TalkTalk are one of the big 4 ISP’s within the UK, serving ~2.5 million customers. The aim is to provide value through being an alternative broadband provider that provides “the same” but for less. Around 70% of customers visit the TalkTalk website on a mobile device.
The three core pages I worked on as part of the add-on journey. Digital Voice, TalkTalk TV and Extras.
TalkTalk has a variety of add-on services for customers to tailor their package with. It’s an expanding set of products to maximise customer lifetime value and provide benefits expected from a broadband provider.
Some of these are more expected such as call plans, TV and entertainment. But the range spans further with Wi-Fi coverage, security and price freeze add-ons.
A customer will have been through at least 6 steps before getting to add-on products.
Previously, there were up to 4 add-ons across 4 pages. The pages themselves were fairly brief and exposing more detail through a modal.
So it wasn’t too taxing to move through them—but this approach didn’t fit the scale of the range of products available now. Since this design there were further TV and broadband services with more planned.
Before: previous iterations resembled the following
A frequent area for customer feedback was figuring out how much something costs, how long you’ll be paying and whether the price will increase. This is an industry heavily driven by price comparison, so this can really make the checkout process a burden and create doubt.
Other research found that customers struggled to understand the value each additional service would give them. This makes a purchasing decision difficult, where competitors can have a clearer and (sometimes) more costly proposition.
Testing found that for each additional add-on page added into the journey there could be an ~8% increase in dropouts. Consequentially, in sales journeys that didn’t feature any add-ons it left customers wondering—particularly TV and entertainment. As all competitors have something.