“True Clarity’s impressive team helped us – again – to deliver a website of the highest possible standard. Thanks to their input, Conservatives.com played a key part in helping undecided voters understand exactly how our plan would secure a brighter future for Britain while also empowering supporters to help the campaign in a number of ways. True Clarity’s commitment to responsive design meant that the site worked seamlessly across all devices, and their hard work in the months leading up to polling day meant the site was both stable and secure in those crucial final days.”
Craig Elder, Digital Director, The Conservative Party
What was needed
5 years is a long time in politics. In 2010, we helped the Conservatives build what was widely recognised as the best of the UK political parties’ websites but for 2015 we needed to adapt to a changing digital landscape.
In particular, the huge shift towards consumption via mobile devices meant we’d have to approach the election with a “mobile first” mentality, and work to deliver simple user journeys that worked as well on a phone as they did a desktop.
We also had to focus on delivering a tightly-focused website that gave two key audiences what they needed: helping undecided voters understand exactly what the Conservatives’ long-term economic plan meant for them, while also giving Conservative supporters the tools they needed to get more involved in the campaign.
And of course, we had to achieve all of this while ensuring the site could cope under the huge amount of traffic we could expect during the busy election period (and on polling day itself).
How we tackled it
A responsive site for a mobile-first audience
Working with the Conservatives’ in-house design team, we created site templates that worked responsively across all devices – be it phone, tablet, laptop or desktop. This had to be achieved without compromising site editors’ ability to quickly add, edit and remove copy, content and widgets as required.
Giving undecided voters the information they need
Just as it was in 2010, we knew that Conservatives.com would be one of the first places undecided voters would go to find out about the Party’s policies in the days leading up to the election.
Therefore it was imperative that the site focused on helping people understand not just what those policies were – but what they meant for them, their family and their area. We worked with the Conservatives to produce a series of interactive pages throughout the site that allowed users – upon answering questions on location, salary and so on – to find out exactly how the Conservatives’ plan would help them.
We took this approach as far as making the 404 page on the site an interactive “find out what our plan means for you” page to ensure even users who couldn’t find what they were looking for could learn what the Conservatives’ long-term economic plan meant for them and their family.
Making it easy for supporters to support
Of course, one of the other key audiences for a political party’s website is its supporters, and it was important that Conservatives.com gave them the tools they’d need to make the campaign a success. We worked closely with the Conservatives’ team to optimise three key user journeys – membership, donations and volunteering – to ensure supporters could complete these actions as quickly and easily as possible. This was a huge success, with the donation page in particular seeing a huge leap in conversion rate, leading to the Party raising more money in small online donations than at any previous election. In addition, the new Volunteer page played a huge part in helping to assemble the ‘Team2015’ volunteer army which played a key part in winning the election.
Finally, we worked with Dynamic Signal to put gamification at the heart of a new ‘Share the Facts’ section of the website, which rewarded Conservative supporters every time they shared campaign images and videos on their own social networks – significantly increasing participation and reach for each piece of content.
Conservatives.com played an important part in the Party’s overall election efforts, which saw them win 331 seats and an overall majority – confounding the predictions of pollsters and commentators alike.
The Party raised more money in small online donations than ever before, and also assembled a 100,000+ strong ‘Team2015’ volunteer army thanks to people signing up via the website.
‘Share the Facts’ was hugely successful, helping Conservatives supporters reach an additional 3 million people every week – over and above the direct reach of the Conservatives’ existing digital channels – by empowering people to quickly and easily share campaign content.
And perhaps most importantly, the site performed seamlessly on polling day (just as it had in 2010), meaning voters in key constituencies all around the country were able to get the information they needed.