top of page

EE Limited
Homepage Optimisation

ee.jpg

The Problem

As Head of UX and Content, I was tasked with optimising and personalising the EE homepage to boost engagement and improve key user journeys.

The homepage acted as the digital storefront - high in traffic but low in engagement. Our goal was to turn it into a dynamic, user-centred space that guided visitors to our most valuable propositions and red route journeys. The aim was clear: improve satisfaction, increase conversion and make every visit count.

Screenshot 2024-03-13 at 19.10_edited.jpg

The Challenge

  • Low engagement: the homepage attracted high traffic but failed to retain users or guide them to key actions.

  • Complex layout: a rigid CMS template limited flexibility, making it hard for Brand and Marcomms to communicate effectively with customers.

  • Underperforming conversion: sales and My Account interactions were lower than expected.

  • Missed growth opportunities: cross-sell potential wasn’t being realised, with key propositions buried or overlooked.

The Approach

User Research: we carried out in-depth research through interviews, surveys and heatmaps to understand behaviour, needs and pain points.

Data Analysis: we reviewed interaction patterns and drop-off points to identify where users were getting stuck or disengaging.

Collaborative workshops: cross-functional sessions with UI Design, Product, Brand and Marketing helped us align on priorities and shape practical solutions.

Prototyping and Iteration: using our insights, we built interactive prototypes and tested them with users, refining the design through multiple rounds of feedback.

In a Meeting
Screenshot 2024-03-13 at 19.20_edited.jpg

Key Strategies Implemented

  1. Navigation improvements: added clear access to login and the store locator, making key actions quicker and easier to find.

  2. Personalised content: used customer data to surface relevant offers and recommendations tailored to individual needs.

  3. Flexible layout: redesigned the page with a clear visual hierarchy, reducing clutter and guiding attention to what matters most.

  4. Performance optimisation: improved load times by optimising images and trimming unnecessary scripts, creating a faster, smoother experience.

Results Summary

  1. Increased Engagement: post-launch metrics showed a strong uplift in engagement, with longer session durations and higher interaction with key CTAs. Direct logins to My Account increased by 30 percent.

  2. Improved Retention: the logged-in state in My Account surfaced valuable details like device type and contract length, enabling us to deliver personalised in-life deals and early upgrade offers throughout the journey.

  3. Stronger CRM Impact: CRM traffic could now land on personalised homepage content, reinforcing consistent messaging and increasing relevance for returning customers.

  4. Conversion & Journey Flow: funnel analysis highlighted key drop-off points. We addressed these with targeted messaging, relevant offers and product recommendations, improving conversion and user experience at critical moments.

  5. Increased Average Order Value: by testing cross-sell opportunities, we achieved higher AOV through personalised bundles, add-ons and recommendations aligned to user needs - driving more value per transaction.

bottom of page