Children with Cancer UK take money three ways: donations, a shop, and a lottery and raffle. I built the discovery that opened the engagement and interviewed parents whose children had been treated.

Those interviews produced something the analytics could not. Much of what a family needs at diagnosis is practical help this charity does not provide. Bone marrow registration. Financial support. Services attached to a different cancer.

So the support section links out to Anthony Nolan and Blood Cancer UK, logos and all, from pages a donor might otherwise be sitting on.

Every dashboard metric gets worse when you do that. Time on site falls, exit rate rises, and it looks identical to a page that has failed.

Lottery users rose 55% in 30 days. That sits alongside several other changes made at the same time, so I would not claim it alone.