The agency behind the revamp of Unicef UK’s website has praised the results it has achieved so far.
The organisation had last refreshed its website in 2010, but decided in 2016 that it was no longer fit for purpose and hired digital agency Manifesto to create a new site.
Tom Chapman, Strategy Director of Manifesto, said the charity had come up against the “age-old problem of a website failing to keep pace with the demands placed upon it”.
Indeed, he stated that the site had become “massively bloated” was “creaking at the seams with lots of out-of-date content” and had a “clunky and outdated” CMS.
Mr Chapman also noted that there was no clear vision around why people were creating content or what good content should look like for Unicef.
However, Manifesto audited and reworked the website, with a strong focus on persona-based curated journeys and quality over quantity.
This has led to conversion rates more than doubling since November, with cash donations per visitor rising by 55 per cent.
Mr Chapman also pointed out that Unicef UK received more online donations in a single month than ever before during December.
“We only have six months of data to analyse so far, but long-term Unicef is estimating a minimum 50-60 per cent uplift in base-level conversion,” he said.
“But this needs to be backed up with some more detailed analysis, and is hopefully quite conservative.”
Mr Chapman went on to note that the revamped website has also had a “massive impact internally at Unicef” with existing users becoming more enthused and people who were not particularly engaged with their online content understanding “how impactful it can be.”
He added that the new site is “easy to use and reliable”, which means it can handle spikes in traffic when a disaster occurs.
How Unicef UK doubled conversions with its new website The Drum
