Talktalk Business

In 2012, TalkTalk commissioned a full redesign and redevelopment of the TalkTalk Business website, with the objective of creating a user-centric and accessible site that enabled business users to easily explore and purchase products and services

TalkTalk Business operate the UK’s most extensive next generation network and supply voice and data services to a wide range of business customers. In 2012, TalkTalk commissioned a full redesign and redevelopment of the TalkTalk Business website, with the objective of creating a user-centric and accessible site that enabled business users to easily explore and purchase products and services.

The client was keen to develop a new site to:

  • Provide engagement with customers while demonstrating TalkTalk Business as a thought leader in the evolution of telecoms and cloud services.
  • Increase conversion through sales enquiries, online leads, availability checks, chats, and online sign-ups.
  • Service four key prospect segments with distinctly different needs, delivering content appropriately, to track campaigns and key goals for each, and to ensure leads are managed into separate teams within TalkTalk Business.
  • Apply all of the above while representing the brand in a clear and coherent manner, reflecting both the TalkTalk Group and TalkTalk Business brand vision.

Solution

In order to ensure the developed solution would meet the needs of the customers, prospects, business and market twentysix began by running a set of workshops with the site stakeholders and audiences both internal and externally as part of an extensive discovery phase. Through these workshops the needs and requirements of the various audience groups were identified, providing insight as a basis for the development of the user journeys, sitemap, wireframes, and site-wide information architecture.

The design team then developed a creative and engaging concept for the new site, underpinned by the findings of the discovery phase. The visually striking design presents the content in a clear and logically segmented way, providing the most intuitive usability for different customer types.

The site was developed on Episerver CMS with innovative functionality, including:

  • Broadband speed and availability checkers that enable users to check the availability and speed of services available on their line. The checker integrates with the back-end database to understand exchange capabilities in each area, presenting the most appropriate product and speed information to the user.
  • Live chat, which enables the support staff to activate on-site live chats with customers that are ranked highly by the analytics (propensity to convert) or that are potentially in need of assistance.
  • Dynamic page structure to enable the TalkTalk Business team to easily re-order content on the page and implement changes based on the results of the on-going CRO programme.
  • Best in class analytics solution to enable flexibility in tagging, and aligns interaction and engagement on the website and their propensity to convert. This is the first step in an on-going process of refining and improving conversion through the website.

Benefits

Considered information architecture that allows the user to navigate through the extensive product options easily by building their own bespoke package from available broadband services. The detailed information is also presented with tactical IA elements, such as the mega menu dropdowns, that enable the user to easily understand the product portfolio at a glance.

Highly sophisticated analytics technologies, helps Talktalk Business to gain greater understanding of how users are interacting with the site, and how the website functions with conversion, goals, and key actions. This data can then be used to align engagement and actions with client objectives, and feed into a comprehensive conversion optimization programme.

Online purchasing to drive online sign-up for business broadband products without having to call the TalkTalk sales and customer service team. As a result TalkTalk Business has received great business uplift through the website, with tests returning very positive results:

  • 550% increase in submissions of the EFM product enquiry form
  • 27% increase in conversion rate
  • 5.4% increase in engaged actions

Result

The new site was launched with clear improvements in user experience, accessibility, optimisation, and conversion, and much more appealing look and feel, to high praise from the internal stakeholders at TalkTalk Business. twentysix and TalkTalk Business continue to work together to on the SEO and CRO / optimization activity.

Highly sophisticated analytics technologies, helped Talktalk Business to gain greater understanding of how users are interacting with the site, and how the website functions with conversion, goals, and key actions.

Visit the web page

www.talktalkbusiness.co.uk/

Implemented by:

Gold partner

Partner contact

Partner contact


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