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British Red Cross: Inspiring, impactful response to need

British Red Cross, UK puts new platform to ultimate test

Industry

Associations

Region

UK

Sitecore Experience Awards 2018

British Red Cross: Responding to need at massive scale

Two weeks after launching a new Sitecore-powered donations platform designed to scale rapidly for peak demand, British Red Cross put it to the ultimate stress test: taking on 100% of online traffic generated by the One Love Manchester charity concert. Technology partner Friday had just three days to test and harden the platform before an event broadcast to 22.6 million people in 43 countries worldwide.

Over the weekend of the event, traffic was 7,400% higher than the previous weekend. During the three-hour concert itself, nearly 700,000 users visited the donation site, with peak traffic of more than 33,000 simultaneous users and up to 823 donations a minute. Despite this high demand, the platform handled an average of 398,000 requests a minute at a blazingly fast response time of just 0.1 second. Conversion rates increased by 9% overall and by 15% for mobile.

Since its launch, the platform has processed more than £6m in online donations. For the One Love Manchester campaign alone, it enabled British Red Cross to raise over £800k — £475k of that in just three hours.

Challenge

  • scale massively on short notice
  • increase conversion rates
  • speed and simplify the customer experience
  • boost customer engagement
  • improve reporting and analytics

Solution

  • Build a powerful, flexible customer experience platform with the enterprise-level stability to support extreme fluctuations in traffic and high volumes of transactions.

Result

  • 7,400% spike in traffic from 24,000 to 1.8 million users
  • 33,000 simultaneous users and up to 823 donations per minute at peak traffic
  • 15% increase in mobile conversion
  • Overall conversion increased 9%
  • £608k in online donations the first 24 hours of what ended up a more than £800k campaign

Products used

  • Sitecore Experience Platform (XP)
  • Sitecore Experience Manager web CMS

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Certified Solution Partner

Friday exists to make and ship the most beautifully useful digital services in the world. Its strategists, engineers and designers work with clients to clarify target customer experiences, make digital services and products, and develop the technology platforms and capabilities to sustain these services.