Diabetes UK boosts online donations 61%

Diabetes UK first contacted us with a requirement to increase the number of donations that come through their website.

Diabetes UK challenged us to identify the high traffic/high impact areas of Diabetes.org.uk to improve user journeys and increase revenue from key audiences.

The website received lots of traffic, but the conversion rate was low. The objective was to turn browsers into financial supporters while maintaining their engagement with the vital support content on the website.

The process began with a stakeholder workshop with 20 people from across the charity to analyse existing user journeys. We ran empathy mapping and journey mapping exercises, which helped us to understand users and their needs better.

• We then carried out search intent research to understand whether existing content met user needs and to inform what additional content users needed to improve their donation journeys.The process also provided us with an opportunity to train the Diabetes UK content team on how to do search intent.
  

• To validate the initial research phase, we then conducted audience interviews and usability testing with several people living with diabetes. This allowed us to observe how users interacted with the website to understand their needs, motivations, and concerns when it came to donating or supporting the charity.
  

• We then conducted an informed heuristic review of important areas of the Diabetes UK website and the output from the review was a set of recommendations for optimisations, content, and A/B tests.

Our creative team produced conceptual designs of new user journeys which we combined with our recommendations and a prioritised A/B test roadmap to form our final report. We've since put the testing roadmap into action, running A/B tests on several sections of the website with the aim of increasing financial conversions.

The discovery work laid a strong foundation for the first set of A/B tests. With insight-backed hypotheses in place, early testing showed a good level of improvement.

The highlight so far has been one sitewide test which led to a 61% increase in donations when compared to the original. Further testing has led to improvements in the user experience, particularly for mobile users.

With another round of split tests proposed, we’re looking forward to continuing to help Diabetes UK improve conversions.