It ain’t what you do it’s the way that you do it…

UX form design

…and that’s what gets results.

 

Here, at Global Reviews, we are always looking for ways to help our clients optimise their digital customer experience, from switching energy providers, applying for new bank account, or getting a quote for health or car insurance. The client result: insights that increase their bottom line.

One way of doing this is by making sure that the path to purchase is as easy as possible. In this blog I will focus specifically on form design.

In the last 18 months, Global Reviews has run over 60 studies that tested forms from over 300 brands, across a diverse range of industries such as, insurance, energy, higher education and finance, from brands in the UK, Australia, Canada and Ireland. From this research, we have found that there are four key stages to successful form design:

  1. Preparing for purchase
  2. Form features and functions
  3. Form Help and support
  4. Completing the purchase

Preparing for purchase

This is all about upfront expectation setting. Here are a few examples:

Don’t:

  • tell me I don’t qualify for this when I’m right in the middle of process
  • tell me it’s going to take three minutes when it’s closer to seven
  • leave me guessing as to what’s involved and what you might be asking me
  • tell me what I need to have when I need to have it

Do:

  • communicate eligibility criteria
  • be accurate with the amount of time it’s going to take
  • clearly explain the process and what will happen next
  • communicate upfront the information I need to have to complete the process

Form features and functions

This is all about the features and functions, the design patterns, that users will interact with. Firstly, we have the framework that the form components themselves reside in, for example:

  • Multiple steps
  • Single page
  • Progressive reveal
  • Conversation design

These aren’t necessarily mutually exclusive, but our tests show that some resonate better than others. Increasingly we are seeing many industries moving to a conversational design pattern in a bid to better match a product to user’s needs. This pattern was largely driven by legislative changes but increasingly business is realising it’s not about what products they have, it’s about whether I, the consumer, can get what I need with their products.

Then we have the components themselves, which interaction design pattern is better for example, when inputting the date of birth. While our studies don’t go down to testing this level of detail, we do review the forms of those who have high success, confidence and satisfaction scores, analyse what they are doing and compare them to brands who don’t perform as well.

Form help and support

This is all about how you promote self-service, provide interventions and give confidence to the user so that they continue forward. It covers areas such as error handling, security and privacy, help channels and exit strategies. It is often overlooked but can be the difference between someone competing that purchase or abandoning midway.

 

Completing the purchase

This is all about encouraging completion on the results page. Too often this page is overlooked and opportunities are missed to ensure that the user doesn’t abandon at this stage. There are a number of best practice approaches to increase the chances of conversion, such as:

  • Keep initial information simple but enable users to access further detail
  • Recall the benefits of applying online
  • Provide content which improves the perception of value
  • Cater to prospects who won’t buy online

From those studies there are a number of brands that stand out when it comes to designing forms. They do so because they have carefully designed their path to purchase so that it meets the criteria of those stages.  Here are some examples of how those brands are creating a better experience.

Preparing for purchase – Bank of Montreal, Canada

Bank of Montreal is a top performer, achieving 100% for features and functions for ‘Preparing to purchase’.

  1. Highlights brand differentiators
  2. Promotes reasons to choose the online channel to apply
  3. Caters to different audience needs
  4. Highlights benefits and reasons to choose the brandPreparing for purchase BMO

Form Function – Sonnet, Canada

Sonnet almost presents a one page form, the primary page captures key personal and product information, which is then prefilled into a second page with one or two extra questions. The prefilling of questions drives a quick and easy experience.

  1. Sonnet use only four free text questions in the entire journey. The majority of question types present are drop down, single select questions
  2. The second page presents 7 questions, 5 of which are prefilled based on previous answers

Form Function – Sonnet

Form Help and Support – Beagle Street, UK

Beagle Street provide integrated help and support during their quote process.

  1. Help and support content is tailored to the specific area of enquiry. Here, where users may want a detailed description of the differences in the types of cover, a video is provided is embedded into the help section
  2. A large ‘i’ icon directs users towards any help and support related to the page

Form Help and Support – Beagle Street

Completing the purchase – 123.ie, Ireland

123.ie are one of only two providers credited with the ability to view a summary of key information entered.

  1. 123.ie call out the online savings as a separate price – interestingly, 123.ie lead with the online saving price leaving the actual price further down the page
  2. 123.ie provide links to detailed explanation of the product

Completing the purchase – 123.ie

These are just a small sample of the insights we deliver to clients. If you’d like to know more about how you can optimise your digital experience, please get in touch with us.

