Project Overview
This project is all about how I have used iterative A/B testing to help our customers understand what Volt is and the benefits they get for being a Volt customer.
My role
UX/UI Designer
Client
Virgin Media O2
First of all... What is Volt?
Volt benefits are the exclusive benefits you get if your home has both Virgin Media broadband and an O2 Pay Monthly SIM. The benefits include:
- Broadband speed boost
Virgin Media will boost your broadband speed to the next available level, if you aren’t already on the fastest speed available in your area. For example, choosing our M125 broadband means it’ll be boosted to M250.
Virgin Media will boost your broadband speed to the next available level, if you aren’t already on the fastest speed available in your area. For example, choosing our M125 broadband means it’ll be boosted to M250.
- Double data
Get double data on every eligible O2 Pay Monthly plan in your household. For example, 10GB of data will double to 20GB.
Get double data on every eligible O2 Pay Monthly plan in your household. For example, 10GB of data will double to 20GB.
- O2 Travel Inclusive Zone
Use your calls, texts and data allowances at no extra cost when roaming in 75 destinations worldwide, including the EU, the USA, Australia and Spain.
Use your calls, texts and data allowances at no extra cost when roaming in 75 destinations worldwide, including the EU, the USA, Australia and Spain.
- Supercharged connectivity
WiFi guarantee included, with up to three WiFi pods on us if you find any WiFi blackspots in your house.
WiFi guarantee included, with up to three WiFi pods on us if you find any WiFi blackspots in your house.
A lot to get your head around?
I'm not surprised... We're not only introducing a new brand, but we're also explaining 4 complicated benefits that each come with their own legal technicalities. Effectively explaining Volt has been our top business challenge of 2024.
Problem statement
The SIM visibility in checkout is low. The business is looking to increase Volt sales, so we’re exploring ways of giving SIM more prominence in checkout.
The SIM visibility in checkout is low. The business is looking to increase Volt sales, so we’re exploring ways of giving SIM more prominence in checkout.
Hypothesis
Including ‘Add a SIM’ as a mandatory step in checkout (replacing Stream) will ensure much greater exposure to the SIM and benefits that come with it, which should drive an increase in SIM attachment rate, without negatively impacting the order conversion rate.
Including ‘Add a SIM’ as a mandatory step in checkout (replacing Stream) will ensure much greater exposure to the SIM and benefits that come with it, which should drive an increase in SIM attachment rate, without negatively impacting the order conversion rate.
Success metrics
- Primary: SIM attachment rate
- Secondary: Conversion rate
- Primary: SIM attachment rate
- Secondary: Conversion rate
Reviewing previous data
We knew from previous A/B tests that when we get O2 customers to engage with UI explaining Volt benefits, their likelihood to go on and convert significantly increases.
For example, you can see in the results above that if users engaged with the 'Are you an O2 customer?' toggle, the conversion rate of those customers increased significantly by 10.6%. However this test targeted users who we suspected were already existing O2 customers, and yet so few customers engaged with the toggle that the impact on overall conversion rate was minimal. This test showed us that existing O2 customers find Volt benefits very appealing when they realise they get them, however finding a way to communicate these benefits remains a challenge.
Competitor analysis
After trying to tackle this problem a few times and having no luck, I decided it was time to think outside the box and see what industry leaders were doing to advertise their premium offerings. Monzo was one of my favourites that I came across, having recently moved to their premium service myself, I found the experience clear, concise, and explained lots of information about different premium tiers, I felt like I had been given all the information I needed to make an informed decision.
Iterations
After many iterations and lots of stakeholder feedback, the designs above were just a small amount of the interfaces, copy and functionality changes that were made before we reaching our final design.
New user journey
For this test, we removed the current 'Add Stream' upsell page, and replaced it with our 'Add a SIM' page. We also changed the placement in the journey for this page to be after the basket. This was to make it feel like less of a shock in the flow of the customer journey, as this is a more usual placement amongst other sites.
Final design prototype
Here is a video of the final design for the new SIM page.
The design in detail
1. Copy
Punchy copy that get's across our main points, O2 SIM = extra benefits.
Punchy copy that get's across our main points, O2 SIM = extra benefits.
2. Branding
Introducing the brand Volt in the short time we have to grab the users attention has time and time again not worked for us in our A/B tests. This time we decided to mix things up a little and pull back on the Volt branding and just focus on the messaging about Virgin Media and O2 joining forces.
Introducing the brand Volt in the short time we have to grab the users attention has time and time again not worked for us in our A/B tests. This time we decided to mix things up a little and pull back on the Volt branding and just focus on the messaging about Virgin Media and O2 joining forces.
3. USP's
We have tested clear communication of explaining the benefits in many different tests over the last year and have put the best copy we have into the USP section.
We have tested clear communication of explaining the benefits in many different tests over the last year and have put the best copy we have into the USP section.
4. Info for existing O2 customers
We didn't want to mislead existing O2 customers into think they had to buy a SIM with their Virgin Media purchase to get the benefits. This link would explain to those customers how they can get the benefits with their existing O2 contract.
We didn't want to mislead existing O2 customers into think they had to buy a SIM with their Virgin Media purchase to get the benefits. This link would explain to those customers how they can get the benefits with their existing O2 contract.
5. Reassurance messaging
Reassurance messaging so users know that the benefits come free of charge and they don't feel like getting these extra benefits will take up a lot of their time.
Reassurance messaging so users know that the benefits come free of charge and they don't feel like getting these extra benefits will take up a lot of their time.
Results - Impact of the new user journey
Thanks to removing the Stream page, significantly more customers reached the Basket page. This also drove a bigger drop-off on the Basket page, which is not necessarily a cause of concern, it simply means that a proportion of customers who would have normally dropped off on Stream page, dropped off from the Basket instead. Progression from installation onwards was on par across the variant and control, and the overall order conversion rate was +6.9% higher in the variant, as seen on the previous slide.
Amazing test results!
The results for this test were outstanding. A 6.9% boost in conversion rate on our most popular selling product. As well as achieving an amazing 150% uplift for our SIM attach rate, which has been one of the core goals to improve for 2024 across the business.
