Leading sports betting brands losing on average 74% potential customers

Leading sports betting brands losing on average 74% potential customers

Leading online sports betting providers are losing between 66% and 84% of their potential customers during their online orientation, results found in a recent study by Global Reviews.

In a fast-paced market where competitors could easily snap up a customer that should be yours, it’s key to understand what drives clients to choose a brand.

So why are online sports betting providers losing target online customers that they should be winning?

sports betting lost opp

Betting options that are easy to understand is one of the key drivers for potential bettors. This might seem obvious, yet we discovered that the majority of providers do not offer enough clarity at this key stage of the journey and as a result see prospective customers placing their bets elsewhere.

From the five leading brands in the UK, William Hill outshines its competitors by losing the least customers during their research phase. However, with a loss of 66% of prospects there are still huge opportunities to win more of these customers.

With our unique research programme, Fruition, we uncovered the reasons why.

We observed 360 regular bettors who researched over 32 sports betting providers during the discover stage of the journey, who then narrowed it down to a shortlist of preferred brands and ultimately a final preference.

We conducted a detailed analysis of the five most popular brands of those surveyed, outlining what impacts their success online and how well the providers are doing in-comparison to their competitors.

To find out what best practice in betting options looks like watch our webinar with exclusive insights that will help to optimise conversion.

  • What lost opportunities cause even The Big 5 to lose customers?
  • What are customers’ key drivers when choosing a provider?
  • Who’s losing customers to whom?

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043
E:         hannah.farrington@globalreviews.com

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Why UK mobile providers are losing 29% of consumers who initially preferred them

mobile phones

68% of consumers have a preferred brand in mind before they begin their research into mobile phone providers. However, top mobile providers, EE, O2, Tesco Mobile, Three and Vodafone are losing an average of 29% of those consumers who had initially preferred them.

Where did this 29% go and why were they unable to retain them?

Recent research from Global Reviews looks at just how much these initial preferences influence which brand consumers eventually go on to select as their preferred provider to purchase though.

Although Vodafone were only able to retain 63% of those who initially preferred them, they were able to convert an impressive 17% of consumers who had no initial brand in mind prior to research. To make up for the loss of those who had initially preferred them, they were also able to steal 11% of those who had initially preferred someone else prior to research.

Firstly, we will look at why Vodafone are losing 37% of consumers between initial and final preference.

When researching mobile phone providers, 41% of consumers are using aggregator sites. Whilst this works in the favour of smaller brands such as GiffGaff and iD Mobile in that more consumers shortlist them if they’ve visited an aggregator, it seems that aggregator sites are having a negative effect on Vodafone to the point where far fewer people are shortlisting Vodafone if they went to an aggregator than if they just used search and brand websites.

Shortlist preferences

So why are Vodafone losing consumers through aggregators and what is helping them convert the consumers they were able to get?

The #1 reason consumers finally preferred a brand was because they had the best deal/offer(s) to meet their needs. However, this was not the case for those who selected Vodafone. Vodafone may not be able to match the deals offered by other brands, but they still need to be able to clearly communicate what they have to offer and why they should be chosen over another brand. Instead, previous use was the top reason why consumers finally preferred Vodafone over another brand. So whilst they may not have the best deal/offer, they are strong in the area of brand loyalty.

Vodafone final preference

Meanwhile, Tesco retained 73% of those who initially preferred them, but was only able to pick up 7% from other initially preferred brands and 9% from those who had no initial preference.

As can be seen in the following chart, Tesco has a lot going for it. They’re chosen for their deals, easy to understand products/offers and boosted along with their loyalty programme. The question then is why are they unable to convert more customers?

Tesco final preference

The reason is site visits.

Compared to the other big brands, Tesco are getting very few customers visiting their site during the initial research phase. They’re managing just a 14% visit rate compared to the 30% of EE and O2. If Tesco are not able to drive people to their website, of course consumers won’t choose them unless they’re already aware of all that they have to offer. Therefore, getting people on site should be a key priority for Tesco.

These are just two examples highlighting the ways in which consumers research and select a brand to purchase a mobile phone plan through. Each brand has its own unique story and Global Reviews is the only place that can tell you how each of these stories go. If you would like to know your brand’s story and see how it compares to your competitors, contact us today.

