Mobile - how does your website need to change? Part 2
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The RSPCA had a very poor mobile experience despite having over 1 million website visits per month and many social media followers. There were differing views on how to optimize the website for mobile. They took an agile approach, first optimizing the two most popular sections of the site for mobile. This involved a content audit, mobile-first design and extensive testing. After optimizing donations and pet searches for mobile, they saw a greater proportion of those come from mobile devices. The RSPCA is continuing their journey towards full mobile optimization of their website and other digital properties through an iterative process with a mobile-first culture.
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Mobile - how does your website need to change? Part 2
- 1. CharityComms Web effectiveness workshop OUR JOURNEY TOWARDS MOBILE OPTIMISATION
- 2. Emily Munford, Head of Digital OUR JOURNEY TOWARDS MOBILE OPTIMISATION
- 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. www.rspca.org.uk • 3000+ pages • Contributors x 90 • No content strategy • Poor user experience • Cluttered home page
- 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. Website purpose? REHOME, GIVE MONEY, CAMPAIGN, INFORM AND EDUCATE
- 7. Website visits growth 2012-2013 Average monthly traffic to the RSPCA website has increased by 24% between 2012 and 2013
- 8. Growth in mobile usage TABLET AND MOBILE TRAFFIC AS A PROPORTION OF ALL SITE TRAFFIC
- 9. RSPCA website top ten areas UNIQUE PAGEVIEWS IN 2013
- 10. Mobile devices TOP MOBILE DEVICES AS PROPORTION OF ALL SITE TRAFFIC 2013
- 12. Agile approach PILOT WITH TWO SECTIONS , BASED ON ‘DOABILITY’ &TRAFFIC
- 13. Content first ONGOING CONTENT AUDIT, SECTION BY SECTION • Mobile first culture • Writing for mobile • Understanding audience • Identifying personas
- 14. Design and tech CONSIDERABLE INVESTMENT • Assess skills and resources • Help from ‘outside’ • Ring fence dev time • Agree standards • Test, test, test
- 15. Progress at last… BY APRIL, PET SEARCH AND DONATE MOBILE OPTIMISED BY DECEMBER, 80% OF SITE WILL BE MOBILE OPTIMISED
- 16. Before & after optimisation AFTER THE OPTIMISATION WORK A GREATER PROPORTION OF DONATIONS CAME FROM MOBILE
- 17. Before & after optimisation AFTER THE OPTIMISATION WORK A GREATER PROPORTION OF PET SEARCHES CAME FROM MOBILE
- 18. Formally adopted
- 19. It’s not over! STILL MORE TO MOBILE OPTIMISE • Microsites audit – 30+ • Choices fundraising platform • Emails and e-newsletter • Branch network
- 20. In summary • Prove need through robust evidence • Secure high level support • Iterative approach • Culture of collaboration, ‘in it together’ • Content first, mobile first strategy
- 21. Any questions?