CVL Think | Plan | Do

The Background

The BT Learning Centre provides an online learning service for adults and children. The website was being migrated to a new platform to provide a scalable base for growth, and within this project BT wanted to identify and implement changes to improve conversion.

CVL were asked to review the website's sign-up process to propose changes to simplify the process and improve conversion rates.

" CVL took us through a very clear and quick process to identify key conversion issues on the site. They were pragmatic and worked within our platform constraints to suggest some creative but practical solutions to improve conversion."
Jennie Martin, Head of Education, BT Consumer
 

The CVL Solution

CVL analysed BT Learning Centre's site statistics to understand the current website usage patterns and key drop-off points, and gathered feedback from proxy users and customer services groups within the BT Learning Centre team.

They found that the conversion challenge had roots not only in the usability of the sign-up process but also in the content of the website information pages, which were failing to communicate the service effectively to prospective customers. The effect of this was a reduced level of sign up attempts.

CVL developed a new site architecture and wireframes for the information pages and worked closely with the BT team to enhance the content for these. The sign-up process was streamlined to dramatically reduce the number of required steps. The Learning Zone area was re-designed to enable customers to start using the learning materials with less need for up-front personalisation.

The Benefits

Usability testing and site analytics conducted at the end of the project showed that the new information pages worked well to sell the proposition and prospective customers found the revised sign-up process easy to complete. BT's management decision-making is now fully supported by clear information on customer behaviour and sales.