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043
E:         hannah.farrington@globalreviews.com

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Major motor insurance brands losing 81% of “converted” prospects during online purchasing process

motor insurance

81% of customers shopping online for motor insurance decide on a preferred brand early in the process, only to swap to a competing brand at the final purchase stage. This revelation comes from new data just released from digital conversion intelligence company Global Reviews.

After digitally measuring tens of thousands of behavioural data points from online shoppers in the market for motor insurance, Global Reviews found that the major brands are effective at deploying large marketing budgets to build top-of-mind recall. However, these same brands lose hard-won prospects during the purchase process as a result of uncompelling offers, a lack of access to information, and badly designed conversion pages. These “lost opportunities” were most pronounced at Direct Line, but most major brands also suffered this loss to some degree.

Sankey screenshot

Click to view rollover diagram

In part, the extreme customer attrition is caused by the growing reliance of digital teams on site-centric, single data sources. These packages focus almost exclusively on the company’s own website, thus reducing their ability to view and respond to overall competitive market dynamics. Whole-of-market visibility is one of the major advantages driving the rise of aggregators who exploit their competitive intelligence to intermediate brands and dictate pricing and preference.

For example, consider that Aviva is a well-known brand with high unprompted recall. The Global Reviews analytics discovered that this strong branding led Aviva to be the initial stated preference of a large number of customers, and yet during the purchase process, Aviva lost a substantial number of these hot prospects to lesser known brand, Churchill. To quantity the difference, Aviva’s Lost Opportunity score was 72%, representing a huge loss of revenue and an escalated customer acquisition cost (CAC).

This high Lost Opportunity and the success of Churchill in dynamically churning hot Aviva prospects during the purchase process is unexpected. Global Reviews data revealed that initially, in-market consumers start their purchase journey with an emotional view of Aviva as a reputable brand with great prices, products which match their needs, good customer service and a website that is easy to use. Churchill on the other hand is perceived as undynamic and being behind the technology curve.

However, once their shopping process has begun these consumer perceptions quickly change, and Churchill consistently delivers “delight”. In fact, astonishingly Churchill ranked first across all competitors as the most preferred brand at the end of the research phase of purchasing. Global Reviews can reveal that this was driven by an online narrative focused on demonstrating a range of products and offers designed specifically to suit individual customer needs. The navigation data also revealed an information architecture that made it simple to find key information on their website.

Online customer journey

Customer Journey Mobile Motor

Watch our webinar to learn more:

If you would like to book a private conversation to learn more about these or any other Global Reviews insights please contact:

Gerard Farrell
Head of Product and Client Advisory
gerard.farrell@globalreviews.com
+44 (0) 203725 8260

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How well do health insurers encourage online application?

apply online

Recent research conducted by Global Reviews shows that the Australian health insurance industry is failing to provide consumers with a reason to apply for a policy with them online.

The majority of people who are researching health insurance online, also wish to purchase the policy online, however, there are 3 key elements missing from most websites that encourage consumers to purchase online whilst providing them with security and privacy. These elements are:

  1. Poor new/existing customer handling
  2. No promotion of the benefits of purchasing online
  3. Security and privacy features and functions being neglected

There are numerous opportunities within the application form stage that many health insurance providers are missing out on. By enhancing the process, brands can come to deliver an optimal online experience that not only helps the consumer feel secure, but also gives them a reason to recommend the brand and site to others.

During the most recent research, AHM was the only brand actively promoting the online channel for application by providing an incentive. At the time of writing this piece, AHM was offering savings up to $200 for taking out a policy online. This simple offer gives consumers a strong incentive to purchase a policy online prior to the offer expiring.

ahm Health Insurance Cheap private health insurance

Whilst incentives are one good way to encourage online application, they are not necessary. Other methods can be used to encourage consumers to begin the application form online such as highlighting key benefits and conveniences including:

  • Ability to apply any day, any time
  • Complete the form in your own time
  • Faster applying than other ways – no wait time

Another key element in this phase is in managing expectations by addressing the following common questions:

  • How long will it take to complete the form?
  • What information will I need to provide?
  • Will the company respond to my application and how?
  • Are there any terms or conditions I should be aware of?
  • Will my information be kept secure?

Surprisingly, most health insurance websites are failing to answer these questions prior to consumers beginning the application. It’s not until they’ve already begun the process that some of these questions start to get answered.

