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. Key brand terminology and product names had changed with little warning. I suspected this would have thrown users off, or atleast left them confused as to what they were buying, especially if they frequented the page to top-up their plan.
• 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%