 

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The advancing & stalling of banking mobile sites (& why Tesco Bank needs to change their site)

The advancing & stalling of banking mobile sites (& why Tesco Bank needs to change their site)

When rating the current accounts landing page on mobile banking sites, Tesco Bank is comprehensively outscored and their product pages are not performing much better. Navigation, appealing visual design and information are all considered by consumers to be lacking from the Tesco Bank site compared to what competitor sites are delivering. These key areas are all contributing to a low average score for Tesco Bank for landing page impressions.Tesco bank scores 7.14 in customer audit

 

A recent study with 170 consumers looking at user experience across UK current account mobile banking sites revealed that Tesco’s unchanging site is falling further and further behind competitors who are continually evolving their site in order to match consumer needs.

Our webinar looked at where Tesco has stalled and how competitors are advancing their sites. These insights will not only help you to avoid making these same mistakes, but also show you what the top performing brands from around the world are doing to ensure they aren’t also falling behind.

Presented by: Rebecca Jennings – Principal Client Advisor

If you enjoyed this webinar you might also be interested in our previous webinar: Why are Santander losing so many potential customers and how can you learn from their mistakes

Let is know what you thought about the webinar and have your say as to what we deliver next!

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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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Blog Series – The third critical stage for an effective mobile sports betting site – Adding a Bet

Mobile Sports Betting

Earlier in this blog series we discussed the first and second critical stages that need to be in place for a sports betting provider to have an effective mobile site.

Our Mobile Sales Effectiveness research, conducted in April 2016, put a sample of 450 “in market” bettors on the mobile websites of 16 different sports betting websites across Ireland, UK and Australia. The study highlighted that there are three critical stages along the mobile customer journey that need focus in order to decrease the level of lost opportunity that sports brands suffer from.

The three stages are:

  1. Initial Engagement
  2. Introducing Options
  3. Application i.e. Adding a Bet

The third and final critical stage is the application stage, or in the case of sports betting, ‘Adding a Bet’.

Adding a Bet 

Once a mobile customer has chosen their preferred betting provider and has found the event and odds relevant to them, the process of adding a bet is the final step on their online journey. It is at this stage that Global Reviews measures how easy it is for the bettor to add a bet to the betslip and the quality of support in place.

In our recent audit, Betfred scored highest for the task which was to add a £20 4-fold match result accumulator bet to a betting slip. Betfred scored 65% and had a satisfaction rate from bettors of 75%.

Why is Betfred winning? 

Betfred makes it quick and easy for bettors to add a bet to the betslip. Betfred navigates bettors to all of the upcoming matches and provides a simple process to select the accumulator.

Betfred

To sum up this blog series, here are some key recommendations for each of the three critical stages for an effective mobile sports betting site:

Stage 1: Initial Engagement 

  • Drive attraction and confirm you will meet bettors needs by building trust

Stage 2: Introducing Options 

  • Allow bettors to quickly compare betting options

Stage 3: Adding a Bet 

  • When bettors are adding a bet to the betting slip, feeding forward information is critical
  • Due to screen size restrictions it is very easy for bettors to become lost and abandon the journey
  • The colour and text of the betslip needs to stand out and clearly change when the betslip is amended

 

Global Reviews is a recognised world leader at providing leading companies with unique intelligence that helps increase their online customer acquisition ratios.

To find out more about our research programmes and how we can help you convert more of your ideal customers online, please contact:

Hannah-Rose Farrington – Commercial Director

T:         +44 (0) 203725 8260

M:        +353 (87) 1263043

E:         hannah.farrington@globalreviews.com

Download the full Mobile Sports Betting report here 

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Blog Series – The second critical stage for an effective mobile sports betting site – Introducing Options

Mobile Sports Betting

In the first post of this three-part blog series, we looked at ‘Initial Engagement’ as the first critical stage for an effective sports betting site.

Our Mobile Sales Effectiveness research, conducted in April 2016, put a sample of 450 “in market” bettors on the mobile websites of 16 different sports betting websites across Ireland, UK and Australia. The study highlighted that there are three critical stages along the mobile customer journey that need focus in order to decrease the level of lost opportunity that sports brands suffer from.

The three stages are:

  1. Initial Engagement
  2. Introducing Options
  3. Application i.e. Adding a Bet

The second critical stage is ‘Introducing Options’.

What does Introducing Options cover? 

