Alcoholics Anonymous
Alcoholics Anonymous (‘AA’) is a worldwide community with over two million members who attend regular meetings to stay sober and help others recover from alcoholism.
The challenge
AA came to Castlegate IT with a clear objective: to update their website to carry their message of recovery to four user groups – newcomers, members, referring professionals, and friends and family of alcoholics – while respecting the anonymity of all visitors.
Specifically, they wanted to make it easier to find and attend meetings, find out more about AA, and for members to additionally search for documents and navigate the online shop.
The solution
At the heart of the website we developed for AA, is a simple and intuitive visitor journey. A clear on-page hierarchy, consistent navigation, and prominent calls to action make it easier to find information about meetings.
We introduced a functionality that lets visitors search for a meeting by location, date, time and accessibility needs. Intelligent filtering presents this information on dedicated pages that can be bookmarked or shared. To deliver live meeting updates, we integrated the website with AA’s bespoke CRM API.
In support of AA’s high expectations for visitor anonymity, we audited and enhanced their privacy features sitewide, removing services with poor protocols.
It looks and works wonderfully well! Many thanks for such a successful launch and for being there through the thick and thin
Ranjan Bhattacharyya, General Secretary, Alcoholics Anonymous
The results
- Since the new website launched, AA has seen a 113% increase in organic traffic
- Average visitor engagement time has improved by 86% on the new site
- AA has reported a 91% increase in returning visitors since the site went live
