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