Samaritans, the leading UK helpline charity offering confidential emotional support, has launched a new mobile responsive website as part of an extensive brand and digital strategy review.
Samaritans came to us with a familiar set of problems:
- Statistics showed that while an increasing number of people visited them online via mobile devices, their website was not built to cope with this type of traffic.
- As more internal staff became involved in providing content for the website, it became harder to prioritise the information shown to each visitor.
- Additional content led to additional strain on the existing site structure – leaving it difficult for visitors to navigate around the site.
To overcome these issues, Samaritans needed a comprehensive digital strategy and a user-centric website to help them develop engagement with callers, donors and volunteers.
We carried out brand and digital strategy reviews to drill down into what the priority areas of support are and how people can access Samaritans’ content. A robust content strategy was developed in partnership with the charity, helping to provide a clear structure for the internal teams creating material for the new website.
Detailed UX research and testing was also carried out, revealing that timely, relevant content and contact information is critical for people contacting the charity.
Building on the strategic work undertaken with internal stakeholders and results from the UX research, we went on to create a highly user-centric website that can be viewed equally well across a wide range of platforms, including smart phones, tablets and ipads.
Samaritans’ new mobile responsive site prioritises content dependent on the different mobile or computing device the person is using to access the Samaritans site, ensuring clear and simple calls to action, regardless of device, to meet people’s priority needs.
Following the launch, the content strategy continues to help direct the ongoing development of content by prioritising the most important audiences, and encouraging the use of technologies, such as video, to engage these audiences better.
Within 3 months of the new site launching, Samaritans' mobile stats have rocketed, with 40% of their total site traffic coming from mobile devices, compared to 5% beforehand. They put this down to mobile being a much more personal way to access content.
The net gain in conversion for Samaritans has been incredibly positive, with the following gains recorded post-launch:
• Number of online donors increased by 41%
• Amount donated online increased by 62%
• Overall site visits up 20%
• Mobile access of site increased from 5% to 40%
Neil Foster, a Samaritans supporter, wrote in to express his delight:
“I just want to congratulate you on the accessibility of your web pages. I am blind so this is actually a big issue. It actually made it possible for me to donate easily to your cause. I suspect you will have given accessibility a good deal of thought. This is much appreciated as it allows me to support you more easily. Many thanks and keep up the good work!”
David Dawson, Web Manager at Samaritans commented:
"Prioritising content in this way and delivering our support over any device, while representing our brand and the high standard of support people associate with the charity, delivers exactly what we set out to do.
"We can now reach out to more people more effectively online, thanks to Sift Digital.”