Case Study: Macmillan Cancer Support achieves rapid mobile growth — mobile traffic to 29% and doubled time on page with RWS

Addressing the Growing Need to Deliver Content to Mobile

Macmillan Cancer Support, the UK cancer charity, needed to address a rapidly growing mobile audience and deliver a truly cross‑platform, tablet‑aware experience after early analytics showed mobile browsing behaved very differently from desktop. Faced with rising mobile visits and a content strategy that had to work across feature phones, smartphones and tablets, Macmillan partnered with SDL to rethink the site around mobile users’ needs.

Using phase‑one analytics, SDL redesigned UX and page flows and implemented server‑side device detection to render device‑specific, fast pages and a tailored user journey; the updated site launched in February 2012 with a quick deployment. In six months mobile traffic rose from 22% to 29% (a 32% increase), mobile page views nearly doubled from 12% to 22%, and visitors spent twice as long on pages, with Macmillan projecting mobile could reach 50% of total traffic.

Macmillan Cancer Support

Andy Nash

Digital Project Manager