How CF improved conversion by 32% in their acquisition journey.

Community Fibre is one of the fastest growing broadband providers in the UK. They aim to serve their broadband, call and TV plans to a million London households and businesses by 2023. We successfully designed, tested and built their new website which boosted conversion by 32%.

Responsible for the end-to-end design experience, from research to delivery.

2 product designers, 1PM, 1 CPO, 1 data scientist, 6 engineers.

6 months aprox.

The new design saw an increase in conversion rate by 32%, followed by a 496% boost in sales after launching their new website.

There's a clear business and value proposition that differentiates Community Fibre (CF) from the market but their website fails at communicating that back to its users. We stepped in oder to support their digital growth strategy and product offering.

Our team was engaged to optimise the client’s website user experience and interface, focusing primarily on the new product offerings - Calls and TV, and the acquisition journey to improve conversion.

A saturated layout led to user frustration and clearly impacted conversion rates. To address this, we focused on simplifying and decluttering the UI through a redesign, emphasising clarity, intuitive navigation, and improved visual hierarchy to enhance user engagement and satisfaction.

Users often reported not knowing the difference between most of the key technical aspects of the service offer, not even when put together in a comparison table.

Users had a hard time jumping from page to page in a chaotic and undefined screen flow, as a result of not having a well thought user journey. This affected all four key stages from awareness to retention.

Research showed how roughly 75% of users did not have capacity or enough knowledge to determine what service offer was best suited for their present or future needs. We knew it would be crucial to facilitate acquisition by tackling this issue.

During the process the team conducted a through UX audit of the existing website to be able to propose optimisation opportunities and to help users on the conversion journey. We looked at users’ behaviours on the site, conducted user testing and interviews to deep dive into their needs and pain points. We did competitive analysis to identify best practices and common features for telecom sites. After a few weeks of research and analysis, we found valuable insights and produced some low fidelity wireframes.

The experience review also helped us define our focus areas for the redesign.

Less is more. Clean out the clutter, and help users easily complete their tasks.

We developed and introduced a components library to streamline modern usability patterns and make sure our designs were scalable.

The design system must be the foundation for a set of new UI layouts across pages that will introduce new services, offers and add-ons in a modular approach.

Most visitors find attractive and competitive the service offer but are discouraged by the poor and confusing user experience.

Contrary, the drop-off rates tracked around the acquisition funnel could indicate that people are finding rather confusing or long the order process.

We successfully delivered the new website which resulted in an improvement in their conversion rate. The redesign also resulted in a reduction of call-centre calls helping to reduce the total number of enquiries during the Covid-19 pandemic. To keep consistency with the brand and with different teams working on different part of the website, we also created a design library with all components available to use.