A new ‘Stories’ section on the British Red Cross website is delivering more inspirational, conversational and emotional content which has increased public engagement and site visit duration and returns.
Sitecore Experience Awards
British Red Cross
SEA category: Most impactful human connections in a changing world
Challenges
- React to changes in the way people engage with charities
- Need for more emotional, conversational content
- Improve the existing ‘Stories’ site which was a disconnected add-on to main website with poor visitor journeys
- Grow and sustain donations and voluntary work
- Increase awareness of the charity’s work and brand relevance
- Modernize and improve story site in line with new refreshed website image
Solutions
- Sitecore Experience Platform (XP 8.2)
- Sitecore Experience Manager (XM)
- Sitecore Managed Cloud
- Integrations include:
- Partner-built wheelchair hire service
Results
- Increased engagement rates, number of page visits, time on site and returns
- Stories attracted more visits than main website, 10K in four months
- Some story content delivered 20% to 54% click-through rates (CTR) in the calls to action (CTA)
- Created more emotional, inspirational, meaningful content that develops stronger connections
- New wheelchair hire service helped protect NHS during COVID-19 pandemic
- Made creating and presenting content easier for charity teams
- Developed a content model with customizable and reusable content, templates and automation
Silver Solution Partner
We work in industries where customers are typically doing things they don’t want to do, and we work in scenarios where misery reduction is often more important than increasing pleasure. We aim to make those experiences as simple, efficient and personalised as possible. We create experience through simplicity.
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