Vodafone — Prepaid
A Heuristic Review Unveils Solutions for Enhanced User Experience and Offer Fulfillment
Vodafone introduces its groundbreaking "Prepaid Plus" plan, aiming to replace the previous "Combo" plan. The Prepaid Plus plan offers recharges starting at $30 and includes unlimited national calls and SMS, full-speed data, and Infinite data with unlimited usage at 1.5Mbps speeds. A strategic campaign encourages customer migration to this innovative plan. The article also discusses a heuristic review conducted to identify user experience issues and highlights solutions to improve offer fulfillment. The redesigned landing page and its outcomes are presented, projecting a significant increase in offer fulfillment rates.
Vodafone launched the innovative "Prepaid Plus" plan, offering recharges starting at $30. This plan included unlimited national calls and SMS (with international options), full-speed data, and Infinite data (unlimited data usage at 1.5Mbps speeds). "Prepaid Plus" aimed to replace the previous "Combo" plan, supported by a strategic campaign to encourage customer migration.
Heuristic Review
An heuristic review and funnel analysis was conducted to identify friction points and improvements, resulting in findings like:
Complex user flow
Typographic hierarchy issues
Distraction elements
High exit rate on the landing page
Problem Statement
The "Same Again" option in Express Recharge led some Combo customers to tap without considering offer details, potentially missing out on rewards.
Solution
The redesigned landing page aimed to improve conversion by emphasising key information, offer details, and the use of My Vodafone credit.
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
Outcomes
Implementation of the variation was projected to increase offer fulfillment from 80% to 155% compared to the control group. The variation's offer fulfillment rate (7.7%) was 119.25% higher than the control rate (3.5%), with a 95% confidence level in the results.
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