Simply put, ‘Introducing Options’ refers to a bettor’s ability to:

  • Learn about event options
  • Locate betting options

Forming part of the ‘Consider’ phase of the customer journey where online bettors are actively considering placing a bet on their preferred site. Bettors want to find the relevant odds quickly and easily. This is critical on a mobile device.

As part of April’s Mobile Sales Effectiveness study, we set consumers the following task:

Task: Find the odds for Gallant Oscar to win the Aintree Grand National. 

BetVictor ‘s mobile site scored highest in our study scoring 83%. Here’s why…

Bet Victor

 

  • Customers can easily locate the link for all key events easily on the homepage
  • The hamburger menu is a simple A-Z function with clear icons to find an event
  • The event page is clearly laid out making it easier to filter races

Common problems encountered by consumers 

Below are some of the common problems experienced by consumers at the ‘Introducing Options’ stage, with ease of navigation and the time involved to find relevant information being the most significant pains.

Common Problems

The final critical stage of an effective sports betting mobile site is ‘Adding a Bet’ which we will look at in the third and last post of this blog series.

Global Reviews is a recognised world leader at providing leading companies with unique intelligence that helps increase their online customer acquisition ratios.

To find out more about our research programmes and how we can help you convert more of your ideal customers online, please contact:

Hannah-Rose Farrington – Commercial Director

T:         +44 (0) 203725 8260

M:        +353 (87) 1263043

E:         hannah.farrington@globalreviews.com

Download the full Mobile Sports Betting report here 

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Blog Series: The first critical stage for an effective mobile sports betting site – Initial Engagement

Mobile Sports Betting

While the online sports betting sector is ahead of the game in being “mobile first”, a recent study by Global Reviews on the Mobile Sales Effectiveness in the sector found that top brands are losing target customers due to not fully aligning the mobile and desktop experience at certain points of the customer journey. In fact, almost a third of mobile bettors would leave the site if they encountered a problem.

mobile

Our Mobile Sales Effectiveness research, conducted in April 2016, put a sample of 450 “in market” bettors on the mobile websites of 16 different sports betting websites across Ireland, UK and Australia. The study highlighted that there are three critical stages along the mobile customer journey that need focus in order to decrease the level of lost opportunity that sports brands suffer from.

The three stages are:

  1. Initial Engagement
  2. Introducing Options
  3. Application i.e. Adding a Bet

In part one of this blog series, we look at the first critical stage, “Initial Engagement”.

What is Initial Engagement? 

Initial Engagement incorporates a number of factors relating to a bettor’s initial impression of the homepage including:

  • Communicating a clear value proposition in consumer-focused language
  • Building trust
  • Enhancing security and privacy features
  • Accommodates returning visits

 

Australian brand Sportsbet scored highest in our mobile study for “Initial Engagement”. The homepage on Sportsbet’s mobile site has mobile-optimised functions, security, convenient log-in and clear payment information.

Sportsbet

Best Practice for winning Initial Engagement 

Initial impression of the homepage:

  • Visually appealing design
  • Streamlined design – uncluttered, use of similarity and separation
  • Easy to navigate site
  • Create affinity with the target audience through colour, imagery and font

Communicating a clear value proposition in consumer centric language

  • Consider different messaging for homepage and product details page
  • Create a competitive advantage by going beyond just discounts and deals

Communicating security and privacy

  • Ensure access to supporting information
  • Use imagery to communicate privacy
  • Provide tips and assistance on how to protect your computer from security breaches and threats

Communicating trust

  • Transparency on pricing and quick access to key actions is important
  • Include testimonials, third party endorsements and a commitment to customers

 

Part two of this blog series will look at the second critical stage for an effective mobile betting site, Introducing Options. 

Global Reviews is a recognised world leader at providing leading companies with unique intelligence that helps increase their online customer acquisition ratios.

To find out more about our research programmes and how we can help you convert more of your ideal customers online, please contact:

Hannah-Rose Farrington – Commercial Director

T:         +44 (0) 203725 8260

M:        +353 (87) 1263043

E:         hannah.farrington@globalreviews.com

Download the full Mobile Sports Betting report here 

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How to convert more of the online casino customers that you could and should be winning!

