XSUS

Context: XSUS is our online store where customers can change, upgrade their package, and explore offers.

My work: As the lead, I worked closely with my team to continually optimise the store, testing with CRO and targeting SEO key terms across our landing and article pages.

I specifically worked on:
- Increasing sales for Black Friday campaigns.
- Easing the cancellation journey.
- IVR testing for customers changing package by phone.
- Attracting customers to our best price online offers.

Making cancelling easier

After researching the problem, we re-designed our cancellation journey to create one that was user friendly.

The challenge was condensing the information into a palatable form without prolonging the inevitable – injecting enough personality into the copy in the hope that they would return.

Black Friday campaigns

Writing the messaging hierarchy, I was the point of contact for all teams using Black Friday content, liaising with POs and designers.

The messaging used clear, deal-led copy, with intensity increasing to match the escalating deals as we moved through the campaign.

IVR deflection

Customers call us to try and find a better deal for their package over the phone than they would online.

We ran a test that would let customers still call, but we’d re-direct them back to our online journey to change package page using an IVR (Interactive Voice Response) journey.

And as this is a journey about changing packages, we wanted to explore security options.

We created a new page and A/B tested users, splitting them between a hard deflection where they’d need to sign in, and a soft deflection which would sign them in automatically.

What we found confirmed our assumption. Customers were more likely to change their package through a soft deflection.

Best price online

I worked with CRO to test variations of banner copy for Sky Cinema deals, searching for the most compelling design for customers to explore our offers online, rather than calling in and negotiating with our agents.

User research found those that led with active or personal copy ‘Save’ and ‘Your’ performed better.