XSUS
Our online store where customers can change, upgrade their package and, explore offers.
As the lead, I work closely with my team to continually optimise the store by testing our work with CRO, using SEO key terms for our landing and article pages. This feeds into our work to increase sales for Black Friday, ease for cancellation, IVR testing for customers wanting to change their package by calling, and helping attract customers to our best price online offers.
Cancellation
After much research we re-designed our cancellation journey. Ensuring a balance of helping a customer cancel while informing them of what will happen to their account, and what they will need to do if they confirm.
The challenge was condensing the information into a palatable form without prolonging the inevitable, injecting enough emotion in the hope that they return.
Black friday
Writing the messaging hierarchy, I was the point of contact for all teams using Black Friday content, liaising with all POs and designers.
Using clear, deal led copy, the intensity of the messages increased to match the escalating deals as we moved through the campaign.
IVR deflection
We ran a test to measure the effectiveness of signing in to our change package page using IVR (Interactive voice response) when they phoned. Comparing a hard and soft deflection.
Hard deflection customers still needed to sign in, while soft deflection automatically did this.
What we found confirmed our assumption. Customers were more likely to change their package through a soft deflection.
Best price online
We worked with CRO to test variations of banner copy for Sky Cinema deals. Searching for the most compelling design for customer to explore our offers online, rather than calling in and negotiating with our agents.
User research found those that led with active or personal copy ‘Save’ and ‘Your’ performed better.