An accessibility-first website for everyone affected by glaucoma. Goal completions up 1,300%.
Glaucoma UK is the only UK charity dedicated to everyone affected by glaucoma. After its rebrand, as its charity digital agency we built an accessibility-first website for people with glaucoma, professionals, donors and volunteers, and goal completions rose 1,300% alongside improved tracking.
The results
Accessibility could not be an afterthought.
Many of the site’s users have glaucoma, so accessibility had to come first. The site also had to inform medical professionals, researchers, donors, volunteers, fundraisers and the press, and integrate with legacy fundraising and CRM systems.
Charity digital design for every way of seeing.
UX research, data and heat-mapping on the old site built detailed personas and projected user flows. We worked closely with the charity’s brand agency and third parties so the new identity and integrations carried through.
- High-contrast and multi-size variants of every page
- Navigation and on-page design prioritised for accessibility
- Full integration with fundraising platforms and CRM
- More robust goal tracking from launch
More people taking action.
Goal completions rose 1,300% with improved tracking in place, pages per session rose 8.6% and bounce rate fell 6.98%. Far less traffic now comes from outside the UK, and care, support and get-involved pages see much greater interaction.
