The old website was confused, unclear and broken in large areas. Journeys were difficult and required a sales person (distributor) to guide a customer through it. But few distributors used the site. The online application process was confusing (only 12% of sign ups came online) and abandoned cart levels and mistakes on the application form were high. We also knew that only a third of customers were taking 4 services or more. Brands people buy into (especially if you are committing hundreds of pounds a month to AND in a market full of switch messaging) need to look credible. Money saving messages are better served with some warmth to ensure an emotional connection too. They weren’t.
Our new high performing website delivered stronger more direct messaging. We gave it much clearer signposting, more logical journeys and supported the decision making process with content and tools. Also we simplified processes and introduced the Savings/Simplicity/Service promise. Our design delivered dedicated product areas and progress charts. And a simplified, self-correcting and data verifying application form. The website was a huge success, it performed so well that the CEO called it ‘Game changing’. Our work moved 12% online signups to 75% (self correcting, easily navigable session based application form) and customers taking 4 services or more from 33% to 65% thanks to clearer messaging, stronger creative propositions, signposting and engagement – which comes down in no small part to a warmer, friendlier brand.