several projects paid off • Learnings taken forward to subsequent mobile projects LEARNINGS
  22. 22. Q&A VICKY REEVES MANAGING DIRECTOR vicky.reeves@chameleon.eu @chameleon_eu @vickyreeves www.chameleon.eu JESS WRIGHT DIGITAL MANAGER @jesswright @unicef_uk www.unicef.org.uk

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