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Open Sanctuary

How Open Sanctuary Project Increased it’s Website User Engagement by 300%

About

The Open Sanctuary Project is a freely accessible, rapidly-growing digital guide for anyone looking to create and manage an animal sanctuary. The client was looking for a website redesign and Interaction Labs delivered way more than just a website redesign.

Industry

  • Animal Sanctuary

Platform

  • Content publishing / Resources
  • Non-Profit Organization
  • Website UX

Services

  • Data Analytics
  • UX Strategy
  • UX Redesign
  • Website Redevelopment
  • Server Migration

Tech

Our Approach

We analyzed the underlying bottlenecks and opportunities to optimize the user experience. We also looked at ways to improve content consumption and build a website truly geared towards conversions.

Challenge

  • Low User Engagement rate
  • Existing website ineffective to meet user needs

Outcome

  • Increased it’s Website User Engagement by 300%
  • Decrease in the bounce rate by 40%

Discovery and Ideation Workshop

After multiple conversations with the founders, a detailed UX Audit of the website and deep data analytics, we discovered some apparent and major challenges:
The website had a bounce rate of 75% which means the users navigate away from the website without taking any action.
Only 0.05% of the users scrolled to the bottom and subscribed to the Newsletter which was another indicator of low engagement
Page views per session indicated that despite high quality articles, the user interaction with the content was extremely low
Users scroll until 25% of the page depth on most pages of the website because the content is not visible in the top fold.

Site Architecture : Moving from Complexity to Simplicity

Farm Animal Care Guide

Framework to Run a Sanctuary

About the Open Sanctuary Project

The Outcome & Impact

  • The Interaction Labs team decided to revamp the site architecture of the Open Sanctuary Project to better organize and structure its content, encouraging positive user engagement.
  • The heart of the Open Sanctuary Project is its content so the focus was on organizing and structuring the content to encourage positive user engagement.
  • We placed content strategically at the top of each page to ensure that 100% of the users are exposed to the content on the website.
  • The content classification brought alignment at a macro level and set the tone to restructure the information architecture on the website. The redesigned information architecture laid the groundwork for an effective user experience.
  • We simplified the content and classified it into three key categories

Farm Animal Care Guide

Framework to Run a Sanctuary

About the Open Sanctuary Project

“We are so delighted with the diligence, patience, and cleverness of the whole team – not only does our new website truly help us put our best foot forward in the world, but it’s more functional, more aesthetically pleasing, and simply a better user experience for everyone visiting. We couldn’t recommend enough!”

Mckenzee Griffler

Open Sanctuary

Crafting a Seamless User Experience Through Intuitive Design

  • Created Mega menus to help users reach any key section with just one click
  • Article recommendations at the end of the page and on the right side of the article detail page
  • We added subscription hooks at strategic locations like floating CTAs at the top of the page to capture first-party data in the form of email addresses. to drive Newsletter Subscriptions. Header with prominent CTA’s to subscribe to the Newsletter and Donate.
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  • We created a unique Donation page that communicated the purpose and encourage the visitor to donate
  • An engaging About us page to communicate the purpose and connect with the audience.
  • We designed specific landing pages for different animal species to discover relevant articles on each species and a highly engaging Animal Care Page.

Personalized Iconography

Fun Facts About Cows

Did you know that cows can be rather pleased with themselves? No, really! Studies have shown that cows exhibit excitement and behaviors indicative of pleasure when they accomplish intellectually challenging tasks!
Like other grazing animals, cows have excellent spatial memories and can navigate and remember mazes quite well!
Cows can tell the difference between different shapes (such as a square and a circle), as well as different colors and different sizes of the same shape. Not only can they differentiate between shapes, sizes, and colors, but they can also discriminate between pictures of familiar and unfamiliar cows!

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Powering the digital presence & Groundbreaking Outcomes

  • Using Elementor, we translated the pixel-perfect Figma files into a highly responsive, mobile-friendly website.
  • We identified the key widgets and removed redundant plugins without compromising the adaptability and speed of the website.
As a result of revamping the website, Open Sanctuary website got a new lease of life and 300% higher user engagement.

Outcomes

These insights are generated using Google Analytics, GTMetrix, and Google PageSpeed.

300%

Rise in average session duration
These insights are generated using Google Analytics, GTMetrix, and Google PageSpeed.

189%

Increase in average pages per session

These insights are generated using Google Analytics, GTMetrix, and Google PageSpeed.

18.26%

Increase in the number of sessions per user

These insights are generated using Google Analytics, GTMetrix, and Google PageSpeed.

41%

Decrease in the bounce rate

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