Who EE.
What Fix page health and boost product conversion
Why Following page updates, EE's product page for Pay as you Go SIM plans dropped drastically. I was asked to fix part of the problem by improving the page design. Following our iterative designs, continuous user testing and A/B testing, we doubled conversion and improved the channel share by 4%.
My role As a designer on this project, my role was to help identify pain points in the current journey through research and data, and to improve the user experience.
Discovery
I reviewed the underperforming page to check for obvious issues. I then validated these with user-testing.
These issues were:
• Unfamiliar wording and phrases around plan names and structure
There had been changes implemented to the plan names which revisiting users would have been unfamiliar with.
• Unexpected user flow
The journey itself had changed, and EE had introduced a new 'plan type' option that required users to make another decision about their purchase.
We know from previous research that users want simplicity when it comes to buying a PAYG plan. When EE introduced 'plan types' into the mix, it created another decision point - and one with little explanation for the user.
Action
Knowing the page had become sensitive to change (and impacts of paid marketing and SEO needed to be considered), I was reluctant to make any drastic changes in one go.
First uplifted design and user testing
The final design for now.
After a Pay as you Go page update going live in April, there was a negative impact on Conversion and Channel share. For the month of April the conversion on 30 day SIMs was about 2% and the channel share was about 28-29%.
Following our iterative designs and continuous user testing and A/B testing, we are now at a conversion rate of 4.2% for 30 day SIMs and a channel share of 31.4%