The CEO called it a ‘Game Changing’ website

The challenge

The Utility Warehouse’s is the UK’s 7th largest utility company with over now 600,000 customers and the UK’s fastest growing brand. It sells Gas, Electricity, Landline, Broadband and Mobile and has a shopping discount ‘club’ that customers join. It is sold via a network of 42,000 UK Distributors. The website was confused, unclear and broken in large areas. It didn’t reflect the status of the brand. It was largely utilitarian and required a sales person (distributor) to guide a customer through it. Consequently few distributors used the site. The online application process was confusing and not used (only 12% of sign ups came online) and abandoned cart levels and mistakes on the application form were high. We also knew that only a third of customers were taking 4 services or more.

 

Thinking differently

Make it simple. Sign post it well. Make the messaging strong and navigation intuitive. That was our brief to ourselves. Our first job was to do more with the brand, get that right, and everything else would fall into place.

We conducted brand workshops to hone messaging and customer promises and to develop the visual language. We delivered a logical structure and regular and simple signposting. We rewrote the entire website and developed the look for their shopping area (Find me the cheapest) and customer areas (The Clubhouse). We took offline a whole project to improve the application process resulting in developing a self correcting, session based form which paid dividends in the results. We delivered wireframes, PSDs and HTML to the inhouse IT department embedding our own PHP developer with them for 3 months to ensure a smooth handover and integration. We devloped simplified messaging – such as the service promise and delivered a content strategy and guide for the client’s inhouse teams to follow.

Results

The website was a huge success. The CEO called it ‘Game changing’. We moved 12% online signups to 75% and customers taking 4 services or more from 33% to 65%.