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.
Clear recommendations to increase online conversions
Evidence-based foundation for developing new customer portal
Increased customer transactions
Our initial step was to carry out a detailed analytics study to help A2 Dominion understand how customers were visiting their My Account area and identify why users leave, where they go, and what can be done to encourage them to stay and register or log in.
To add to the picture we conducted an eye tracking study to identify key areas of breakdown that prevented users from completing specific tasks. This provided both scientific measurements by plotting eye movements of users, but also qualitative data through RTA (retrospective think aloud) sessions during which users gave verbal feedback on the pages they visited and the issues they encountered. We also used online surveys integrated into A2’s website to gather more intelligence about what was driving visitors, and what was holding them back.
These steps provided evidence based recommendations for improving user journeys. We were then able to test our hypotheses through split-testing to identify whether small variations on certain pages produced better results.
We are now using the findings and recommendations to work with A2 on designing a new and improved customer account area.