Driving growth through cross-sell engagement

The background

The Covid-19 pandemic has caused uncertainty for many brands, none more so than in the charity sector. During the various lockdowns and government restrictions forcing the closure of non-essential centres, RSPB, the UK’s largest nature and conservation charity, has witnessed a significant increase in visitors and online revenue as more consumers turn to these digital channels.

However, one issue arising from this increase in visitors was with RSPB’s supply chain as they were hitting limits on the volumes of product sales that could be fulfilled.

Unlike physical products, donations are not impacted by supply chain issues and 100% of donations go directly to RSPB’s vital work. This meant that maximising donations during this difficult period could help provide much needed additional income.

The ambition

The aim was to increase RSPB donation rates while ensuring there was no negative impact on their ecommerce conversion rate. With Charities expected to lose up to a third of their income due to Covid-19, focusing on increasing donations via the shop would help to mitigate this.

To tackle this problem we proposed maximising donation volumes and average value through a process of a/b testing, utilising Daydot experimentation frameworks.

Simply put then, the ambition was: 'How could the RSPB shop maximise online revenue when not in a position to sell more products?’

The approach
  • Through website analytics we discovered that desktop donation rates were significantly lower than mobile and tablet.
  • Heatmap data illustrated that the cart on the donation module had low visibility.
  • Through user testing we established that users had additional questions about how their donations were going to be used.
  • Heuristic analysis highlighted that to encourage users to take further action, donation options could be presented in a more compelling way.
The results

Through our data and insights-driven experimentation we were able to mitigate for the expected loss in revenue by increasing desktop donations, as well as driving incremental income through the eCommerce shop. These increases proved that experimentation pays off - even (and maybe especially) in these difficult times.

  • 130% increase in desktop donations.
  • 61% growth in incremental donation income through the eCommerce shop.