One Touch Switch Launch: Transforming the Digital Customer Journey

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Strategic Approach

Phase 1: Deep-Dive Research & Analysis

I began where I always do—stepping into users’ shoes through rigorous data analysis:

Data Sources Analysed:

• Six months of chatbot conversation data
• Monthly call reasons and patterns
• 1:1 customer interviews
• Website behaviour and drop-off points
• Abandoned basket patterns (with Marcomms, Portfolio, and Dev team)

Phase 2: Cross-Functional Collaboration & Content Creation

Working with Marketing, Sales, Engineering, Operations, UX team, Content, I led the digital strategy:

Content Development:

• Wrote comprehensive web copy positioning OTS as a customer benefit
• Created detailed FAQs addressing common concerns
• Developed support documentation for internal teams
• Produced ‘How To’ video series—among the first in the industry to educate customers on the new switching process
• Implemented strategic SEO optimisation across all OTS content—targeting high-intent keywords like “one touch switch,” “how to switch broadband,” “broadband switching process”
• Built content hub architecture ensuring internal linking and topical authority
• Optimised meta descriptions, title tags, and header structures for maximum organic visibility

Strategic Implementations:

• Optimised results pages and COP (Customer Order Process/Ecom) with clearer information
• Highlighted add-ons at strategic journey points

Phase 3: Conversion Rate Optimization Blitz

Over six months, I drove relentless CRO efforts across the digital ecosystem:

Major Launches:

• New Homepage optimised for OTS messaging
• Broadband Pages redesigned with customer pain points front and centre

Strategic Content Integration:

• Added OTS content to relevant pages earlier in the user journey
• Updated COP to align seamlessly with OTS steps and functionalities
• Tested new brand messaging across touchpoints

COP/E-commerce Design Testing:

• Conducted extensive testing on new e-commerce designs in Figma
• Ran user preference test on new designs with real audience
• 38% of users selected winning design for OTS step—validating approach with data
• Worked in testing environment to refine COP + e-commerce journey
• Informed final design decisions through user insights

Phase 4: Continuous Monitoring & Optimisation

End-to-End Digital Strategy Management:

• Managed website content across Sitefinity and Strapi headless CMS
• Implemented SEO optimisation across all OTS-related content
• Monitored site performance, accessibility, and functionality
• Ensured brand messaging alignment while adapting to regulatory requirements

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Key Results: FY 24- 25 Performance

Exceptional Conversion Performance

• 69% online conversion rate for One Touch Switch adoption
• Conversion rate improvement from 18.5% (post-OTS launch) to 25% following optimisations
• 7% improvement in journey completion rates across digital properties

SEO & Organic Visibility Dominance

• Zen’s OTS blogs and informational pages consistently ranked in the top 3 Google search results for key OTS-related queries within the first week of launch, outperforming established competitors
• Zen’s OTS information hub achieved an average click-through rate (CTR) of 18%, exceeding the industry benchmark of 5–7%, and maintained a bounce rate below 35%, indicating strong content relevance and user engagement
• First-mover advantage in content creation captured high-intent organic traffic during critical industry transition period

Traffic & Engagement Growth

• 20% month-on-month traffic growth driven by strategic content and SEO
• Reduced customer confusion through proactive education (reflected in decreased call volumes related to OTS)
• Strong organic traffic influx from customers researching OTS across the industry

User-Centric Design Validation

• 38% user preference for winning new design for OTS step—proving research-backed approach

“OTS was always going to be a challenging time and you helped us to get through it.”

-Emma Hargraves (Senior Marketing Manager)

What Made It Work

1. Research-First Mentality

Rather than guessing, I let six months of real customer data guide every decision. Pain points weren’t assumptions—they were evidence-based insights from chatbot logs, call reasons, and customer interviews.

2. Cross-Functional Orchestra

Success required conducting a symphony: Marketing’s brand vision, Sales’ customer insights, Engineering’s technical constraints, Operations’ process knowledge, UX’s design expertise. Working with broader Marcomms team, we aligned every touchpoint.

3. SEO First-Mover Advantage

By launching comprehensive, SEO-optimised OTS content early in the industry transition, we captured top organic rankings from day one. While competitors scrambled to explain One Touch Switch, Zen’s blogs and information pages were already answering customer questions at the top of Google—driving high-intent traffic and establishing thought leadership.

4. Test Everything, Assume Nothing

From hero banner CTAs to new OTS layouts, we tested with real users. That 38% preference for the winning design? That’s not intuition—that’s users telling us what works.

4. Strategic Content Placement

Moving OTS content earlier in the customer journey—rather than saving it for the COP—meant we educated and built trust before friction points emerged.

5. Agile Optimisation

Watching conversion rates drop post-OTS launch could have been discouraging. Instead, it was a signal to optimise. Six months of continuous improvement took us from 18.5% to 25%—proof that iteration wins.

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Key Takeaways

For Digital Strategists:

1. Let customers guide your strategy: Six months of chatbot and call data revealed more than any brainstorm could
2. SEO timing matters: Being first to market with optimised OTS content captured top rankings and established thought leadership while competitors were still planning
3. Content is conversion: Educational ‘How To’ videos and clear FAQs directly addressed anxiety and drove adoption
4. Test in the real world: User preference testing (38% win rate) validated design decisions before full launch
5. Optimize the whole journey: Moving critical info earlier (OTS) reduced drop-offs downstream

For Teams Managing Change:

1. Cross-functional collaboration isn’t optional: Marketing, Sales, Engineering, Operations, UX—every voice mattered
2. Regulatory changes are repositioning opportunities: OTS wasn’t a burden; it was a chance to build trust
3. Monitor, measure, iterate: From 18.5% to 25% conversion came from relentless optimisation, not a single big idea

For User-Centric Marketers:

1. Educate before you sell: ‘How To’ videos and blogs removed barriers before customers hit friction
2. Your COP is your conversion killer or champion: Aligning it with customer expectations changed everything

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This case study demonstrates how research-led digital strategy, cross-functional collaboration, user-centric content, and relentless optimization can transform industry-wide challenges into market-leading performance—achieving 69% online conversion and establishing best practices for regulatory change management in telecoms.