Building consensus for major changes using data and storytelling
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The document discusses lupus, a chronic auto-immune disease primarily affecting women, particularly women of color, and highlights challenges faced by the Lupus Foundation of America in engaging audiences through their website. It presents an opportunity to improve health education content with a new website design aimed at increasing user engagement and accessibility. Key takeaways emphasize the importance of understanding current positions, utilizing data effectively, and focusing on deep engagement with educational resources post-launch.
Building consensus for major changes using data and storytelling
- 1. BUILDING CONSENSUS FOR MAJOR CHANGES USING DATA AND STORYTELLING ANNE BERLIN DIGITAL COMMUNICATIONS MANAGER LUPUS FOUNDATION OF AMERICA LUPUS.ORG @ANNIEPOOHSTER
- 2. WHAT IS LUPUS? Lupus is a chronic auto-immune disease that can damage any part of the body (skin, joints, organs). It primarily impacts women of childbearing age (15-44), but it also occurs in men and children. Women of color are two to three times more likely to develop lupus than Caucasians. The causes are not well understood, but researchers currently believe lupus is triggered by a combination of genetic, environmental and hormonal factors.
- 3. THE CHALLENGE Engage activists Collect donations Educate patients Build cause awareness Issue research grants A website trying to serve too many audiences:
- 4. THE RESULT: FAILING TO CAPTIVATE VISITORS 73% BOUNCE RATE (MOBILE) 30% RETURN VISITOR RATE 1:26 AVG SESSION DURATION (MOBILE) 1.8 PAGES PER SESSION (MOBILE) Source: Traffic to lupus.org Google Analytics Behavior All Pages Jan 1-Dec 31, 2016
- 5. INBOUND TRAFFIC BY SOURCE Email 16% Social 5% Other 4% Search 75% 26% were first-time visits to only 5 of our 600+ health education pages 15% of search visits just for one resource: "what is lupus?" OF 18.2M PAGEVIEWS IN 2016: Source: Traffic to lupus.org Google Analytics Acquisition Overview Jan 1-Dec 31, 2016
- 6. THE OPPORTUNITY Grant funding to develop a new website just for our health education content New design and UX focused on one key portion of our audience
- 7. DRIVING PRINCIPLES Increase visibility and utilization of essential health information beyond the "big 5" Captivate users as evidenced by: longer visits higher page views more return visitors
- 8. MAJOR CHANGE, REPORTING FOR DUTY Diagram created using free process mapping tool draw.io From organizing resources by project and format to organizing by topic From posting resources in one subdirectory, forcing the user to dig and click, to a repository of resources that surface in multiple contexts From sections of the website "owned" by different departments to co-stewardship of content
- 10. National Resource Center on Lupus Introducing the Launched to the public on March 20 Check it out at resources.lupus.org!
- 11. TAKEAWAYS BEGIN BY UNDERSTANDING WHERE YOU ARE, WHERE YOU WANT TO BE, AND THE KEY TECHNICAL IMPEDIMENTS BE WILLING TO MAKE THE CASE WHEN IN DOUBT, GATHER MORE DATA; EITHER YOUR OWN OR BENCHMARK/COMPETITOR DATA MAKE THE DATA VISUAL, USE IT TO TELL A STORY OF YOUR USER'S JOURNEY
- 12. POST-LAUNCH SURPRISE: SITE-WIDE SESSION DURATION If our goal is deep engagement with education content, desktop returning visitors are an important secondary audience to consider