Frontier Internet Deals

Overview

The business requested that we refresh the main promotional fiber page to be more deals focused, ensuring that customers are made aware of top offers above the fold.

We iterated many designs and did exhaustive user testing before settling on a page that enticed customers with irresistible discounts and promotions on fiber internet plans.

With the UserTesting platform, we crafted a comprehensive test for users to review the iterations and share their thoughts on the existing Deals page. From there, we refined designs to include lead promotional copy and content above the page fold, which tested well with users.

In the end, the project was a big success and showed a substantial lift in measurable traffic and click-through rates to the buy-flow cart experience, Frontier's main digital entry point for sales.

The challenge

The business saw a drop in sales from the Deals page and needed a lift in metrics.

Key challenges included:

• Not overwhelming users with too much promotional content.
• Keeping deals above the fold as much as possible.
• Ensuring top deals remained clear and noticeable.
• Removing content and copy from the page that was more of a benefit and not necessarily a deal (something that brings real monetary value to customers).

Research & discovery

We conducted comprehensive user research including:

• User interviews: We interviewed over 20 participants via UserTesting about the existing Deals experience, then conducted comprehensive usability testing on iterated designs.
• Competitive analysis/benchmarking: We evaluated 5 major brands in the telecom space to scope how they promote their internet deals.
• Usage data: We monitored the data on how users interacted with the page before and after the refresh.
• Stakeholder feedback: We collaborated closely with stakeholder and leadership teams every step of the way.

The solution

A deals web page that followed these principles:

Results & impact

The refresh exceeded expectations on launch across all key metrics:

Key learnings

This project reinforced several important principles:

• Above the fold is still an important principle.
• Lifestyle imagery is more personable and increases click-through rates.
• Fiber focused deals resonated best with users, many of whom were existing Frontier customers visiting the page for a promotional discount on their internet bill.