British Gas Residential
Can you enhance online customer service and generate sales at the same time?
The Story
British Gas asked us to look at their website and create a better home page that would deliver three essentials :
• Make life easier for existing customers to service their accounts
• Convert new prospects coming in on the back of a national advertising campaign
• Help everyone get the most of BG’s offer to fix gas prices until 2012.
We started by analysing the BG site’s metrics and end user research. We created a new set of wireframes addressing visual hierarchy and usability, iterating our way towards the most promising and practical solution.
We carved up the home page cleanly and clearly between the needs of existing customers and prospective customers, with a common selling area relevant to both.
We made the promotional banner more contextual and integral to the home page experience, and also looked at all the sign posting and key messages to make sure that they were optimised for consistency, meaning, and location.
The Results
The promotional banner click-through-rate (CTR) increased from 0.3% to 46%.
Bounce rate dropped significantly, indicating more visitors were finding what they wanted.
British Gas asked us to look at their website and create a better home page that would deliver three essentials :
• Make life easier for existing customers to service their accounts
• Convert new prospects coming in on the back of a national advertising campaign
• Help everyone get the most of BG’s offer to fix gas prices until 2012.
We started by analysing the BG site’s metrics and end user research. We created a new set of wireframes addressing visual hierarchy and usability, iterating our way towards the most promising and practical solution.
We carved up the home page cleanly and clearly between the needs of existing customers and prospective customers, with a common selling area relevant to both.
We made the promotional banner more contextual and integral to the home page experience, and also looked at all the sign posting and key messages to make sure that they were optimised for consistency, meaning, and location.
The Results
The promotional banner click-through-rate (CTR) increased from 0.3% to 46%.
Bounce rate dropped significantly, indicating more visitors were finding what they wanted.
