Putting digital at the heart of BT
The Relationship
LBi and BT have worked together for more than eight years now, with engagements covering every possible digital channel and interaction. From designing BT.com, one of Europe's largest e-commerce channels, via helping BT evolve its brand in the rich application space, right up to building the unique social commerce platform that is Tradespace, LBi remains BT's most significant and trusted partner in the digital space.
The Work
Today, LBi is proud to work with BT as their retained Digital Agency of Record across Consumer, Business and Tradespace divisions. In the last 12 months alone, we've delivered against more than a hundred individual briefs, with the following key project milestones reached:
* A complete re-launch of BT.com for Consumer, delivering an entirely new design and experience over a legacy Customer Management System (CMS), to keep costs and change management to a minimum
* Re-design of BT Business on a new CMS platform
* New magazine site On Vision for BT Vision, a defining moment for BT.com in making it a content destination as well as a sales channel
* Re-design of the Your Account areas for consumers, offering enhanced functionality and improved features for billing and account management
* Rich application development and prototypes for BT's Global Financial Services division, aimed at the trading marketplace
* Integration of 'BT Family' from the ATL campaigns with BT.com for the first time
* Re-development of BT's social commerce platform Tradespace: an end-to-end re-design and development programme for this unique SME community (launch autumn 2009)
Together, we have designed ways of working that offer BT the flexibility and agility they need to get rapid and continual changes launched online faster than ever before. Coupled with a measurement and Key Performance Indicator (KPI) framework involving our analyst experts, we have underpinned the evolution of the site with a robust 'test and learn' strategy to deliver continual improvements in sales and performance.
The Outcome
Throughout the work, LBi has been talking to BT's customers and prospects to help hone the designs and content. This customer insight has created the most successful online experiences, delivering huge impacts in sales conversions. By way of example, the re-launch of BT.com has resulted in a 100% uplift in sales of BT Vision. Package sales achieved a 41% increase, Calls and Lines conversion doubled ,and sales conversion on Broadband rose by a third.
Tags: agile, analytics, branding, BT, client, community, corporate, design, ecommerce, ePr, featured, portal, retail, rich media, SEO, SMO, social, strategy, tech, transactional