Case Study:

FREE SIM order page

Initially a small project kicked off by members of the UX and UI teams at T-Mobile because of falling conversion rates. Taking MVT discoveries into account the new version you see here was produced.

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Responsibilities

  • Creation of final visuals
  • Ensure brand alignment
  • Micro-project management
  • Usability assessment

Deliverables

  • Increased conversion
  • Richer User Experience
  • Increased S.E.O
  • Increased brand presence
  • Campaign elements

Case study summary

This page receives a huge amount of traffic from campaign activity, affiliates and links on the T-Mobile.co.uk homepage. We needed to make sure we were making the absolute most of this traffic and not wasting an opportunity through a confusing and poor customer experience.

Using Multi Variate Testing we found the most effective combination of visual elements and layout, looking to combine them to create not only a great customer experience but a high performing page also.

We took a fairly bold move and removed the left hand navigation, which left the main navigation in the site header the only way to navigate away from this page, other than closing the browser window.

This inevitably increased focus on the purpose of the page - to order free sim cards via the form, it also allowed us extra space to add extra impact via the campaign creative.

Normally I’m a sucker for style guides. A lot of time and effort goes into developing them and on the web consistency is key. So when we implement something a little different there has to be a really good reason behind it.

This particular page has so much magenta on it the usual smaller button style disappears in a sea of pink and light greys, not ideal for the main call to action. To address this we developed a new style of button to be used in such circumstances, built so its flexible and scalable we can now use this going forward to highlight any major calls to action.

Over a two week period the page saw a 50% increase in conversion and a lower drop off rate. This is combined with tapering off of above the line activity. 5 months later, conversion is up massively and consistent with drop off rates at an all time low for this particular page. Not one to rest on our laurels further plans are in place to optimise the page even more.

Work produced