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The evolution of  the BT strategy
 

The evolution of the BT strategy

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    The evolution of  the BT strategy The evolution of the BT strategy Presentation Transcript

    • In partnership with
    • Evolution of BT.com
      Sam CalvertHead of Online Sales, BT.com
      Iain PrestonClient Director LBi
    • BT is big
    • Role of BT.com
    • About LBi
      A global marketingandtechnologyagency, blending insight, creativity and expertise to solve business problems.
    • LBi
      What makes us
    • 19 Trondheim
      70 Copenhagen
      150 Amsterdam
      140 Stockholm, Goteborg, Malmo
      500 London, Exeter
      290 Hamburg, Berlin, Cologne, Munich
      100 Brussels, Gent
      70 Milan
      30 Beijing
      65 Madrid
      15 Zurich
      60 Atlanta
      5 Paris
      200 New York
      70 Mumbai
      15 Abu Dhabi
      1819 digital specialists
    • Our clients
    • Key take outs
      Today’s presentation
      • The challenge for BT.com
      • Creating the online strategy
      • Measuring up
      • Strategy evolution
      • Conclusions
      • Where we are going
      • Questions
    • The challenge for BT.com
    • Situation
      Situation
    • The site
    • Only…
    • What was our strategy?
    • Focus
    • Creating the online strategy
    • Strategic immersion
    • Business analysis
      10 Stakeholder interviews
      Deep dive with CMS team
      Analysis of business case
      Analysis of scorecards
      Analysis of web analytics
      Newcastle call centre visit
      Liveperson visit
    • What did it tell us?
    • User research
      Analysis of segmentation
      30 in-depth interviews
      Usability testing
      Benchmarking
    • Engaging users
    • Market audit
      Competitor benchmarking
      Comparator audit
      Landscape
      Desk research
    • Strategic brief
    • Out with the old…
    • …in with the new
    • Scrum Master
      Product Owner
      3rd parties
      BT Design
      Creative Team
      Client Services Team
      Scrum team
      BT Operate
      Roles
      Marketing
      BT Consumer
    • Iterative process
    • Test, learn, iterate
    • Results
      Product
      Broadband
      Vision
      Calls & Lines
      Conversion uplift
      28%
      61%
      129%
    • We need a bigger basket!
    • Measuring up
    • KPI framework
    • Segmentation
      Metrics
      Pages
      • Packages Homepage
      • Calls Homepage
      • Broadband Homepage
      • TV Homepage
      • Mobile Homepage
      • Digital Vault Homepage
      • Visits
      • Visits from non-search Campaigns
      Awareness
      • % Repeat Visits
      • Visits from Search
      • Bounce Rate
      • Content Affinity
      • Customer Survey Proposition understanding
      • # Learn more clicks
      • View Demo/Watch Preview
      • Pages as above
      • Horizontal Nav pages. E.g.
      • Learn more – Calls and Broadband (packages)
      • Calling Plans and Costs (Phone)
      • How it works (Broadband)
      • What you can watch (Vision)
      Consideration
      • Pages as above (all)
      • # Get it now (# order journeys started)
      • All Up-sell
      • % Change
      • # Live Chats
      Preference
      • Order Journey Pages
      • Proceed to next stage
      • All x-sell
      • # completed orders
      Purchase
      Note: purchase metrics will be broken down by product
      • All
      • Page Accessibility score
      • Page Updatability score
      • Section drop-out rates (EFM Score)
      • # Sign-ups to Your Account
      Hygiene
    • Acting on insight
    • Strategy evolution
    • Help & support
    • Existing customers
    • Campaign integration
    • Campaign focus on BT.com
    • Role of content
    • Conclusions
      Key take outs
    • Where we are going
      Key take outs
    • Questions