Glaucoma UK
Designing and developing a new website with enhanced UX & accessibility and seamless integration into legacy fundraising & CRM platforms.
THE CLIENT
Glaucoma UK (formerly the International Glaucoma Association) is the only UK charity dedicated to providing help, information and support to anyone affected by glaucoma and associated eye conditions, as well as industry professionals across the global community. With services ranging from their free glaucoma helpline to their buddy scheme, research and fundraising, they offer support for sufferers at every stage of their glaucoma journey, and work across a range of stakeholder profiles.
THE CHALLENGE
After a rebranding exercise, Glaucoma UK needed to build a new website which not only maintained the highest level of accessibility for their target users, but improved and enhanced the user experience based around their newly defined stakeholder profiles.
THE RESULTS
The improvements from the design and user experience enhancement, partnered with more robust goal tracking implementation manifested themselves in a number of ways. These include a 1300% increase in Goal completions recorded since the site was updated including contact form submissions, newsletter sign ups and downloads; traffic has diversified, with the site no longer relying predominantly on organic traffic to drive ecommerce - which has also risen by 92% compared to the previous period. Pages per session have increased by 8.6%, and bounce rate reduced by 6.98% demonstrating a better user experience. New content and a focus on the UK has been highly successful, decreasing less relevant traffic from outside of the target country by around 90% (whilst also increasing traffic from the UK). Improved navigation has helped achieve much greater interaction with informational pages, including care and support areas as well as "About" and "getting involved" pages.
