Oxfam

37% increase in conversion rate on the landing page

Oxfam's Homepage

Oxfam is one of the UK’s largest charities; working toward a world without poverty throughout 94 countries. Their work touches 15 million people each year as they provide food, water, healthcare, education as well as emergency support services across the globe.

What Oxfam wanted:

  • A donations page designed to encourage action and increase donations
  • A more effective and efficient information architecture (IA) for the ecommerce website based on customer behavioral research
  • An improved customer checkout process
  • Support at each stage of website development via regular prototype testing

What Bunnyfoot delivered:

  • 37% increase in conversion rate on the landing page
  • 15% increase in conversion rate on the donation form
  • A marked increase in both frequency and monetary amount of direct debit donations
  • User testing uncovered issues with checkout instructions, confusing error messages, unclear delivery costs and difficulty editing purchases
  • A more cohesive information architecture (IA) for the website
Final design of Oxfam's donate page
Final design of Oxfam's doante page; 15% increase in conversion rate

The Work:

Oxfam’s charitable work relies heavily upon patron contributions. As more supporters move to the internet as a way to engage with Oxfam the website required improvements in order to increase conversion and secure donations.

  • To ensure a fundamental understanding of usability we conducted a behavioral economics and social psychology workshop with Oxfam
  • The workshop contained a collaborative and comprehensive analysis of the current Oxfam website resulting in the identification of several potential opportunities to influence visitor behavior
  • In order to develop a truly user-centric website Bunnyfoot provided ongoing support throughout each stage of Oxfam’s website development via rapid feedback and continuous usability and content testing of website prototypes. This regular consumer feedback allowed Oxfam to create user-driven content and implement effective changes throughout every stage of development
  • We selected a readily available participant pool of 600 people who suited Oxfam’s specific needs. This pool was used over a course of 8 weeks throughout multiple rounds of one-on-one full site user testing. One-on-one research with Oxfam consumers to better understand how they interact and categorize Oxfam products
  • We conducted extensive one-on-one full site user testing for a period of 8 weeks. Through this research we uncovered several user experience issues such as trouble with checkout instructions, confusing error messages, unclear delivery costs and trouble editing purchases
  • Bunnyfoot supported the improvement of the website’s information architecture (IA) by conducting research focused on understanding how consumers navigate through Oxfam’s products and content. We did this by running one-on-one card sorting exercises. During this research participants are given a stack of randomly-sorted cards, each labelled with specific content or product image, and asked to organize them into categories that make sense to them
"Your support and insights have been very much appreciated by the team here, and core to ensuring the design of our new website is centred on our users. It's been great working with you"

Fiona Sinclair,
Digital Vision Programme Manager

Oxfam

Read enough? Get in touch...

Contact Clare Lambert to discuss your needs:
0207 608 1670 more@bunnyfoot.com

Or come visit us, we have offices in Oxford, Sheffield and London.