Case Study – Dogs Trust Increases Footfall into their Centres with Remote UX Testing (A Digital Intervention)

 

Founded in 1891, Dogs Trust (formerly the National Canine Defence League) is the largest dog welfare charity in the UK. The charity rehabilitates and finds new homes for dogs which have been abandoned or given up by their owners. The charity offers many services to support animals and their owners but their priority is to find loving, permanent homes for pets their care. At any given time the Trust can house nearly 16,000 dogs at their different rehoming centres.

Overview

Problem:

The rehoming channel/pages on the site contained images & info about dogs seeking homes. However, to complete the process, users must attend one of their 18 centers.

This raised a key problem to solve:

• Online traffic was healthy but this traffic was not converting to actual physical visits to their centres.

• Thus the trust wanted to optimize

their website and understand the customer journey – ensuring the site drove physical visits.

Solution:

Batches of desktop tests conducted with the WhatUsersDo “real people” testing panel, divided into dog owners and non-dog owners & other demographics.

The tasks included:

• Testers were asked to track the user journey from first impressions on the home page to rehousing pages.

• Testers were instructed to conduct tasks whilst reading & acting upon key Dogs Trust content online.

Benefit:

Testing gave the Trust a complete overview of the their customer journey form online to offline. After analyzing the videos & reports the DogsTrust:

• Created clearer instructions online for their users to follow in the rehoming process.

• Optimized all aspects of their website through regular testing.

• Increased conversion on their site by driving footfall into centers.

• Introduced UX best practice within their organization through regular quarterly user experience testing.

“We value the WhatUsersDo “insight reports” you get with the testing – its so great to see the issues from actual user videos. The user experience testing service has been brilliant and helped us both revitalise and increase physical footfall through focusing on our digital channels and the role they play in the overall customer journey.”

Jacqui O’Beirne, Online Marketing Manager, Dogs Trust 

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