the evolution of the bt strategy

In partnership with

Evolution of BT.comSam CalvertHead of Online Sales, BT.com

Iain PrestonClient Director LBi

BT is big

Role of BT.com

A global marketing and technology agency, blending insight, creativity and expertise to solve business problems.

About LBi

LBiWhat makes us

1819 digital specialists

500 London, Exeter

150 Amsterdam

200 New York60 Atlanta

70 Copenhagen

140 Stockholm, Goteborg, Malmo

290 Hamburg, Berlin, Cologne, Munich

30 Beijing

70 Mumbai15 Abu Dhabi

100 Brussels, Gent

65 Madrid 15 Zurich

70 Milan

19 Trondheim

5 Paris

Our clients

Key take outs

• The challenge for BT.com

• Creating the online strategy

• Measuring up

• Strategy evolution

• Conclusions

• Where we are going

• Questions

Today’s presentation

The challenge for BT.com

SituationSituation

The site

Only…

What was our strategy?

Focus

Creating the online

strategy

Strategic immersion

Business analysis 10 Stakeholder interviews

Deep dive with CMS teamAnalysis of business case

Analysis of scorecardsAnalysis of web analyticsNewcastle call centre visit

Liveperson visit

What did it tell us?

User research

Analysis of segmentation

30 in-depth interviewsUsability testingBenchmarking

Engaging users

Market audit

Competitor benchmarking

Comparator auditLandscape

Desk research

INSIGHT

The BT.com pre-sales area doesn’t work hard enough to help prospects to choose the products & services that they should buy

KEY THOUGHT

BT makes it easy for me to understand, select and buy the right products and services online, because they have made the process

easy and uncomplicated

Strategic brief

Out with the old…

…in with the new

Scrum Master

Product Owner

Creative Team

3rd parties

BT Design

BT Operate

Marketing

BT Consumer

Roles

Client Services Team

Iterative process

Test, learn, iterate

Product

Broadband

Vision

Calls & Lines

Results

Conversion uplift

28%

61%

129%

We need a bigger basket!

Measuring up

KPI framework

Pages Metrics

Awareness

Consideration

Preference

Purchase

• Packages Homepage• Calls Homepage• Broadband Homepage• TV Homepage• Mobile Homepage• Digital Vault Homepage

• Pages as above• Horizontal Nav pages. E.g.• Learn more – Calls and Broadband (packages)• Calling Plans and Costs (Phone) • How it works (Broadband)• What you can watch (Vision)

• Visits• Visits from non-search Campaigns

• % Repeat Visits• Visits from Search• Bounce Rate• Content Affinity• Customer Survey Proposition understanding• # Learn more clicks• View Demo/Watch Preview

• Pages as above (all) • # Get it now (# order journeys started)• All Up-sell• % Change• # Live Chats

• Order Journey Pages • Proceed to next stage• All x-sell• # completed orders

Hygiene• All • Page Accessibility score

• Page Updatability score• Section drop-out rates (EFM Score)• # Sign-ups to Your Account

Note: purchase metrics will be broken down by product

Segmentation

Acting on insight

Strategy evolution

Help & support

Existing customers

Campaign integration

Campaign focus on BT.com

Role of content

Key take outsConclusions

Tactical projects Strategic roadmap Stove-piped product view Holistic view of site experience

Waterfall development Agile process

“Big Bang” “Perpetual Beta”: test, learn, iterate

Reporting Strategic KPI framework

Key take outsWhere we are going

Tactical projects Strategic roadmap Sales or service Sales & service

Anonymous visitors Personalised customer experience

Campaign after-thought Integral to campaign

Transactional Engaging content

Questions