Tesco Telecoms was established in 2003 and is already servicing over 1.5 million customers, focusing on making telecoms simple and accessible to all.
The Conversion Project:
The Conversion Analytics team within Latitude stepped up to the challenge of converting the Tesco Mobile Network Pay Monthly web page into a page within the Tesco Phone Shop website. Realising that CTR’s were higher from the Tesco Phone Shop website, Tesco were keen to have their pay monthly product as part of the Phone Shop website. Latitude took up this task in order to make Tesco Phone Shop the hub for all related Tesco products thereby making the user journey easier for customers.
Latitude’s team of experts carried out web analytics on the new page created. Through applying the key learnings gathered from this inital analysis, a Tesco Phone Shop branded version of the site was created.
The challenge came about when the creation of the Tesco Phone Shop version of the page did not demonstrate an increase in traffic or CTR’s.
The conversion analytics team then stepped in to put tracking in place so that the webpage could be improved to the optimum with the best CTR possible.
The teams detected some usability issues, for example the lack of clear call to actions and text heavy USPs in prime page real estate area.
Using Google Website Optimizer, the teams then created a Multi-Variant Testing (MVT) experiment in order to further fine tune the re-designed page. The experiment focussed on testing the call to actions and USPs
The winning page variation achieved a reduction in the abandonment rate by 24% which meant an uplift of 84% in the CTR in 4 weeks.
A combination of an initial page re-design to apply the new look and feel and branding of Tesco Phone Shop with an MVT to refine the new design proved to be a very successful venture.
Tools such as Google Website Optimizer allowed quick and data driven verification of design ideas.
The project has revealed that web design expertise together with web analytics information can help enhance the user experience and increase visitor engagement onsite.
- Abandonment rate down by 24%
- CTR up by 84% in 4 weeks
“Latitude used their Web Design, Web Analytics and Google Website Optimizer expertise to re-design and test our Pay Monthly SIM landing page reducing the abandonment rate by 24% ”
Digital Marketing Manager
Download the Tesco Telecoms Case Study.