Case Study: The Leukemia & Lymphoma Society
Responsive Site Boosts Engagement and Conversion, Simplifies Content Creation
The Leukemia & Lymphoma Society is the world’s largest voluntary health agency dedicated to blood cancer, with 59 chapters across the United States. Like many other nonprofit agencies, its website was a big source of donation income, but its hard-to-use CMS and lack of responsive design were frustrating content creators and site visitors alike. Working with Centric Digital, the organization chose Acquia to replace it with a great digital experience that works seamlessly on all platforms and empowers site contributors.
The Leukemia & Lymphoma Society’s website, LLS.org, was built on an antiquated CMS that was no longer supported by the vendor. Because cost was a huge issue for the nonprofit, they opted to explore open source solutions.
The old site was 100 percent desktop focused, and did not offer optimized views for mobile and tablets. Analytics showed that mobile users in particular had extremely high bounce rates, which was a major concern. “Research and common sense told us that people will donate via mobile devices if they feel secure, but the fact that our site wasn’t responsive and looked clunky on anything but a computer didn’t give people the confidence they needed to feel comfortable making a mobile donation,” Shore explained.
Updating content also created issues. “Our old CMS was an app you had to download onto your desktop that was very cumbersome.” said Shore. “Editing copy was difficult enough, but if we needed to add an image or a logo, only our digital creative director still knew the CMS well enough to do that. These frustrations extended to the local chapter level—we heard on more than one occasion that making updates to chapter pages would take them ‘forever’ and that often, they would lose their changes due to the CMS timing out.”
Working with Acquia and the development team at Centric Digital, Shore and her team shepherded the LLS.org website from prototype to launch in nine months. Now, all 59 chapters use the platform to manage and update their pages, and the site is much more compatible with tablets, smartphones and other mobile devices.
“With Drupal, it’s so much easier—you just login to the website and navigate through to find the pages you need. You’re consistently logged in and don’t have to worry about errant time outs. Drupal has certainly made it easier to add web updates into our workflow. Content creation is much easier and it’s easier to delegate—the work doesn’t all land on one person. The site’s brand is much stronger and more cohesive,” she said.
Almost immediately after the launch, the LLS team started seeing impressive results. “A month after launch, we’re seeing 20% more sessions overall, with a 90% growth rate in mobile sessions, and 24% increase in tablet traffic. In addition, the overall bounce rate and engagement rates have improved, especially for mobile visitors. Bounce rates for mobile users have decreased by 14%, and pages per session for mobile visitors have increased by 15%, both indicative of an increased sense of engagement,” said Shore.
LLS plans to continue adding features and functionality to the site via the Acquia Platform, including launching an on-site blog and bringing their standalone campaign sites—like the Light the Night Walk and Team in Training initiatives—onto Drupal. “The idea is to drive more revenue through the site and to create a brand awareness. Being able to manage all of our sites from a central location will be a huge time-saver for us, and will help us streamline and reinforce our brand.”
- The Acquia Platform
- Drupal 7
- Acquia Cloud
- Acquia Elite Service