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Project Sample 1: {Life Mobile Site Audit} Client Overview • • • •

Client Name: Life Mobile Client Contact Information (phone/email): (include language restrictions if necessary): Alistair.Firth@ ee.co.uk Client URL: https://lifemobile.co.uk/ Client Google Analytics Account Number: UA61960805-1

classified conversion values as well as custom funnel paths to give us that extra data granularity to enrich our analysis. We analysed the data and optimised data sources to ensure that the results represented true customer traffic, creating filters to remove any EE/Life Mobile internal and agencies traffic – providing true site volume and journey analysis. MEC team created tagging development specification based on our review and instructed Life Mobile web development agency (Netlynk) to implement custom event tags across all Life Mobile Site

Technical Ability

Analytical Ability

MEC were given a task to review Life Mobile’s website with a view to identify site areas of weakness and come up with recommendations on how both the volume of traffic and conversions could be improved.

Through initial consultation sessions, Life Mobile needed to understand how well their website was functioning in terms of driving visitors from arrival onsite through to conversion i.e. to purchase of SIMonly plan.

LIFE Mobile is a virtual network established in 2013, and then owned and operated by EE - the UK’s biggest 3G network. As an MVNO (mobile virtual network operator), the company has limited abilities to change and differentiate its service offerings, making their website a vital asset in their customer and revenue figures. We started the project by running a complete audit of the site, reviewing existing scripts and connects and looking for biggest opportunities and quickest to implement solutions. GA set was re-worked to enable some of the more advanced options to enable richer and wider data to flow in – we replaced old GA .js scripts with UA .js scripst, enabled webmaster tools, demographics, in-page analytics and AdWords connector, bringing keywords and cost data into GA. MEC wanted to learn more about different channel efficiency and the impact on conversions, so we implemented GA goals, conversion funnels and 10.

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We approached the brief by doing a full Universal Analytics audit on the site – combining data from web analytics and site user experience data to create a list of recommendation for the site UX. Understanding the way customers use Life Mobile site – highest conversion paths, page depth – and overlaying rich analytical data – sources of traffic, land and interest pages, dwell and bounce rates, event tracking history - enabled us to come up with several strong recommendations. To ensure the accuracy of our analysis, we created a control and test period, for both pre - and post- paid site activity. In order to capture the full level of analysis required, the first step was to implement custom event tracking in order to understand how parts of the site were functioning from an engagement and conversion perspective. Button tracking was key to this analysis,

implemented through custom .js script with Category, Action and Label naming conventions. With customer events, we were able to set up key funnel flows through the site and identify which pages, buttons, links, UX designs etc. were either unengaging or causing traffic/visitors to drop out of the conversion funnel and off the site. From there, we could address the UX issues that were limiting the volume of on-site conversions seen. This analysis, with a set of recommendations was then submitted to the client to discuss development work opportunities (to be undertaken by their dev agency).

Contents Based on the above analysis we suggested three areas in which Life Mobile UX can be improved: 1. Review menu taxonomy – with 44% of homepage clickshare, the top menu ordering/hierarchy should be amended so the most popular buttons take prominence

2. Support optimal path ways with a clear call to action – via My Account area, to capture rich customer data, “Buy” buttons to be made larger/clear, aligned to customer interest to improve conversion rates

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3. Bring key pages into focus – Product pages need to be more engaging as they currently don’t capture the consumer’s attention well (short dwell time). Create an “About Us” section on the site to introduce Life Mobile and different touchpoint channels

In tandem with the core funnel analysis, Life Mobile needed to understand which traffic sources were driving the most engaged traffic to site with a view to optimising media spend to the most engaged sources. New/returning visitor, device-specific and geographical analysis was also carried out to understand the nuances of why certain traffic was more/less engaged in order to optimise paid activity accordingly.

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Business Impact Life Mobile received full site review and MEC audit document, highlighting numerous insights and recommendations.

Better understanding of customer device engagement and patters emphasised how Life Mobile customers want to interact with the brand – completely new and hugely valuable findings to the client, to be used in defining future digital marketing strategies.

As a result of our analysis, key traffic sources have been optimised - PPC keywords/campaigns and their respective conversion propensities have been prioritised, and an important affiliate - uSwitch has been highlighted as a key driver of high quality ‘converter’ traffic.

Regrettably due to 3rd part constrains, none of the UX recommendations have been implemented. Life Mobile web development agency (Netlynk) did not have the capacity at the time to carry out the improvement work scoped out by MEC. Following the acquisition of EE by BT, the Life Mobile brand is now managed by Team Connect, a combined MEC & Maxus agency. Client leadership team for Life Mobile (and EE) has transferred to Team Connect and they will take ownership of realising the recommendations with the client as part of the new Team Connect team.

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