Although there are still a few questions that go unanswered, GMHBA is currently one of the few who answers any of these questions at the quote stage. Prior to clicking through from the quote to the application form, consumers are told how long the process will take and what details they’ll be required to supply. If the consumer doesn’t have 5 minutes or their Medicare and bank cards on hand, they’re given the option to email the quote to themselves so that they can complete the application form at a later stage. This lessens the risk of losing the consumer to someone else if they’re not able to apply right away.

GMHBA Private Health Insurance

Meanwhile, within the application form itself, it is more common to see brands addressing these questions. BUPA is a good example of a brand that helps set some expectations within the form as well as providing support options and demonstrating a sense of security.

  • At the top of the form is the Norton security symbol to give consumers a sense that their information will be kept secure and it is safe to complete the form.
  • Alongside the symbol is an outline of the stages of the form. Whilst an estimated time for completion is not provided, consumers can still easily see how far along the process they are.
  • Below the cost is a box which outlines what information is required to complete the form.
  • Finally, contact details are provided in case the consumer requires further assistance. This includes call centre operation times to advise consumers when they can call.

PHI BupaBy answering some of the key questions listed above both prior and during the online application process, it will help to give consumers a reason to not only trust the brand, but also confidently complete the application online. Both of these reasons can go a long way when it comes to building a relationship with the consumer. Once a consumer is happy and confident with a brand, they will be less likely to go elsewhere and more likely to recommend that brand to others.


To find out more about this research or to ensure your brand is included in our next round of research, contact us today:
Tony Carveth
Senior Commercial Director
tony.carveth@globalreviews.com
+61 3 9982 3400

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6 tips to optimise conversions in the online casino market

Casino programme

In November 2016, we tracked and surveyed 200 consumers to better understand their processes when it comes to finding an online casino site to play on.

Before gamers conduct any research into the best site for them, as many as 75% have a preferred brand in mind. This is typically driven by having used them before in some capacity as reported by 68% of those with an initial preference. This is followed by 54% who said that they are a current customer and 49% who have trust in the brand. Brand loyalty and the comfort of using what you know are key influences in who a gamer is considering.

However, there are factors along the research journey that can impact this initial decision.

The first step for 91% of gamers when finding a site to play on is a search engine. For many consumers, search engines such as Google are a natural starting point for most, if not all, online activities. It is within the search results, gamers are then exposed to a range of brands and any specials/deals on offer. Whether they are driven by the brand name, the games available or available deals, gamers then move on to a brand’s website where the online experience begins to influence the decision-making process.

They say that first impressions last. This rule applies to websites as much as anything else. In fact, 38% of gamers stated that the visual appeal of a brand’s website played a part in the final decision making process. If a website is not aesthetically pleasing and does not provide a layout and navigational path that is easy to follow, then gamers are going to find it too difficult to use and go elsewhere.

Throughout the research and decision making journey, the online casino industry has many ups and downs as the balance of product, price and experience plays its part on the decision-making process. Each brand has its own strengths and weaknesses throughout the journey whether that be in revealing and detailing games on offer, explaining game play options or registering for an account online.

Global Reviews

So, how can casino game providers improve the customer journey and ultimately increase conversions? Here are our top tips:

6 ways online gamingEach of these tips not only applies to online casino sites, but across all product and service websites. These are universal requirements to ensure a strong online customer experience and aid in online conversions. By implementing these elements, a brand can go from sitting in the middle of the pack, to creating an online experience that sets an example for the rest of the industry.

To watch the full Casino webinar click here 

Originally written for SBC News: http://www.sbcnews.co.uk/features/2016/12/20/global-reviews-tips-optimise-conversions-online-casino-market/#ixzz4W4ERcqlw

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your Casino brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Commercial Director
T:         +44 (0) 203725 8260
M:        +353 (87) 1263043
E:         hannah.farrington@globalreviews.com

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The Meme Collider?

meme collider

In 2012, 174 meters below the Franco/Swiss border in a circular tunnel stretching 27 kilometres, the Higgs boson was discovered, through particle collision. It is through the observation of the by-products of these collisions that scientists and researchers are growing our understanding of the universe.

Can we apply the premise of collision to commercial business models; and through observing the by-product, understand the drivers of social and commercial evolution? May we be able to gain a greater understanding of what CX and customer expectation will look like 5 or even 10 years from now?

