From the outset, it was clear that there were 3 pieces of the strategy that would be integral.

The first being understanding the user journey and how users interact with the Butterfly Foundation website, the user experience and importantly with their objectives and actions on the website. The team created a user journey map and built events on the website around the key services to ensure a greater understanding regarding the path users take to come to the website, the length of paths and overall, how and what is working for them.

The second integral part was greater understanding of who their target audience was online, where and what content they were consuming digitally, and then building personas of each. These personas provided greater insight into who is actually their audience pulling in demographic, behavioural and interest insights.

The third piece of the strategy was clear identification of goals and actions on the website to track and measure. This played into the journey mapping, however, included some advanced analytics tracking that would provide insights and meaningful data.

Blending the user journey and target audience personas a digital strategy was created that would provide the foundation for future endeavours.

As part of the strategy was also restructuring 2 key channels being Social Media – Facebook Ads Manager and Google Ads. Taking insights gained from the journey mapping, audience identification and advanced tracking on the website Ardent was able to create great efficiencies in the accounts and campaigns whilst increasing conversion and conversions rates.