Crimestoppers

Agency: Jaywing

In this case study, Jaywing explain how they helped law enforcement charity Crimestoppers develop its digital strategy 

THE BRIEF

Crimestoppers is an independent charity helping law enforcement locate criminals and solve crimes. 48 per cent of actionable information passed to Crimestoppers is done so online. As well as acting as a conduit for information between the anonymous public and the police, the site plays an important role supporting online donations, volunteering and regional crime information.

With smartphones and tablet devices increasingly prominent in the nation’s digital consumption habits, it was crucial that Crimestoppers’ future digital strategy embraced this change in user behaviour. After successfully winning a five-way pitch, we were appointed to design and develop a new, fully responsive and socially integrated digital presence.

OUR APPROACH

We anticipated that mobile devices would play an increasingly important role in how crimes are reported and designed the site with this in mind. By taking a mobile first approach, we helped Crimestoppers engage with audiences across all devices and future proof their online presence.

The site has two main users groups: members of the public and volunteers. We put these two user groups at the heart of the build and designed a navigation interface that is as easy to use on a desktop as it is on a mobile device.

The new site allows members of the public to keep their anonymity when uploading content and the new CMS makes the task of managing the site easier for the volunteers. We also reduced the number of items in the primary navigation to ensure ‘Donate’ stood out and so encourage visitors to make a charitable donation.

We completely redesigned the architecture of the site so the focus was on the information Crimestoppers wanted to present to the audience and not what content was available.

THE RESULTS

Visitors to the site are now looking at an average of 10 per cent more pages per visit and are spending 49 per cent longer on the site than before. The site bounce rate has been reduced by 22 per cent.

With the new, fully responsive site, the number of return visitors has increased, with mobile visitors being the most likely of all to return.

The reduction in the number of items in the primary navigation and the stand out of ‘Donate’ has helped Crimestoppers see an increase in online donations too.