Charity, Third Sector

Red Cross Training

Online conversion rate had dropped by 44%

Key Results

246% increase in access to course finder tool

43% uplift in revenue attributed to homepage users

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After a website redesign, the conversion rate of Red Cross Training’s (RCT) website fell by a huge 44%. As a valued partner of RCT, we were tasked with investigating and resolving the issue. 

So what did we do?

We started by conducting some preliminary data analysis. This straight away told us that the issue was specifically relating to users who were landing on the home page with the conversion rate for this audience dropping by 65%. 

But why was it happening?

Well further analysis showed that this drop was caused by users not accessing a course detail page and through user research methodologies including screen recordings, heat maps, polls and 5-second tests, we further isolated the problem.

The user research methodologies highlighted that:

  • 1

    Users were unsure of what training course they needed for their requirements

  • 2

    Homepage users were not aware of the ‘course finder’ tool

  • 3

    Confusion around the suitability of different courses caused user anxiety

  • 4

    Not enough users were proceeding to a course detail page

And what next?

By running iterative experiments we reduced user anxiety caused by not being able to find a course, increased the usability of the homepage experience and better enabled users to make key actions on the site.

The insight gained during this period then formed a key part of our objectives for the coming months.

Key Results

246% increase in access to course finder tool

22% increase in access to course detail page

35% increase in homepage conversion rate

43% uplift in revenue attributed to homepage users

David Lee
Working with User Conversion forces us to be more proactive
David LeeLead Product Owner
Neil Sumner
The amount of detail and thoroughness they went into was spectacular
Neil SumnerDirector of Digital and Marketing
Perri Savage
The team are great. Couldn’t do it without them.
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
Really impressive and wouldn’t hesitate to recommend them.
Thomas TregellesGroup Head of eCommerce
Sarah Collett
Accelerated our optimisation efforts by a factor of 50.
Sarah CollettMulti-Channel Director
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Lauren Juster
8.7% improvement in conversion rate attributed directly to their work
Lauren JusterSales and Marketing Director
Julie Austin
They always have our customers at the heart of all they do
Julie AustinMarketing and Digital Director
David Lee
Working with User Conversion forces us to be more proactive
David LeeLead Product Owner
Neil Sumner
The amount of detail and thoroughness they went into was spectacular
Neil SumnerDirector of Digital and Marketing
Perri Savage
The team are great. Couldn’t do it without them.
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
Really impressive and wouldn’t hesitate to recommend them.
Thomas TregellesGroup Head of eCommerce
Sarah Collett
Accelerated our optimisation efforts by a factor of 50.
Sarah CollettMulti-Channel Director
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Lauren Juster
8.7% improvement in conversion rate attributed directly to their work
Lauren JusterSales and Marketing Director
Julie Austin
They always have our customers at the heart of all they do
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
I like the holistic approach User Conversion take to their work.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
A 22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
We’re now testing to help prioritise work and reduce risk
Amanda DoronEcommerce & Trading Manager
Thomas Tregelles
They have been instrumental in our personalisation strategy
Thomas TregellesGroup Head of eCommerce
Neil Sumner
They didn’t talk about a generic approach, but one that was personalised to our audience
Neil SumnerGeneral Manager eCommerce
Sarah Collett
Paid for themselves in the first month, three times over.
Sarah CollettMulti-Channel Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
I like the holistic approach User Conversion take to their work.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
A 22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
We’re now testing to help prioritise work and reduce risk
Amanda DoronEcommerce & Trading Manager
Thomas Tregelles
They have been instrumental in our personalisation strategy
Thomas TregellesGroup Head of eCommerce
Neil Sumner
They didn’t talk about a generic approach, but one that was personalised to our audience
Neil SumnerGeneral Manager eCommerce
Sarah Collett
Paid for themselves in the first month, three times over.
Sarah CollettMulti-Channel Director