Vodafone —
Prepaid
UX Research, CRO
2021
Increasing the conversion rate by understanding the customers Job-To-Be-Done
Vodafone introduced a new type of prepaid plan: Prepaid Plus. This plan features recharges from $30, and includes unlimited standard national calls and SMS (plus international on selected plans), as well as a full-speed data allowance and Infinite data, which is unlimited data use capped at speeds of 1.5Mbps.
Prepaid Plus replaces Combo and a campaign has been created to incentivise customers to move to the new plan.
Vodafone introduced a new type of prepaid plan: Prepaid Plus. This plan features recharges from $30, and includes unlimited standard national calls and SMS (plus international on selected plans), as well as a full-speed data allowance and Infinite data, which is unlimited data use capped at speeds of 1.5Mbps.
Prepaid Plus replaces Combo and a campaign has been created to incentivise customers to move to the new plan.
Exploratory analysis
The value proposition canvas is a fundamental artifact to align the team on the user needs and the product's features.
Business data has been utilised to identify five customers profiles based on the Job-To-Be-Done framework:
- Bargain hunters. These customers are likely to change often providers looking for the best offer at the time. They are mostly students or low-income professionals.
- Modernist. This segment is similar to “Bargain hunters” but it is mostly represented by high-income professionals. Once on a contract, they moved to a prepaid service where they have better control of the inclusions. This segment tends to purchase high value recharges.
- Quick setup. They looking for a service that changes set up quickly. They not actively looking to better offer but they will change provider if they feel give them a better deal.
- Traditionals. This type of customer have a prepaid service for years. They have always been prepaid and normally don’t change providers.
- Emotionals. This segment looks prepaid to achieve an emotional job. A Prepaid service aligns with their ideologies and lifestyle more than any specific financial reasons.
Verifying the hypothetical framework
Two subjects for each of the profiles has been interviewed for a total of six.
Based on the interviews, three statements for each of the profiles has been written. Those statements have been randomised and used in a survey where the participants were asked their level of agreement about nine statements (1 is “totally disagree” and 7 is “I agree”).
The data gathered in the interviews have been used to formulate a survey that collected over 500 replies.
The objective of the survey was to validate the funding of the interview and create a picture population of the three profiles.
A stakeholders workshop has been designed to map how the product features relate to the customer needs.
Heuristic review
Heuristic UX review and funnel analysis has been conducting to identify friction points and areas of improvements
The review identified 8 points of friction, 7 opportunities and 2 UX/usability improvements. The main findings were:
Data also showed a high exit rate on the landing page.
Heuristic UX review and funnel analysis has been conducting to identify friction points and areas of improvements
The review identified 8 points of friction, 7 opportunities and 2 UX/usability improvements. The main findings were:
- The current typographic hierarchy of the landing page makes it difficult for the user to identify relevant information
- Elements of distraction move the users out of the conversion funnel
- The user flow is complicated (Don't make me think - Steve Krug)
- The current user flow might drive the user to select options (“Last Recharge” screen) that make them unable to redeem the offer.
Data also showed a high exit rate on the landing page.
Offer details
Understand and map the different products features
At the time of this A/B Test, there were 3 types of prepaid recharges available to the customers:
Prepaid Plus (PP+) been the latest recharge plan introduced by Vodafone introduce Infinite Data, which allows continue usage of data at capped speed when the Max speed data allowance is finished.
Infinite Data is a strong selling point for specific target groups such as Combo, PnG which they normally don't receive in their current recharge.
The customers are targeted with offers that reward them with Vodafone My Credit when they recharge a Prepaid Plus recharge of the value $30, $40 or $50.
Vodafone My Credit can be used to purchase add-ons such as extra data, international calls or used against the next recharge.
The objective of the campaign is to:
Customers are still allowed to recharge any recharge type or value, but they won't receive the offered reward.
Understand and map the different products features
At the time of this A/B Test, there were 3 types of prepaid recharges available to the customers:
- Prepaid Plus
- Combo Plus
- Pay and Go (PnG)
Prepaid Plus (PP+) been the latest recharge plan introduced by Vodafone introduce Infinite Data, which allows continue usage of data at capped speed when the Max speed data allowance is finished.
Infinite Data is a strong selling point for specific target groups such as Combo, PnG which they normally don't receive in their current recharge.
The customers are targeted with offers that reward them with Vodafone My Credit when they recharge a Prepaid Plus recharge of the value $30, $40 or $50.
Vodafone My Credit can be used to purchase add-ons such as extra data, international calls or used against the next recharge.
The objective of the campaign is to:
- incentive customers on effectuate a new recharge.
- Increase the customers on moving from a Combo Plus recharge to a Prepaid Plus recharge
Customers are still allowed to recharge any recharge type or value, but they won't receive the offered reward.
Problem statement
Express recharge features the "same again" option which allows the users to quickly recharge the same type and value of their last recharge.
This feature invites the user to tap the call-to-action without put attention to the details on the screen.
If the user taps "same again" and their last recharge does not match the requirement to fulfil the offer the user won't receive the reward.
It is assumed that some Combo customers tap "same again" without realising they won't redeem the offer.
This can be particularly valid for users that have been using the "same again" option for a long time and be exposed to the offer for the first time.
Express recharge features the "same again" option which allows the users to quickly recharge the same type and value of their last recharge.
This feature invites the user to tap the call-to-action without put attention to the details on the screen.
If the user taps "same again" and their last recharge does not match the requirement to fulfil the offer the user won't receive the reward.
It is assumed that some Combo customers tap "same again" without realising they won't redeem the offer.
This can be particularly valid for users that have been using the "same again" option for a long time and be exposed to the offer for the first time.
119%
increasement in offer fulfilment for the Variant when compared to the Control.8 0 %
of the visits to landing page is attributed by Combo Customers. The large proportion of Combo Customers has influenced the result of the test.Ideation
Prepaid Plus has been compared against the Vodafone and market prepaid offers to determine the unique selling points
The landing page has been redesigned to improve the conversion rate by:
Results
If the variation is implemented, the expected increment in offer fulfilment would be from 80% to 155% compared to the control.
Variation's offer fulfilment rate (7.7%) was 119.25% higher than the Control fulfilment rate (3.5%). There is 95% confidence that this result is a consequence of the changes made and not a result of random chance.
Prepaid Plus has been compared against the Vodafone and market prepaid offers to determine the unique selling points
The landing page has been redesigned to improve the conversion rate by:
- Adding primary information such as data allowance and cost and recharge expiry
- highlighting the offer expiry data to create a subtle sense of urgency.
- highlighting the three unique selling points of the Prepaid Plus recharge that has been listed on the page.
- Adding information in regards to My Vodafone credit and how the credit can be used to purchase add-ons
Results
If the variation is implemented, the expected increment in offer fulfilment would be from 80% to 155% compared to the control.
Variation's offer fulfilment rate (7.7%) was 119.25% higher than the Control fulfilment rate (3.5%). There is 95% confidence that this result is a consequence of the changes made and not a result of random chance.