unicef mobile chameleon pres adtech 2013 v3
DESCRIPTION
Unicef and Chameleon mobile giving presentation from ad:tech London 2013.TRANSCRIPT
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MOBILE DONATION FUNNEL CASE STUDY
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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.
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• 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
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OUR/
CLIENTS
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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
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OUR MOBILE JOURNEY
Donations funnel
Mini mobile site
Full mobile site
2011 2013
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OUR MOBILE JOURNEY
Donations funnel
Mini mobile site
Full mobile site
2011 2013
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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
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/APPROACH PROJECT
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• Requirements gathering
• Wireframes
• Design/UX
• Implementation
• User testing
PROCESS
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WEB VERSION
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MOBILE SITE
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• 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
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• 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%
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• 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
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Q&A VICKY REEVES
MANAGING DIRECTOR [email protected]
@chameleon_eu
@vickyreeves
www.chameleon.eu
JESS WRIGHT DIGITAL MANAGER
@jesswright
@unicef_uk
www.unicef.org.uk