OUR JOURNEY TOWARDS MOBILE OPTIMISATION

CharityComms

Web effectiveness workshop

OUR JOURNEY TOWARDS MOBILE OPTIMISATION

Emily Munford, Head of Digital

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

www.rspca.org.uk

• 3000+ pages

• Contributors x 90

• No content strategy

• Poor user experience

• Cluttered home page

Healthy supporter base but…

• 1 million visits per month

• 419,000 Facebook Likes

• 118,000 Twitter followers

BUT a very poor mobile

experience

Website purpose?REHOME, GIVE MONEY, CAMPAIGN, INFORM AND EDUCATE

Website visits growth

2012-2013Average monthly traffic to the RSPCA website has increased by

24% between 2012 and 2013

Growth in mobile usageTABLET AND MOBILE TRAFFIC AS A PROPORTION OF ALL SITE TRAFFIC

RSPCA website top ten areasUNIQUE PAGEVIEWS IN 2013

Mobile devicesTOP MOBILE DEVICES AS PROPORTION OF ALL SITE TRAFFIC 2013

Agile approachPILOT WITH TWO SECTIONS , BASED ON ‘DOABILITY’ &TRAFFIC

Content firstONGOING CONTENT AUDIT, SECTION BY SECTION

• Mobile first culture

• Writing for mobile

• Understanding audience

• Identifying personas

Design and techCONSIDERABLE INVESTMENT

• Assess skills and resources

• Help from ‘outside’

• Ring fence dev time

• Agree standards

• Test, test, test

Progress at last…BY APRIL, PET SEARCH AND DONATE MOBILE OPTIMISED

BY DECEMBER, 80% OF SITE WILL BE MOBILE OPTIMISED

Before & after optimisationAFTER THE OPTIMISATION WORK A GREATER PROPORTION OF DONATIONS CAME FROM MOBILE

Before & after optimisationAFTER THE OPTIMISATION WORK A GREATER PROPORTION OF PET SEARCHES CAME FROM MOBILE

Formally adopted

It’s not over!STILL MORE TO MOBILE OPTIMISE

• Microsites audit – 30+

• Choices fundraising platform

• Emails and e-newsletter

• Branch network

In summary

• Prove need through robust evidence

• Secure high level support

• Iterative approach

• Culture of collaboration, ‘in it together’

• Content first, mobile first strategy

Any questions?

EMILY.MUNFORD@RSPCA.ORG.UK

Thank you