If we take, for example, Schiphol airport in the Netherlands who provide parking spots and collided it with the business model of a car rental company who invests in car fleets to rent out, what might we observe? Would we discover a company like ParkFlyRent who pairs departing passengers with those who wish to leave their car at the airport for long periods with inbound passengers looking for a car to rent? The pair never meet but trust is established.

Consider the shape of the ‘peer to peer’ model against this ‘peer to business to peer’ model. What is the role of the business? Is it to provide convenience, to provide a marketplace, or something else?

The ability to throw two markets together and turn them into one without affecting people’s access to mobility is surely the premise upon which market places exist.

Convenience is not key. While it may remove friction in terms of customer experience, it may also remove the customer experience altogether i.e. trust, relationships – the human element.

We are moving towards a world where marketplaces are becoming the dominant place for economic transactions. In the past the marketplace may have been defined as ‘an arena of commercial dealings’. Today these new market places facilitate micro-entrepreneurship that only thrive on positive feedback.

Let’s be contentious, let’s say that insurance companies don’t reward their customers with fair play and caution. When the insurance industry collides with a community based model like a social network, what would we observe?  German Insurance broker Friendsurance.de provide a group based claims cash back bonus structure. They group people online who have a similar insurance policy and if no claims are submitted, the members of the group get a cash bonus at the end of the year. For two consecutive years more than 80% of the consumers who took advantage of the claims free bonus received a proportion of their premiums back. Both the insurance companies and the customers can win.

I suggest that all of these examples come from a quickly growing meme which is the consumer viewpoint of what brands are describing as digital disruption: the collaborate consumption economy. Rachel Botsman, in her TED talk, discusses the fundamentals behind the concept of the collaborative economy and predicts that it will evolve every commercial industry that we know today. In the collaborative economy, trust and relevance are the key drivers and what digital has brought to the table is the ability to build trust without having to meet someone.

It is interesting to note that the definition of a community is “the condition of sharing or having certain attitudes and interests in common”.

Is this collaborate-economy an evolution or a revolution of the marketplace? Is the secret to meeting its challenge to reconsider the linear, consumer to business based model and look to the cluster based community model?

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28% of consumers are unable to find the product range on mortgage websites

mortgages

In June 2016 Global Reviews observed and measured 400 consumers as they sought after a new mortgage provider online and found that 28% of consumers are unable to find the product range on mortgage websites.

The ability to quickly and easily locate and compare product options is an obvious top need for consumers when researching products online. This is no exception for those looking for a new mortgage provider so it’s a concern when so many consumers are struggling to complete what should be a simple task.

Consumers on the ING Direct website had the highest effectiveness rate with 81% for navigating from the homepage to an area dedicated to showing the product range. They were closely followed by CBA with 80% and Heritage Bank with 78%.

Success rate for locating product range

Given their high success rate, it is not surprising that consumers on the ING Direct website had a much higher level of satisfaction in completing the task with a score of 86%, against the industry average of 75%.

Whilst having a direct and clear navigational path from the homepage to the product page is vital, it is equally important to deliver on content once consumers arrive on the page. This includes adequately detailed information, product comparisons and tools to assist the consumer in finding the best product to suit their needs.

Comparing product options

On average, consumers rated the comparison capabilities of mortgage providers at 75%. The ease of comparison was rated at 71% whilst the interactive elements within the comparison tools only averaged a best practice score of 40%.

NAB was the worst performer with a score of just 44% for how easy it is to compare options. Meanwhile, St George and CBA lead the industry with scores of 81% and 80% respectively ahead of an industry average of 71%.

Ease of comparison

Some of the key features the top performers include on their comparison page that help to boost their scores are:

  • Detailed information including whether or not an offset account is available for the product.
  • Information as to whether redraw facilities are available.
  • Displays definitions of industry specific jargon or displays a link to a glossary
  • Ability to compare all accounts in a single location
  • Displays interest rate information for each account
  • Ability to print the comparison table

Minimal tools for matching products to needs

To find the product that best suits their needs, consumers could read about each product individually or look at a comparison table, however, these methods do tend to rely on a certain level of understanding of how the product works. Something that especially those new to the market would have difficulties in doing successfully.

The solution? A needs matching tool.

Five of the eight brands assessed in this study do not offer such a tool and therefore rely on a certain level of knowledge and understanding from the consumer. A risky move given 17% of consumers said they would leave the site and go elsewhere if they faced difficulties on a site.

