How the British Heart Foundation sparked digital transformation with its new website.
Think digital transformation is an intangible and impossible goal? Here are six ways the British Heart Foundation (BHF) and digital agency Precedent used the redesign of bhf.org.uk to deliver enhanced services and inspire major internal changes to win the fight against heart disease.
Personalisation, self-service and automation
Built in Sitecore, the new bhf.org.uk can automatically personalise content based on factors like how people reach the site, their geographic location, and what content they view. Users can also do more online with less work needed by BHF staff, because the site digitised BHF’s business processes and connects to its external systems and CRM.
www.bhf.org.uk is now the hub of BHF’s entire online presence.
Optimising forms to drastically increase conversions
Changes to online forms have caused massive increases to conversion rates. For example, by changing the donations form to first ask ‘why are you making this donation?’ instead of asking straight away for contact details and marketing preferences, the conversion rate of the donation form has shot up from 7 percent on the old site to 29 per cent.
277% increase in donations in December 2014 compared to December 2013.
Right at the point of signing up for an event, people can now start their own teams and create an account to manage everything leading up to the event itself. The site also integrates with the Just Giving API so fundraising pages can be created automatically, making the entire process preparing for an event easier for both staff and fundraisers.
74% increase in event registrations in April 2015 compared to April 2014.
Connecting 170 Furniture and Electrical shops online
Donating furniture and electrical goods on the old website used to involve manual work by staff and a confusing form for users. Now people can fill in a new intuitive form – leading to over 20,000 donation requests in March 2015 alone – and the site automatically routes their request to the correct shop where the shop staff can complete the transaction.
40% increase in goods donated (worth roughly £1 million) in March 2015 compared to March 2014.
Getting help faster to the people who need it
With enhancements to the site search, interactive maps, and the publication library, it’s fast and easy for people and loved ones affected by heart disease to access heart health services and guidance. The BHF’s own publication ‘Heart Matters’ has also been digitally transformed, including free online tools and calculators.
25% increase in sign-ups to Heart Matters in April 2015 compared to April 2014.
Transforming the BHF itself
BHF’s 2020 Strategy puts funding medical research to fight heart disease as top priority, so further business process automation is already being rolled out. The BHF is also decentralising its digital team, adding digital specialists across the entire organisation. This is helped by new workflow processes on the site, providing the BHF’s 40 editors with an easier experience creating new content.
Launching next on bhf.org.uk: Enhanced personalisation and account features
Lindsay Herbert, Global Head of Digital, Precedent
Tel: +44 (0)20 7426 8900
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