CONSTITUENCY MAPPING AND GOOGLE OPTIMIZER CLAIRE DONNER SENIOR CAMPAIGNING OFFICER CANCER RESEARCH...

Constituency mapping and google optimizerClaire DonnerSenior campaigning officerCancer Research UK

‘The answer is plain’ campaign

– National campaign

– Consultation phase• Need to show volume of support• Low level action (sign a petition)

– MPs will be vital later in the campaign• Will need to use more local and personal

information to persuade• The opposition (tobacco industry) already lobbying

MPs

Friday, April 21, 2023Constituency mapping and Google optimizer

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Mapping supporter actions and quotes

Collecting the data

– Postcodes for mapping are in the first form– The action chain (note this changed at times as priorities

shifted):


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Petition action

53,597 people

Email a friend (also included social sharing

tools)4,938

Why do you support plain

packs?1,890 people

Mapping – the numbers

• Make sure postcode is collected as a mandatory field•Create constituency column for user records:• Edit the Default Supporter Record• Add ‘Parliamentary Constituency’ field (if mapping for MPs)


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• Click on Political (top right)>Data>Mapping

• Select the database you want to map with• Select the newly created Parliamentary Constituency field for

Organization (in the context of MPs, this means constituency)


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• Export the data for the campaign. The constituency will now be attached to all records with a valid UK postcode

• Export the EN constituency data set as a reference. • Run a COUNTIF formula for constituency counts

Note: Mapping will occur for the whole database. This can take the best part of the day to complete


My friends are all starting to smoke, this saddens me at how cigarettes are going to ruin their life, I've witness first hand the effects of cancer with my dad last year, i'd hate to see it happen to them.' Ryan.

Mapping – the quotes• All quotes will now be mapped by constituency• Manual sorting and selecting of best quotes for

constituencies• Formatting using Excel formula to add quote marks and

supporter name


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I have three teenage girls. The younger two are still quite impressionable and follow current brands and trends. I would hate for them to see cigarette packets as the latest fashion accessory and start smoking.' Kate

Results

• Letters to MPs outlining the campaign, showing how many people from their constituency had shown their support and including a quote from a constituent.

• Some MPs got back to us asking for the constituent contact details – so we know they were interested!

• One or two MPs sent us a letter to forward to constituents (as we were unable to pass the contact details without supporter permission)


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Google Optimizer

testing

One change – social proof thermometer


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•This has recently changed, for google experiments:• Duplicate the action you want to test in EN. Make the

appropriate changes to this duplicate action• Both actions should have the same follow on action/thank

you page• Go to the Google analytics for your pages and under

‘Content’, use click ‘Experiments’ and it will walk you through

Process


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•Social proof thermometer• Ran for 6 days on 3689 page visits• The version with the thermometer improved action

conversions by 7.56%

•Removing the ‘do you smoke’ question• Ran on around 2,000 page visits• Removing this question didn’t seem to affect

conversions (so we kept it!)

Our results

Claire DonnerSenior Campaigning Officer

Cancer Research UK

[email protected]

QUESTIONS?

CONSTITUENCY MAPPING AND GOOGLE OPTIMIZER CLAIRE DONNER SENIOR CAMPAIGNING OFFICER CANCER RESEARCH...

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