The RSPCA had a very poor mobile experience despite having over 1 million website visits per month and many social media followers. There were differing views on how to optimize the website for mobile. They took an agile approach, first optimizing the two most popular sections of the site for mobile. This involved a content audit, mobile-first design and extensive testing. After optimizing donations and pet searches for mobile, they saw a greater proportion of those come from mobile devices. The RSPCA is continuing their journey towards full mobile optimization of their website and other digital properties through an iterative process with a mobile-first culture.

1. CharityComms
Web effectiveness workshop
OUR JOURNEY TOWARDS MOBILE OPTIMISATION

2. Emily Munford, Head of Digital
OUR JOURNEY TOWARDS MOBILE OPTIMISATION

3. Where we were in January…
• Broad agreement that we needed to be mobile
BUT different views on how to get there
• Personalities; politics; protectionism
• Concerns about tech and resources

4. www.rspca.org.uk
• 3000+ pages
• Contributors x 90
• No content strategy
• Poor user experience
• Cluttered home page

5. Healthy supporter base but…
• 1 million visits per month
• 419,000 Facebook Likes
• 118,000 Twitter followers
BUT a very poor mobile
experience

6. Website purpose?
REHOME, GIVE MONEY, CAMPAIGN, INFORM AND EDUCATE

7. Website visits growth
2012-2013
Average monthly traffic to the RSPCA website has increased by
24% between 2012 and 2013

8. Growth in mobile usage
TABLET AND MOBILE TRAFFIC AS A PROPORTION OF ALL SITE TRAFFIC

9. RSPCA website top ten areas
UNIQUE PAGEVIEWS IN 2013

10. Mobile devices
TOP MOBILE DEVICES AS PROPORTION OF ALL SITE TRAFFIC 2013

12. Agile approach
PILOT WITH TWO SECTIONS , BASED ON ‘DOABILITY’ &TRAFFIC

13. Content first
ONGOING CONTENT AUDIT, SECTION BY SECTION
• Mobile first culture
• Writing for mobile
• Understanding audience
• Identifying personas

14. Design and tech
CONSIDERABLE INVESTMENT
• Assess skills and resources
• Help from ‘outside’
• Ring fence dev time
• Agree standards
• Test, test, test

15. Progress at last…
BY APRIL, PET SEARCH AND DONATE MOBILE OPTIMISED
BY DECEMBER, 80% OF SITE WILL BE MOBILE OPTIMISED

16. Before & after optimisation
AFTER THE OPTIMISATION WORK A GREATER PROPORTION OF DONATIONS CAME FROM MOBILE

17. Before & after optimisation
AFTER THE OPTIMISATION WORK A GREATER PROPORTION OF PET SEARCHES CAME FROM MOBILE

18. Formally adopted

19. It’s not over!
STILL MORE TO MOBILE OPTIMISE
• Microsites audit – 30+
• Choices fundraising platform
• Emails and e-newsletter
• Branch network

20. In summary
• Prove need through robust evidence
• Secure high level support
• Iterative approach
• Culture of collaboration, ‘in it together’
• Content first, mobile first strategy

21. Any questions?

22. Thank you
EMILY.MUNFORD@RSPCA.ORG.UK