Telecom websites (SEO)

User’s experience research and definition of NET organic websites

Project Overview

Escale was a SEO agency, that turns to a customer acquisition company in 2017. The company deals with sales funnel of Telecom brands (NET, Claro, Vivo and etc.) and health insurance companies like Amil, Sulamerica, Unimed and others.
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My role in this project was to optimize the user experience at the organic NET websites alongside with Growth team.

My Contributions

Research & Discovery
User testing
CRO (Conversion Rate Optimization)
Design thiking

Context

NET websites were Escale's first products, before, all of its management was part of the organic media team, which worked with SEO strategies.
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There was no active design participation back then, the strategy had a greater focus on bringing volume but there was no good user experience.

The website have almost 80% mobile traffic.

The acquisition of these sites until then was offline, the user's journey began online but the product acquisition happened from the telesales, also managed by Escale.

Main problems

Long pages with a lot of content , not optimized for the users;
Bounce Rate Over 70%;
Contact rate (our top online metric: number of contacts per visitors) far below expectations;
Lack of focus: number of different promotions and CTA's in a single page.

The NET websites back then, it was an internet page. The another pages had the same problems listed above.

Research & Discovery

To solve this problems, I focused on the main website's channels:

Contact Pages - top pages containing the phone, contact and number keywords. These are the pages that, despite the bounce, had the most conversion.
Internet pages - the largest volume on the site are keywords related to internet, fiber optics and broadband.
Cable TV Pages - third highest search volume within the site.

I collected all the main website data, from navigation, page flow until event capture by google analytics. I also did analysis of heatmaps and scroll maps.

Based on the top issues, I interviewed 20 users and tested the navigation flows of these top channels. Users navigated from google keywords until internal site navigation.

The main problems found by the users was:

The first action of all the users was check the availability;
18 users had difficulties to understand the individual and bundle prices (tv, internet and telephone plans together);
15 users couldn't find what happens after the promocional price;
All the users didn't understand the product names (what is Easy SD, Mix HD, etc.);
14 users wanted more information about the internet plans, not just information about download and upload;
19 users didn't find information such as payment, what is included in services, and basic informations like which channels are included in TV plans;
All the users had difficulty to understand if the website has cart or telesales;
16 users didn't know when they changed to another pages, because they all looked the same page with the same banners and promotions;
All users found information in SERP that doesn't match inside the websites.

After the discoveries, i've joined with the growth team to present the collected data, and together with them, i conducted an activity of insights and initiatives to optimize the user experience.

Implementation

Based on the data, insights and actionable activity mentioned above. I designed the improvements and navigation flows in the main campaigns (Phone, Internet and TV) and implemented via A / B testing.

TV, Internet and Contact folds, showing the value proposition and the main CTA's. The first ones, the users want to check produt's availability, different than contact pages, when users just want to call diretcly.

Some features added to help the users: a channel grid which contains options to choose per category or search a specific channel, a mini FAQ on pages to answer the main questions by the users. We also changed the internet information, the users wants to know more about if they can accesss websites, social media or play online games than technical terms like download and upload.