The client approached us with the concern that their core message – emphasising hospital work and placing less focus on wish-granting – wasn’t immediately apparent from their website. Our mission was to help them highlight their core message so website visitors could clearly identify it as soon as they landed on the site.
In order to achieve this, we would need to complete a new website design, choose a new CMS platform and more advanced hosting. Alongside this, we aimed to simplify both the user donation journey and functionality of the site, to enable Starlight’s website to function more efficiently and facilitate donations.
Our Solution
We used our expert knowledge to build a best-in-class solution for Starlight’s needs, taking a UX-centric approach with SEO considerations throughout the process.
The website re-design focused on providing Starlight with a streamlined, clean and mature website which, without looking corporate, would provide the backdrop for higher conversions.
We placed emphasis on optimising the route to the donation platform, to eliminate any impediments to conversion, whilst streamlining the process for users wanting to donate with best practice UX and prominent CTAs across the site. In order to do this, we simplified the donation journey, eliminated the steps needed in making a donation and eradicated the replication of data.
We simplified the website contact forms, integrating a tool to ensure ease of control for the client and to enable more efficient data collection.
A key focal point during the website redesign was streamlining the user journey, ensuring an intuitive navigation. Kitty worked with ROAST’s SEO team to re-design the internal architecture of the site which had outgrown its structure as more content had been introduced and Starlight’s offering expanded. Alongside this, Kitty and ROAST’s SEO team worked closely to ensure that a health audit and redirect mapping was in place. Kitty and the SEO team collaborated to monitor these redirects as the site was going live and during the post-live audits.
Results
- 17.5% increase in revenue in the three months after site launch, compared to the previous period
- 30.91% increase in average order value
- 20% decrease in the Bounce Rate
- 56% increase in average session duration
What the client says
‘We wanted to update our website to reflect our updated branding and messaging, improve overall user experience and to highlight the important work we do to help seriously ill children and their families.
Kitty played a core role in ensuring that not only the design, but the structure of our site would create a stable foundation to facilitate donations and highlight our growing offering. Working with both ROAST and Kitty ensured a smooth transition to our new site, and it was a pleasure working with them both!’
Josh Collings, Multimedia Manager at Starlight
