Virgin Media Optimization & Testing
All digital improvements were conducted by the CRO optimization designers on my team, who designed and tested every new idea and experiment - over 300 tests a year.
Homepage Engagement - animated content
This screen recording shows an example of an A/B test on the Virgin Media homepage, featuring an entirely code-generated animation approach with no video used at all. This was intended to bring interest and engagement to the "Why Choose Virgin Media" content.This experience also incorporated a machine learning data product that provided individual customer pricing based on postcode. The content is linked to scroll, creating a fluid animation that flows smoothly both forwards and backwards as the page is explored. It loads in the background after the main page has rendered, ensuring there is no SEO penalty or performance hit.
Results
Neutral conversion, 4% increase in next-step progression.Product Card redesign
Another A/B test I led focused on redesigning Virgin Media's product cards, which as is the case with many telco's, were long, detailed and very hard to understand. By incorporating product-specific imagery and streamlining the information architecture, we enhanced the visual appeal and established a clearer content hierarchy. This allowed users to compare bundles more easily based on content and pricing, improving overall engagement and user experience.
