INTRO
TIMELINE: 4 YEARS.
MATERIALS: STICKY NOTES, PEN, PAPER, SKETCH, INVISION, PHOTOSHOP, ILLUSTRATOR.
TEAM SIZE: 1 UX/UI DESIGNER, 1 AGILE DEVELOPMENT TEAM, 1 Senior Acquisition & Cross Sell Marketing Manager, 1 Digital Sales Manager, Broadband & TV, 1 Head of home broadband & TV acquisition
UX Techniques Used: Customer Journey Mapping, User Personas, Site Map, User Flows, Wireframing, Prototyping, Usability Testing, Remote Testing, A/B testing, Multi-Variant Testing
BRIEF
EE has approximately 553 retail stores, and services more than 31 million connections across its mobile, fixed and wholesale networks.
EE's wanted to increase their broadband site conversion from 0.4% to 2% within a 3 month period to enable them to compete with BT, Plusnet, TalkTalk and other large UK quad play operators.
APPROACH/METHODOLOGY
The challenge was multi-layered as not only did the broadband site need an overhaul in terns of UX and conversion optimisation, it also needed to look at the omni-channel acquisition approach to driving visitors to the site.
After an initial review of the analytics and sales data it was clear that the PPC and affiliate channels were not performing as expected and there was a significant drop off between line check, basket and checkout pages.
The first step was to fix the funnel. Focussing on line check, basket and checkout pages we quickly identified some bottlenecks to conversion and
Using Optimizely we A/B tested the affiliate and PPC pages using personalisation and average speed data for the users area. This saw an immediate and significant increase in traffic and conversion
Focus on marginal gains across multiple touch points.
Start with a simple tests on a targeted landing pages, banners, emails and onsite main banners. Take learning's from the successful results to build more complex and sophisticated tests.
What:
Leverage our web analytics data. Look for pages/elements with the following: high traffic; low conversion rate; high bounce rate; and/or high visitor acquisition cost. In essence, we need to find areas where there is a lot of expensive traffic that is converting poorly
How:
Start simple. A/B testing of onsite and multi-channel elements: banner testing, email imagery, home page, landing pages, Social Media engagement etc.
Deliverables to make this work
Conversion, Insight and Data
Identify the most valuable areas to increase conversion by product, page and channel
Create hypothesis on areas we can test
Breakdown of ‘Other Referrers’ in acquisition report linking creative to value
Design, Marketing and User Experience
Three month rolling plan being created for A/B testing
Six week rolling plan needed for multi-channel
Process and resource plan to ensure continuous improvement
Start testing affiliate, email and onsite elements
Competitor Comparison page
Affiliate pages – design and content changes
Re-design of the site – implementation strategy i.e. a/b test page changes or big bang deployment
SEO audit – input of SEO agency into any new build
IP targeting – messaging to specific IP ranges for existing customers and targeting other ISP customers
Basket Abandonment retargeting – further tracking tags
Personalisation of purchase journey dependent on URL / Availability Check & possibly other mechanisms
Deep linking into basket especially for affiliates
Landing pages for campaigns & PPC
Analytics
Tracking codes and retargeting pixels on all key funnel pages
Reworking of main homepage banners and creation of versions to A/B/n test
EE TV Landing page
When EE launched EE TV we had a unique opportunity to increase the share of wallet of EE customers by offering a quad-play service (mobile, broadband, TV and landline) and compete with offerings of competitors.
EE TV, is a hybrid between Freeview and streaming services and while the EE TV platform isn’t as comprehensive as some of its rivals it is cheaper and has some unique features. It's only available with EE broadband and there are extra benefits on offer for anyone who also takes out a mobile phone package.
Adding a new service into the existing mix meant we could bundle products together and offer discounts. Keeping the content simple and having a single message per screen with a full page scroll allowed us to focus the users attention and add an element of storytelling to encourage interaction.
EE Bright Box router landing page
Landline plans landing page
Line-check
Line check is the first step in the conversion funnel and a step that saw a significant drop off in users.
To sign up for EE Broadband the user enters their postcode and if available their existing landline number, when submitted it returns the users with available broadband speeds and packages.
There were several issues with line-check that we needed to address:
It could take up to 30 seconds to return results
Produced unpredictable and un-rectifiable errors
Returned non-personalised results
Broadband speeds were predictive and not accurate causing frustration if maximum speeds were not achievable after install
Available packages
Clear presentation of available packages with all key information visible on one screen eased the decision making process.
Call plans options
Basket - Add-ons
Basket - quad play
Checkout
