The Challenge

A2 Dominion have clear objectives around promoting online self-service to their customers as the ‘channel of choice’ and increasing the number of transactions, such as rent payments and repairs, to be handled via their website.

They wanted to get a really clear picture of site traffic and user journeys to understand how customers were accessing their tenant portal, identify what barriers might be preventing them from using it fully, and find ways to maximise conversion points – ie, converting registrations or customer log-ins into actual transactions.

A2 commissioned Prodo to carry out a digital consultancy project, centring on an analytics and conversion rate optimisation study.