Portfolio / Project

Details

Client

Telstra homepage

URL

http://www.telstra.com.au

The Telstra website has traditionally funnelled all traffic through a homepage that was heavily slanted toward the consumer/personal segment. The brief to Boomworks was to create a new entry page that balanced corporate messaging, sales and service offerings to the personal segment, and key pathways to the Business and Enterprise & Government sites. Three rounds of iterative design, prototyping and testing provided clear insights into the fact that a minimalist page was the preferred solution for users marking a departure from the content and link-heavy pages of the past. A series of live multi-variant tests were conducted to measure the effectiveness of the new page vs. the existing. Throughout the testing phases, fine tuning of various elements of the corporate page were completed, with significant results. Over 9 weeks of A/B testing across 36 major data points, 35 proved positive for the new corporate page vs. the default. The page redesign met or exceeded ALL of the key traffic and self-service metrics. In September 2011, Boomworks updated the visual design of the page to reflect the new brand direction established by Telstra.

We were responsible for...

Telstra homepage

Connecting Telstra online