Origin Broadband
User Testing / UX Design / CRO Case study

The Challenge

Leading internet service provider, Origin Broadband, had seen an uplift in sales since the release of their new responsive site. However, they knew that in the competitive telecoms sector they needed to constantly ensure they make the most of every customer interaction.

LION+MASON were challenged to create enduring improvement to Origin’s conversion rate by creating a better user experience. In particular, converting more users arriving from their key traffic source; Uswitch.com.

Research

Our first step was to research Origin’s on-site analytics, conversion funnels, and sales data.

This allowed us to benchmark current site performance as well as identify possible opportunities for improvements.

Armed with these insights, we conducted remote user testing to get a better grasp of how users were interacting with the site. From this, we gathered valuable insight into the challenges the user faced and how we could improve.

Design

Based on the insight and research, we created interactive prototypes that addressed key experience challenges and opportunities.

We also looked to employ cognitive and persuasive techniques through new landing page designs and key messaging that would encourage engagement and conversion. These designs were then implemented and split-tested to measure performance.

Result

42%

Increase in sales conversion rate within the first 6 weeks

What the client says