TALKTALK
TalkTalk wanted to increase the number of leads generated from their B2B website, and increase engagement with their marketing content. This required a complete rethink from the ground up, from IA to page structure. The additional requirement involved ensuring the majority of the content could be controlled via their Episerver CMS.
TALKTALK
TalkTalk wanted to increase the number of leads generated from their B2B website, and increase engagement with their marketing content. This required a complete rethink from the ground up, from IA to page structure. The additional requirement involved ensuring the majority of the content could be controlled via their Episerver CMS.
DROP-OFF
60.8% average drop-off without reaching the produce detail
DUPES
Duplicate content in multiple areas of the site
NAV
3 levels of key navigation, with need for more focus
VALUE
Dedicated pages for upsell services and limited discoverability
JOURNEYS
Multiple exit points to adjoining portals and microsites
Each persona was reviewed based on a number of contributing factors from technical knowledge and purchase consideration time, through to personality traits such as brand loyalty and social influence.
NAVIGATION
A flatter structure provided the opportunity to reduce the amount of space used for the global navigation header, that reduced further scroll on the site. An integrated sticky header also incorporated key CTA’s that were accessible across every page.
PLANNING
Finding the huge array of content was difficult. A new Insight Hub improved the discoverability of Marketing content such as blogs, white papers, case studies and news articles. The aim was to improve the stickiness of the site, but also showed the companies expertise, trust and thought leadership in the industry. With a multitude of worsktreams in progress, clear prioritisation and a flexible roadmap was put in place to focus teams.
CLIENT:
TALKTALK
ROLE:
CREATIVE DIRECTION. UX. UI. DIGITAL MARKETING.