Variety moves from an organisational focused website to one that is audience focused


Custom website

Visit Website Client: Variety
Services: Consultation, Digital Strategy, Web Design, Custom Web Development, SEO, Project Management

The Challenge

Variety helps New Zealand’s sick disabled and disadvantaged children reach their full potential. They distribute funds to children in need of basic necessities, medical equipment, life changing mobility needs and essential learning opportunities.

Variety’s existing website was full of their organisation’s information, instead of promoting the hero’s of the story - the children in need, and the awesome volunteers who give of their time to raise money.


The Solution

The website is a core asset for Variety's communications so they appointed Digital Stream for a total rework which encompassed:

  • Making it easy for people to get involved and to support the work of the charity.
  • Promoting the stories of children who have been greatly impacted by Variety and their supporters.
  • Creating a highly functional CMS, responsive to the needs of Variety’s marketing and support teams.
  • Creating a new site blueprint resulting in a design and usability that addresses the audience needs.
  • Built in responsive design for all desktop, tablet and mobile phone devices.

The Results

  • Increased donations 
  • Increased volunteer engagement 
  • Improved site engagement with:
    • Longer than average site visit duration times
    • Reduced bounce rates
  • Better user experience on mobile devices:
    • Bounce rate of mobile traffic decreased by 20%
    • Avg site visit duration increased by 30%

Responsive Design

Enhanced Brand Recognition

Low Bounce Rate

miriam shaw linkedin

digitalstream really delivered and exceeded our expectations. They helped us every step of the way to create for Variety a user friendly and audience focused website. This is our main marketing tool so it was important to get it right. Through their sound process and strategic approach they brought many ideas to the project, which in turn produced a great result. The new site is much simpler to use for our various audiences because of its design and its mobile friendliness. Also for our internal team with the easy to use CMS it’s reduced administration time. Thanks to digitalstream we have a great looking and effective site that we are proud of.”

Miriam Shaw
Marketing and Communications Manager, Variety - the Children's Charity


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