We increased digital inclusion in rural communities
Wessex Internet is passionate about upgrading the countryside. Their aim is to connect communities across Dorset, Wiltshire and South Somerset to fast, reliable broadband. By thinking outside the box and building full fibre networks, all supported by government investment, they are able to deliver superfast, affordable broadband to places other companies are unable, or unwilling, to go.
Their mission is to make sure rural communities are not left behind forever.
The Challenge
Wessex Internet was preparing for changes to its Salesforce system that would direct a growing number of prospective customers into the online order journey. However, the business had identified a low conversion rate within this funnel. To address this ahead of increased traffic, Wessex Internet wanted to optimise the user experience of the order journey, with the aim of reducing friction, improving usability, and ultimately increasing order conversions.
The existing order journey was underperforming, with a low conversion rate highlighting friction in the user experience
The first step of the order journey had a 68% drop off rate
The challenge was to improve the journey before traffic increased, creating a smoother path to purchase and boosting conversions
What We Delivered
We began with an analytics review of the order journey, which revealed a significant 68% drop-off rate at the very first step — an optional email capture form. This immediately highlighted an opportunity to reduce friction by removing an unnecessary barrier early in the experience and introducing email capture later in the journey.
From there, we conducted a competitor analysis across four key providers, comparing their order journeys and overall levels of engagement against established UX principles. This helped us identify common patterns, strengths, and opportunities that could inform a more effective experience for Wessex Internet.
To deepen our understanding, we then carried out a full review of the existing Wessex Internet order journey alongside user testing on the current website. By asking users to complete a series of tasks across the different order pathways, we were able to uncover pain points, usability issues, and areas where the journey could be improved.
How We Work
A proven process that delivers results, from discovery to continuous improvement.
Thinking about a similar project?
We map your user journeys, design for clarity and ease, and connect your digital experience to your operational workflows, so users, teams, and partners get an experience that works first time.
