RSPCA
User centric conversion rate optimisation to drive fundraising for the much loved and respected national animal welfare charity.
My role
Part of my role at RSCPA as the Senior UX/UI designer was leading the team in the development, planning and running the fundraising CRO programme. Partnering with the fundraising team and our digital partner agency we successfully managed to implement and drive the ongoing user-centric programme.
The programme was scoped by the team to better understand the current fundraising content, UI, efficacy and to ultimately identify areas for improvement to drive conversion.
Example of a winning CRO test - BAU donation page desktop and mobile. Default prompts, emotive imagery and tangible descriptors with a bolder and clearer UI.
Identifying areas for enhancement
We completed an in-depth discovery research phase, incorporating quantitative conversion analysis, content analysis, search intent analysis and user testing to identify areas of opportunity for improvement.
Key areas of work that were highlighted from the research were, mobile optimisation of critical fundraising content, overal navigation, the donation payment journey, regular and one-off giving, and sponsorship.
We developed a CRO test plan formulating hypothesis for each case supported with assessment scoring covering; ease of testing, implementation, impact, and overal strategic goal. The test plan enabled us to clarify and prioritise each case.
CRO test plan
Test case - Helping users find their way
The focus of this test was to enable users to find content more easily and promote priority content. The national RSPCA website receives a lot of visits from mobile devices and navigating the site on mobile was found to be confusing. This was making it difficult for mobile users to access deeper level pages of the website, where they can find information about the different types of giving, fundraising and getting involved with RSPCA.
The team worked through analysis and workshop sessions to pull apart the old navigation and review usability.
Old desktop and mobile navigation
The solution - Helping users find their way
The new designs were built as an AB test so that their effectiveness at getting users to our high priority pages could be measured. After running as an AB test for about 6 weeks a positive result emerged.
The new design increased mobile views of the critical pages within the 'Get involved' section of the site by +77% and it also caused a significant uplift to regular giving donations.
The result makes the new designs the winning UX for this part of the website and has now become the permanent desktop and mobile navigation for the website.
The winning navigation - discovery of the 'Get involved' section increased by +77% and a significant uplift to regular giving donations.
