OVERVIEW
Reimagining mobile marketing pages for Cox mobile to build brand awareness and increase sales.
We were asked to identify and redesign the Cox mobile marketing pages with the biggest sales impact for new and current customers. Our goals were to build excitement about mobile as a new offering, evolve design system components, clarify the paths to purchase for all customer types, and flex for upcoming marketing campaigns
​
For impact, our goals were to increase:
-
New mobile accounts for new customers
-
New mobile accounts for current customers
-
Cox mobile awareness and understanding
​
14 days post-launch, overall conversion increased 55.6%.
RESPONSIBILITIES
Content hierarchy strategy
Wireframes
Required states and scenarios definition
Client working session moderation
Narrative for client reviews
Visual design oversight
Prototypes
Functional annotations for delivery
TEAM​
Abby Reimer & Rachel Schwartz: Product Management
Leigh Watson & Franky Fang: Visual Design
Zoe Sherlock: Project Management
Len Weimer: Research
TIMELINE
4 weeks
LIVE SITE PERFORMANCE
Digging into the data
Before making design recommendations, the team sought to understand how the existing pages were performing. We factored this in to our assessment of what was and wasn’t working creatively. The highest performing page was actually out of scope for the sprint, because it’s owned by a different Cox team.
UX STRATEGY
Refocusing each page’s purpose
We hypothesized that Mobile, Mobile Data plans, and Deals & Featured devices were underperforming because of muddled, overlapping information and actions. We set out to refocus each page around a clear purpose that adheres to e-comm convention.
A) About Cox Mobile instead of Mobile
Purpose: Build hype, excitement, and understanding by showing how Cox Mobile meets user needs.
B) Shop all plans instead of Mobile Data Plans
Purpose Encourage users to pick a plan and make them feel confident about their choice.
C) Shop best device deals instead of Deals & Featured Devices
Purpose: Encourage users to pick a device (deal) and make them feel confident about their choice.
VISION OPPORTUNITIES
Finding areas for vision exploration
The teams aligned on using AEM Design System components for the majority of the pages. However, because Mobile is Cox’s priority emerging product, we were encouraged to evolve as needed for select high impact modules. We identified three focus areas:
WIREFRAMES
Establishing three unique hierarchies
Current customer requirements were more complex, so the team started with that version of each page and made sure to show the vision concepts in situ (outlined). For Shop all plans and Shop best device deals, similar purpose = similar hierarchy.
About Cox Mobile
-
Education: Intro, features & benefits, comparison, how to switch
-
Conversion: Plans, devices
Shop all plans
-
Plan conversion
-
Plan education
-
Other: Devices, more mobile info
Shop best device deals
-
Device conversion
-
Device education
-
Other: Plans, more mobile info
SEGMENT VARIATIONS
Accounting for new customer differences
Across the pages, copy and CTAs needed to be different for new customers, because to be eligible for Cox Mobile, they need to be a Cox Internet customer. To avoid user frustration later on, we recommended communicating this requirement early and often throughout the pages.
FINAL DESIGNS
Bringing the vision to life
Prototypes helped communicate our priority recommendations like:
-
Use collaged imagery to blend lifestyle imagery and subtle, reusable graphic elements
-
Leverage micro animations to add intrigue to educational and e-commerce moments
-
Add helpful friction points for customers who are ineligible for Cox Mobile
-
Let users “window shop” phone devices before entering the buy flow
RESULTS
Reviewing KPIs after 14 days
Relaunching these upper funnel pages to align with off-site marketing, segment offers, and new purchase paths is yielding positive results!
14-day pre vs. post launch metrics (launched on 03/29/24)
-
Overall orders: +55.6%
-
Page conversion rate:
-
MMMP + 50% increase
-
Plans + 8% increase
-
