If you’re looking for an example of a site which really translates the feel of an organization to online then this is it. The Zoological Society of London (ZSL) is a charity devoted to the worldwide conservation of animals and their habitats, and is a great example of how interactivity can bring products and destinations to life online.
From the moment you enter the site, the vibrant colours and callouts instantly draw you in, with features such as the use of video clips in the spotlight enticing the user to explore further – who wouldn’t be excited by a stocky komodo dragon pacing across their screen?
Of course the subject matter naturally lends itself to fantastic and engaging imagery, but in addition to this, the site really makes the most of varied content types and new technology to communicate their messages and provide a great user experience. Appealing to both adults and children, the range of features includes ‘ZSL TV’ video clips, online games and interactive books, the integration of Google Maps to show conservation project locations, and a whole load of other ‘cool zoo stuff’, all of which help ZSL to create a varied and engaging balance between fun and education. - An extension of the experience visitors to the zoo would get.
ZSL.org also manages to pack in a great deal of content, seamlessly covering both London and Whipsnade zoo, ZSL’s conservation efforts, research projects, and education work both within the zoo and the community. Login sections for registered ‘adopters’ provide additional content for added value and incentives, encouraging users to interact and to keep coming back to the site.
Being a charity, ticket sales and donations are vital sources of funding, and ZSL.org makes sure the organization maximizes the online potential. Throughout the site there are strong calls to action for their e-commerce features such as online animal adoptions, memberships, donations, ticket sales, and the gift shop. One-time registration for all of these services makes it easy for the user to interact and helps increase conversions. Tapping into the online market enables the organization to reach a far wider audience and provides an important source of revenue.
The potential of social media has not gone unnoticed either. The official ZSL Facebook , Twitter and YouTube pages are regularly updated, and boast a healthy number of followers. There is even a new free ZSL London Zoo iPhone app, featuring a guide to the zoo and interesting animal facts. Here is an organization that has invested a lot of thought into digital and is really making it work for them.
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Finally, let’s not forget one of the most important roles of ZSL’s online presence – increasing footfall to the zoo. Perhaps as a zoologist I am a little biased, but surely any visitor to this colourful and fun-packed site would be inspired to visit ZSL London zoo on their next trip to the UK.. : )
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