Driving Conversion Through Early Availability Checks
Company: TalkTalk | Role: Lead UX/UI Designer | Platform: Web
Embedded Files
Streamlining the broadband sales journey by introducing an upfront availability check (AC), enabling customers to instantly check which broadband products are available at their address – leading to a 25% uplift in users entering the sales flow and providing a measurable way to test impact on sales funnel progression.
Measures of success
Primary
Does having a prominent AC increase the number of users in the sales journey?
Secondary
Does using an alternative sales flow with less steps before showing users available packages, improve the quality of traffic into the checkout flow and increase checkout conversion rate?
Results
25% uplift in users getting into the Availability Check (AC) sales flow, indicating purchase intent
6.4% increase in checkout conversion with the new sales flow vs control flow
22% checkout conversion rate(CCR). This helped to deliver some of the best weeks in CCR performance
My role & contributions
Contributed to test plan, supported with user research and focus group sessions
Carried out competitor analysis
Created user flows / user journeys
Wrote user test plans / Reviewed and analysed user test results
Helped plan and coordinate focus group session
Worked closely with PO, Analytics team and Optimisation manager to define test strategy and analyse results
Worked closely with developers and QA
Collaborated with and informed design team leads of progress
Responsible for UX and UI design
Produced low and high fidelity prototypes
Defined design guidelines and UX rules for design system component
Iterated designs and defined future vision
Presented designs and findings to UX/UI team
Existing sales flow
Existing user flow that required optimisation
Competitor analysis
Relish
Vodafone
Sky
User testing
Design examples for second test, aimed to establish the quickest way for users to view broadband packages available at their address.
Availability check module in banner with modal journey
Expandable in-page availability check module
Approach
4 Rounds of remote testing to validate whether:
Customers would use AC
Most convenient / quickest journey
Findability of module and impact on rest of page
Validate previous findings with full user journey
1 Focus group to test usability of AC Module & journey:
13 participants (men and women aged 25-55)
Tested on Desktop and mobile devices
Tested with non-TalkTalk customers
Findings
Participants understood what the module did and felt reassured that it was available for them to use
Most felt that the module was in the right position on the page
Some felt that the speed within the results page needed better explanation
Participants felt that broadband products needed better definitions that customers could relate to
What was delivered
AC module placed onto all brochureware pages was tested and delivered
Optimised user journey
Results
25%
uplift in users getting into the AC sales flow, showing purchase intent
6.4%
increase in checkout conversion with new sales flow vs control flow
22%
checkout conversion rate (CCR).
Helped to deliver some of the best weeks in CCR performance
Reflections
Increase in users dropping out pre-checkout – This behaviour was expected with the introduction of a results page sooner to satisfy those users who were browsing with no intent to buy
Alternative results page analysis showed a high demand from users to better understand speed before deciding on a package
By introducing AC on the Homepage this affected traffic from other brochureware pages – Next optimisation test will assess impact when AC module is seen consistently across all Product pages
Google Sites
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