Cancer Research UK empowers employees to deliver life-changing results
Improvement of click through rate
Visitors per year
How experimentation, recommendations and training are driving donations for the UK’s biggest charity
In 2017, the “About Cancer” section of Cancer Research UK’s website amassed over 25 million visitors. The same year the charity raised over £30 million through its online fundraising platform alone - this is why its online presence is so important. Providing a high quality digital experience to both external stakeholders – such as fundraisers, cancer patients and the general public – as well as employees, is non-negotiable.
We are encouraging a culture of testing and learning through experimentation which initially we had to fight for. After running the first experiments, our stakeholders had a lightbulb moment. They did not have to take our word for it, but look at the Optimizely data. The figures were a compelling argument to continue experimenting.
Josie DowneyUser Experience Designer, Cancer Research UK
See the result at www.cancerresearchuk.org
Becoming digital masters
As a data-driven non-profit organization that prides itself on world-leading research capabilities, Cancer Research UK took a scientific approach to improving its digital offerings. The team identified clear challenges: Without improved user experience, smarter navigation and a clearer page layout, the charity would miss out on many valuable donations through the course of the year.
To test ideas for improvements to the digital experience, the charity is using experimentation. The team counts on the Optimizely experimentation platform to generate the insights necessary to improve user experience and maximise the desired outcome for the organization.
Finding the answers
Alongside Optimizely, Cancer Research UK set out to increase awareness and drive a cohesive message both before and during World Cancer Day 2017, an annual event in which the charity encourages the public to unite in the fight against cancer.
A/B testing of user interaction with Cancer Research UK’s corresponding landing page revealed excessive noise and undefined call-to-actions to be a key factor impacting user engagement. Ultimately, the existing user interface was detrimental to the goals of the campaign, directly impacting Cancer Research UK’s fundraising efforts.
The team developed a second version of the landing page during the campaign period to test out user interaction. The amended version reduced noise and streamlined the user journey to allow for clearer communication and calls-to-action.
Proof is the donations
Cancer Research UK found that testing its landing page significantly improved the digital experience and ensured users were able to navigate the site with ease. Over the World Cancer Day 2017 campaign period, Cancer Research UK was able to increase the click through rate through testing by 294%.
Critically, the success of the campaign helped internal marketing and management teams to understand and recognise the value of online experiments. This has led to increased internal support for experimentation in future projects.