How do you convert more casino customers online? Let Global Reviews help! We are delighted to announce the launch of our new online casino programme across the UK, starting in July 2016. Already trusted by top sports betting brands such as William Hill, Coral, Paddy Power and Betsson Group, Global Reviews’ latest robust and advanced analytics programme will help solve the critical problems that Digital Leaders in online gaming face regarding customer acquisition:

  • WHY are we losing potential online customers who are actively considering gaming with us (registering an account and claiming the bonus) but choose to game with another company?
  • WHAT actions can we take (based on learnings from companies around the world) that will enable us to win more of the customers that we are currently leaking.
  • HOW do we independently validate, in such a fast-moving and disruptive environment, that the development decisions we are making are the right ones?

This first ever cross-market study will audit the UK online casino market and their comparative performance at meeting / exceeding the needs of UK customers who are in-market to open up an online gaming account and start playing online. Our new programme will ultimately help casino providers win more of their ideal customers online.

How did our new online casino programme come about?

Extensive internal research and feedback from our current sportsbook clients that have casino interests indicated that many of the online casino sites are unnecessarily losing large numbers of customers that they spend huge monies attracting. The main cause is not that the sign up process is difficult but casino providers are not differentiating themselves well enough. Global Reviews will now be in a position from July 2016 to help online casinos provide their online customer with the same online experience that they currently enjoy in their daily lives from other online providers. Casino companies will, for the first time, gain definitive evidence as to why they are leaking more customers to their competitors than they should be.

To find out more about our new Online Casino Programme and how we can help you convert more of your ideal customers online, please contact:

Hannah-Rose Farrington – Commercial Director

T:         +44 (0) 203725 8260

M:        +353 (87) 1263043

E:         hannah.farrington@globalreviews.com

Or find out more about our Digital Sales Effectiveness programmes here 

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5 tips to maintain the balance between form vs function

Form vs function

Authors: Lia Purdie & Suzy Coulson

We’ve come a long way from the days of static and even flash powered websites. Dynamic functionality has become an integral part of web design as consumers jump between desktop and mobile devices.

But is this change in website design resulting in an efficient and positive experience for the consumer?

In research conducted by Global Reviews assessing the effectiveness of researching and purchasing goods and services online, it is quite often found that consumers are reaching the correct product pages, but not finding – or realising they found – the information once they get there. This is then leading them to continue fishing through the website in order to find what they’re looking for, thus undermining what could otherwise be positive online experience.

So with that we bring you:

5 tips to maintain the balance between form vs function

 

  1. Ensure the process and next steps are clear – guide users with verbal and non-verbal communication
    Functionality differing from standard navigation is fine, however it needs to be matched with strong communication to help consumers navigate this new style.
  2. Clearly communicate filtering options and tie back to customer needs and choices
    Dynamic filtering certainly has benefits, but it can only enhance the experience if it’s clearly communicated and understood. If consumers are filtering product options, clearly explain that options are not available due to the users’ selection – consider showing message on hover, dynamically moving to available products, or hiding unavailable options. Explain that you’re eliminating these options to better meet their needs.
  3. Ensure icons do not inhibit message communication
    Excessive use of obscure icons to communicate complicated messages can leave customers confused particularly when it comes to comparing product options. Icons are perfectly fine to use, just be sure additional details are evident and easy to find.
  4. Make access to more details and options to tailor highly visible
    Ensure advanced options and required actions are easily understood and highly visible. Be mindful that customers do want finer details but don’t want to be overwhelmed with information, so be sure to get the balance right.
  5. Balance additional functionality, designers aspirations and ease of use
    Don’t shy away from improved functionality and beautiful websites, but make sure that a good customer experience always trumps sexy and cool!

Embrace additional functionality and your designer’s aspirations, just be sure to balance that with ease of use to maintain the fine line between form and function.5 Tips to Maintain Balance Between Form vs Function

 

Click the thumbnail for a full size infographic highlighting the 5 tips to maintaining the balance between form vs. function.

 

For further details on these tip and how they apply to real life websites, view our Health Insurance Webinar recording.

 

Visit our reports library to download FREE research reports or contact us to find out more about our research programmes.

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Infographic: What prospective students think of Australian University & higher learning websites

Infographic: What prospective students think of Australian University & higher learning websites

Every 6 months Global Reviews measures the Digital Effectiveness of Australian University Websites, from the view of a prospective student.

This infographic shows you how well some of the various Australian higher learning institutions are performing, in terms of Customer Satisfaction and Effort. We also look at the stages of the Digital Journey and where Universities could be compromising their chance of gaining prospective students.

Digital Experience of Australian University & Education Websites

Visit our reports library to purchase the Tertiary prospective student digital experience report, or contact us to find out more about this study.

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