the evolution of the bt strategy
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TRANSCRIPT
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