The three companies within the industry that do use a tool to assist consumers in deciding which mortgage account is right for them are CUA, ING Direct and NAB. By including a tool to assist in needs matching, these brands scored well ahead of the industry average of 36%. CUA scored 67%, ING Direct scored 62% and NAB scored 50%.

Needs matching content scores

A needs matching tool doesn’t have to be extravagant. The use of guiding questions is a simple way of leading consumers towards a product most relevant to their needs. Obviously the more interactive elements and detail the tool includes, the more confident consumers will be in knowing that they have selected the right product to meet their needs. Given how few brands are offering such a tool, even the basics will deliver a better online experience than having no tool at all.

Taking out a mortgage can be a daunting enough task without the added stress of trying to navigate and understand details on a brand’s website. By providing the right information in an easily digestible format, brands can help consumers feel more confident in their decision and therefore instill a stronger sense of trust in the brand.

Mortgages report 2016

 

For more tips on how to improve the online customer experience, download our FREE report.

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How can casino game providers improve the journey…and conversions?

Casino programme

Global Reviews recently ran a hugely successful webinar for the ‘Casino’ sector. Below are some key findings but if you would like to find out more click through to the full webinar here.

The casino customer – what do we know about those looking for a casino game to play? 

Casino PlayersGlobal Reviews’ first wave of Fruition research on the casino market revealed that:

  • 91% begin their gaming journey on a search engine.. so it really is !all to play for”!
  • 56% then move from a search engine such as Google to a brand website. Casino brands should ensure their SEO strategy is focused on this customer journey.
  • 75% already have a casino provider in mind before researching.
  • A casino players’ final decision rests on whether they place ‘trust’ in the brand.

Who is winning at the research stage? 

At the research stage, more than half of the casino players who took part in our Fruition research ended up on these Top 4 sites:

Top 4

What were the reasons for final preference for the Top 4 brands? 

Final Preference

Trust and having used the brand before are the main reason for customers when finally choosing a casino provider. Having a website that is visually appealing and providing plenty of options to choose from are also critical.

There are ups and downs along the casino customer journey! 

There are significant ups and downs along the customer journey. Casino providers certainly don’t make it easy. Industry-wide, ‘Channel Selection’ is a low point.

customer journey

So, how can casino game providers improve the customer journey and ultimately increase conversions? Here are our top tips: 

  • Encourage join up
  • Show users WHY they should choose to game with you
  • Show users how EASY it is to play
  • Enable some FREE play on your site
  • Use multiple navigation routes to get players to game quickly and easily – navigate by ‘types of game’, ‘level of jackpot’, ‘name’ and ‘ease of play’
  • Support channel selection by incorporating contextual help and support, including throughout the registration process

To watch the full Casino webinar click here 

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your Casino brand would like to be included in our next round of FRUITION research, please contact: 

Hannah-Rose Farrington – Commercial Director

T:         +44 (0) 203725 8260

M:        +353 (87) 1263043

E:         hannah.farrington@globalreviews.com

 

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Telco Blog Series: UK mobile providers losing customers at a critical stage, ‘online purchase’

UK mobile phone providers

Global Reviews recent Telco Digital Effectiveness study revealed that the two critical stages which cause customer frustration and abandonment are navigation  and online purchase.

Telco brands in the UK are losing at the ‘online purchase’ stage, just as their ideal customers are about to buy from them.

Online Purchase

Once again the basic needs of the customer are not being met at the ‘Online Purchase’ stage.

  • Security
  • Help
  • Privacy

Best Practice: Carphone Warehouse and the need for a ‘consistent basket’ 

Carphone Warehouse was the top scorer for the ‘online purchase’ stage of the customer journey. Help is offered to the customer at every step of the online process. ‘What you will need’ at the checkout, encouragement to buy and also details about what you are buying are featured at every step of the process. The customer is reassured at every step of the process that they are buying the right thing.

Carphone Warehouse

A comprehensive FAQ section offers help and advice relating to the customers’ order, not just general help and FAQs.

What does Carphone Warehouse do to help their customers through the online process?

