The evolution of the BT strategy

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The evolution of the BT strategy

  1. 1. In partnership with<br />
  2. 2. Evolution of BT.com<br />Sam CalvertHead of Online Sales, BT.com<br />Iain PrestonClient Director LBi<br />
  3. 3. BT is big<br />
  4. 4. Role of BT.com<br />
  5. 5. About LBi<br />A global marketingandtechnologyagency, blending insight, creativity and expertise to solve business problems.<br />
  6. 6. LBi<br />What makes us<br />
  7. 7. 19 Trondheim<br />70 Copenhagen<br />150 Amsterdam<br />140 Stockholm, Goteborg, Malmo<br />500 London, Exeter<br />290 Hamburg, Berlin, Cologne, Munich<br />100 Brussels, Gent<br />70 Milan<br />30 Beijing<br />65 Madrid<br />15 Zurich<br />60 Atlanta<br />5 Paris<br />200 New York<br />70 Mumbai<br />15 Abu Dhabi<br />1819 digital specialists<br />
  8. 8. Our clients<br />
  9. 9. Key take outs<br />Today’s presentation <br /><ul><li>The challenge for BT.com
  10. 10. Creating the online strategy
  11. 11. Measuring up
  12. 12. Strategy evolution
  13. 13. Conclusions
  14. 14. Where we are going
  15. 15. Questions</li></li></ul><li>The challenge for BT.com<br />
  16. 16. Situation<br />Situation<br />
  17. 17. The site<br />
  18. 18. Only…<br />
  19. 19. What was our strategy?<br />
  20. 20. Focus<br />
  21. 21. Creating the online strategy<br />
  22. 22. Strategic immersion<br />
  23. 23. Business analysis<br />10 Stakeholder interviews<br />Deep dive with CMS team<br />Analysis of business case<br />Analysis of scorecards<br />Analysis of web analytics<br />Newcastle call centre visit<br />Liveperson visit<br />
  24. 24. What did it tell us?<br />
  25. 25. User research<br />Analysis of segmentation<br />30 in-depth interviews<br />Usability testing<br />Benchmarking<br />
  26. 26. Engaging users<br />
  27. 27. Market audit<br />Competitor benchmarking <br />Comparator audit<br />Landscape<br />Desk research<br />
  28. 28. Strategic brief<br />
  29. 29. Out with the old…<br />
  30. 30. …in with the new<br />
  31. 31. Scrum Master<br />Product Owner<br />3rd parties<br />BT Design<br />Creative Team<br />Client Services Team<br />Scrum team<br />BT Operate<br />Roles<br />Marketing<br />BT Consumer<br />
  32. 32. Iterative process<br />
  33. 33. Test, learn, iterate<br />
  34. 34. Results<br />Product<br />Broadband<br /> Vision<br /> Calls & Lines<br />Conversion uplift<br />28%<br />61%<br />129%<br />
  35. 35. We need a bigger basket!<br />
  36. 36. Measuring up<br />
  37. 37. KPI framework<br />
  38. 38. Segmentation<br />Metrics<br />Pages<br /><ul><li>Packages Homepage
  39. 39. Calls Homepage
  40. 40. Broadband Homepage
  41. 41. TV Homepage
  42. 42. Mobile Homepage
  43. 43. Digital Vault Homepage
  44. 44. Visits
  45. 45. Visits from non-search Campaigns</li></ul>Awareness<br /><ul><li>% Repeat Visits
  46. 46. Visits from Search
  47. 47. Bounce Rate
  48. 48. Content Affinity
  49. 49. Customer Survey Proposition understanding
  50. 50. # Learn more clicks
  51. 51. View Demo/Watch Preview
  52. 52. Pages as above
  53. 53. Horizontal Nav pages. E.g.
  54. 54. Learn more – Calls and Broadband (packages)
  55. 55. Calling Plans and Costs (Phone)
  56. 56. How it works (Broadband)
  57. 57. What you can watch (Vision)</li></ul>Consideration<br /><ul><li>Pages as above (all)
  58. 58. # Get it now (# order journeys started)
  59. 59. All Up-sell
  60. 60. % Change
  61. 61. # Live Chats</li></ul>Preference<br /><ul><li>Order Journey Pages
  62. 62. Proceed to next stage
  63. 63. All x-sell
  64. 64. # completed orders</li></ul>Purchase<br />Note: purchase metrics will be broken down by product <br /><ul><li>All
  65. 65. Page Accessibility score
  66. 66. Page Updatability score
  67. 67. Section drop-out rates (EFM Score)
  68. 68. # Sign-ups to Your Account</li></ul>Hygiene<br />
  69. 69. Acting on insight<br />
  70. 70. Strategy evolution<br />
  71. 71. Help & support<br />
  72. 72. Existing customers<br />
  73. 73. Campaign integration<br />
  74. 74. Campaign focus on BT.com<br />
  75. 75. Role of content<br />
  76. 76. Conclusions<br />Key take outs<br />
  77. 77. Where we are going<br />Key take outs<br />
  78. 78. Questions<br />

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