Unicef mobile chameleon pres adtech 2013 v3

MOBILE DONATION FUNNEL CASE STUDY

ABOUT/

CHAMELEON The Experts in Digital for Charities.

Chameleon is a digital first agency with creativity at its core.

Based in Farringdon, London we have 15

year’s experience delivering creative and innovative solutions that engage and inspire in an always-on world.

Our team of 20 are digital marketers, strategists, creatives, technologists,

information architects and data geeks.

We create multi-channel experiences for charities and not-for-profits because when they mobilise people, they change

the world for the better.

3

• Audience research

• Business analysis

• Content strategy

• SEO

• PPC

• Website design

• CMS development

• eCommerce

• Digital Fundraising

• Systems integration

• Social media marketing

• Email marketing

• Hosting

• Application support

• Conversion rate

optimisation

• IA

• UX

WHAT/

WE DO

OUR/

CLIENTS

5

ABOUT UNICEF

UNICEF International:

• World’s leading organisation for

children

• Work in over 190 countries

• Work at all levels to protect

children’s rights

• No funding from UN

UNICEF UK:

• Registered UK charity

• Fundraising and advocacy

• UK programmes

6

OUR MOBILE JOURNEY

Donations funnel

Mini mobile site

Full mobile site

2011 2013

7

OUR MOBILE JOURNEY

Donations funnel

Mini mobile site

Full mobile site

2011 2013

8

OUR REQUIREMENTS

• Mobile optimised

• Mobile vs Tablet

• Using widely recognised mobile

design features

• As few pages to load as possible

• As few data capture fields as

possible

• Multiple payment options

Why mobile, not responsive?

• Lots of functionality

• Rarely needs updating

/APPROACH PROJECT

10

• Requirements gathering

• Wireframes

• Design/UX

• Implementation

• User testing

PROCESS

WEB VERSION

14

MOBILE SITE

15

16

17

18

19

20

21

• Sniffer – per device

• Better user experience than responsive

• Integrated with appeals and CRM systems

• Appeals & campaign tracking

• Different payment options – Worldpay. Paypal, direct debit, Google checkout

POINTS OF NOTE

22

• Comparing first half of this year to same time previous year

(before mobile donation funnel):

• # visitors from mobile were approximately the same

RESULTS

MOBILE REVENUE

INCREASED BY

79%

CONVERSION RATE

INCREASED FROM

0.12% TO

0.37%

NUMBER OF

DONATIONS

INCREASED BY

167%

23

• Don’t simply retro-fit from

desktop – think from scratch

• Broken down internal barriers

• Important to scope all user

journeys

• Sniffer - cater for screen size not

device

• Simulator vs real devices

• Splitting into several projects

paid off

• Learnings taken forward to

subsequent mobile projects

LEARNINGS

Q&A VICKY REEVES

MANAGING DIRECTOR vicky.reeves@chameleon.eu

@chameleon_eu

@vickyreeves

www.chameleon.eu

JESS WRIGHT DIGITAL MANAGER

@jesswright

@unicef_uk

www.unicef.org.uk