  • Help through the process
  • Reassurance
  • Encouragement to buy
  • What am I going to need? for the checkout

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your Telco brand would like to be included in our next round of research, please contact us: 

Hannah-Rose Farrington – Commercial Director

T:         +44 (0) 203725 8260

M:        +353 (87) 1263043

E:         hannah.farrington@globalreviews.com

 

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Telco Blog Series: Poor navigation frustrates UK mobile customers

UK mobile phone providers

Global Reviews recent study on the UK Telco market looked at how consumers research and buy a mobile phone, sim card or plan to suit their needs online. The Digital Effectiveness study found that UK mobile providers make the process difficult and confusing for consumers. Poor navigation is one area in which mobile providers are failing their customers.

How are UK Mobile Providers performing? 

Telco Industry Scores

The alarmingly low scores, the lowest being 48% shows us that there are key industry pains.

Where are the ‘Industry Pains’? 

Telco Industry Pains

‘Evaluating Options’ is a key pain for providers in the mobile industry. Essentially ‘Evaluating Options’ equates to “Have you got something to suit my specific needs”? for the mobile customer. In order for customers to be able to evaluate their options quickly and easily, and to find product and plan specifics, navigation needs to be addressed.

‘Online Purchase’ is also a key pain and is discussed further here. 

What do UK mobile customers want? 

  • A product to suit their specific needs at the end of the process
  • A phone on a contract that they can afford
  • An affordable PAYG contract
  • Simply want help to just understand their options

Poor navigation frustrates customers and hinders online purchases 

Task 1 – Consumers in our study were asked to find the cheapest 12 month SIM only contract with 2GB or more of data. This task can be replicated across all of the brands in the market.

Task One

  • Tesco Mobile had a 90% success rate, an 84% satisfaction rate and a 90% evaluation rate
  • In general, UK mobile providers perform poorly on this task.
  • The lowest performing brand had a 32% success rate, a 57% satisfaction rate and a 27% evaluation rate
  • 73% of customers for the lowest performing brand had an issue in finding what was asked in the task
  • Less than one third of customers managed to find the SIM only contract for one particular brand

Task 2 – Customers were asked to find the iPhone with the cheapest Pay Monthly price while having 16GB of storage and a front-facing camera

Task Two

With this task there was a lower success rate.

On average, 61 % of customers had problems finding the phone that matched the specified needs.

  • One brand had an 81% success rate, 70% satisfaction rate and interestingly a 52% evaluation rate
  • One brand in particular had a 0% success rate so nobody managed to find the iPhone on their plan

Voice of the customer suggests frustration 

UK mobile providers do not make it easy to find a particular phone or SIM plan and leads to much frustration amongst customers.

Voice of the customer

Best Practice – Tesco Mobile 

For task one, 90% of customers found the right plan on Tesco mobile with only 10% reporting they had problems doing so.

Tesco Mobile has a simple yet functional and informative table which can be ordered by the top tabs. Customers can decide what is most important and filter options in this way. The page also encourages completion by showing customers the steps along the way therefore encouraging them to buy and to compete the process.

Tesco Mobile

Best Practice – Spark Mobile 

Spark Mobile scored well when we conducted similar research in the Australian market. 52% of customers found success immediately.

A clear page title, relevant terms and labelling and prominent tabs all contribute to a greater task success. Plans and pricing were also clearly labelled from the homepage.

Spark Mobile

  • Tabs labelled according to needs – helps customers to quickly identify each plan type
  • Alternate colouring and bold text used on tabs makes them clear
  • Big, bold text to communicate price – an important factor when matching a plan to needs
  • Clear, consistent headings makes comparing the options quick and easy
  • Insight: Spark visitors encountered the least problems during the match plans to needs task
  • Good comparison tables assist with ‘needs matching’

Best Practice – EDF Energy 

We know that from previous Global Reviews studies, other markets, particularly those with complicated products such as energy retail perform well in these type of tasks. EDF Energy can be used as a ‘Best Practice’ example outside of the Telco industry.Navigation needs to be clear and also needs based. Mobile providers can learn from Energy Retail on how to easily help customers through the process.

EDF Energy

Global Reviews specialises in helping top brands worldwide convert more of their ideal customers online, through the use of the most advanced research methodologies. To find out more about how we can help you and your digital teams, or if your Telco brand would like to be included in our next round of research, please contact us: 

Hannah-Rose Farrington – Commercial Director

T:         +44 (0) 203725 8260

M:        +353 (87) 1263043

E:         hannah.farrington@globalreviews.com

 

 

 

 

 

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