1. Integrating Refugee Action’s new website with Engaging Networks Catherine Joyce & Glyn Thomas

2. WHY A NEW WEBSITE?
5 reasons

3. 1. CMS Using proprietary system Hard to update
Difficult for staff from across the organisation to use

4. 2. Campaign actions Could only have one petition live at a time
wasn’t integrated so it required data exports to send everything

5. 3. Donation pages All hosted externally with Justgiving
It was impossible to track properly. We recorded donations based on the JG pages. If donations came through the main JG page, had to be marked as ‘unsolicitied’. We could attribute donations to a specific appeal only by having a separate page for that but it didn’t record data so all donations were effectively anonymous, very few people ticked to share details on the thank you page. Without the data capture we weren’t able to thank people or continue our relationship with them beyond that donation.
We had been using Artez before JG, but we were getting a lot of fraudulent donations through the form that meant we had to stop using it.

6. 4. Not responsive Design was good – but designed for desktop
Website was not responsive, performed badly on mobile and tablet, and more and more traffic coming from mobile

7. 5. Structure Internal focus
Duplication – get help and advice and in your area sections had the same information
Not focused on what the audience wants from the website
Developed at a time when the organisational strategy was very different and so didn’t reflect the priorities of the new strategic plan, which is heavily focused on attracting new supporters.

8. AIMS FOR NEW SITE All content to be found with max 3 clicks
Increase in online donations, campaign actions taken and opt ins/sign ups
Integrate with Engaging Networks

9. PROCESS Involve as many staff as possible
Anyone who wanted to be involved as well as key stakeholders from each team/department
Advantage: maximises buy in and ensures everyone’s voice is heard
Disadvantage: ‘impossible’ features requested

10. Workshops

11. Three questions Who are the audiences for your website?
Workshops
Three questions
Who are the audiences for your website?

12. Workshops

13. Workshops For each audience:
What do you want them to do / take away from the website?
What do you think they want from the website? Answers to this from survey and from asking key contacts

14. Workshops
Where there are overlaps – more than one audience will want the same content – that becomes the priority for the structure
Where there are outliers – only one audience will want certain content – that’s where creative solutions are needed

15. New structure

16. Outliers Media centre Resource library
Facts about refugees / How you can help refugees

17. New site

18. New site

19. New site

20. New site

21. New site

22. New site

23. Engaging Networks Integrating with Engaging Networks Tracking
sign up form
Jobs/volunteer alerts
Petitions

24. Engaging Networks Email sign up form and jobs/volunteers alerts
No iframes – use form post instead

25. Engaging Networks Email sign up form and jobs/volunteers alerts
No iframes – use form post instead

26. Engaging Networks Email sign up form and jobs/volunteers alerts
No iframes – use form post instead

27. Engaging Networks Email sign up form and jobs/volunteers alerts
No iframes – use form post instead

28. Engaging Networks
<form name="Sign up" action=" method="post"> <input type="hidden" name="ea.campaign.id" value="55433"> <input type="hidden" name="ea.client.id" value="2005"> <input type="hidden" name="ea.submitted.page" value="1"> <input type="text" placeholder=" First name" name="First Name“> <input type="text" placeholder=" Last name" name="Last name“> <input type="text" placeholder=" address" name=" Address“> <input type="hidden" name="Contact by " value="Y"> <input type="submit” value="SUBSCRIBE"> </form>

29. Homepage button Donate buttons Sign petition buttons
TRACKING
Homepage button
Donate buttons
Sign petition buttons
Obvious benefits to having EN – data capture, integrated etc. For us the most important thing it’s meant is we can start getting more sophisticated with our tracking.
We have tracking set up on both donation and campaigns forms now to help tell us exactly where in the website people are coming from (in addition to off site tracking)

30. Homepage button Donate button Campaign page take action button
TRACKING
Homepage button
Donate button
Campaign page take action button

31. TRACKING

32. TRACKING

33. TRACKING

34. TRACKING
Also set up multiple tracking for journeys. Have journeys set up for each version of the form we’re going to test from both paid and organic sources.

35. TRACKING
So each within this has specific tracking links to various actions, pages on the website etc so we can track how each performs within the journey and how the journey overall is working to engage and convert supporters

36. EVALUATING 278% increase in online donations
100% increase in petition conversion rate from pageviews to signatures
97% conversion rate on sign-up form (pageviews to sign up)
Hotjar and Google Analytics
Online donations may – nov: £10,923.69
Online donations nov – march: £41,395.02

37. HOTJAR Wanted all content to be found with max 3 clicks.
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38. HOTJAR Wanted all content to be found with max 3 clicks.
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Maecenas pellentesque non metus eget mattis. Donec aliquam, arcu in viverra sagittis.

39. HOTJAR Wanted all content to be found with max 3 clicks.
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Maecenas pellentesque non metus eget mattis. Donec aliquam, arcu in viverra sagittis.

40. GOOGLE ANALYTICS
Can’t do direct comparison – previous site didn’t exclude office traffic

41. GOOGLE ANALYTICS New site Bounce rate average for whole site 51%
Pages per session 2 on mobile; 2.32 tablet; desktop
Homepage bounce rate 40.87%

42. Embed petition form on site Reporting on all tracking Digital strategy
NEXT STEPS
Embed petition form on site
Reporting on all tracking
Digital strategy
Petition forms on site like the sign up form
Reporting on tracking to assess what works best on website for campaigning and fundraising – working on creating the best way of doing the reporting at the moment so would be great to talk to anyone who has one that’s working really well.
Using the tracking and testing we’ve been doing to underpin development of our digital strategy, especially in terms of new supporter acquisition