Online application form
Telecom company -one of the top 10 in the country
The company tested how people select and order home internet services.
CUSTOMER CHALLENGES:
- High-quality traffic but low conversion rate.
- Strange browsing patterns through the website as seen in Google Analytics.
Research participants:
- 200 participants
- Users of home Internet
- Non-clients
- Living in large cities
- Equally divided between iOS, Android, and desktop users
Issues IDENTIFIED
- Various Information Architecture issues.
- Unclear options in the application form.
- The site Information Architecture was redesigned.
- The application form was shortened and reorganised.
- A new site prototype was tested.
Results:
+300%
Conversion rate
