Growth Hacking Teardown

constructively criticising cool companiesbecause I’d love to get them as a client :)

Growth Hacking Teardownconstructively criticising cool companies

What's this all about then?Helping companies grow revenue by improving:- Website calls to action & visitor conversion- The customer journey & experience- Customer activation & retention- Opportunities to upsell & upgrade plus the odd little bit

about inbound

marketing, SEO and

other important stuff

Growth Hacking Teardownconstructively criticising cool companies

DisclosuresI’m a happy NOW customer. I like them.When I had a little buffering during Game of Thrones, I wanted to know why.The NOW Twitter customer service immediately responded. They checked out my account and suggested I upgrade to a faster connection. I didn’t know there was an upgrade option.

How could I not know about this. Were NOW missing out on lots extra revenue from customers like me? What did I miss when I signed up?

Time to investigate.

Love it. Clear statement of customer service intent. I’m excited to be here. HOMEPAGE 1/4

Obvious Call To Action (CTA). Good work.

Wait. Another CTA. Or is it just explaining what the phone number is for? Hmm.

I have a pretty big screen, but this is what I see. Use of important visual real estate could be better. Lots of white space.

HOMEPAGE 2/4

Eeek. That’s a lot of content in small font. I bounce through it because it too hard to read.

My eye is drawn to these links. I don’t click, but if I had done, would it help or hinder my pathway to buying?

Do I send you a message to switch? Not sure I get it. How is NOW making it easy?

For a tech company, only having a phone line for customer service feels weird. But am sure customer research identified this USP right?

This is very cool! Sadly the only place it is mentioned throughout the process. If it was famous…

If I did read it, its selling the Concierge service. I’m here for Fibre.. It’s a little confusing.

HOMEPAGE 3/4

Social proof is an important part of the customer decision. However, this takes me away from the purchase path to a page without a CTA. More on this later.

If I want ‘ultra fast’ is this not for me?

If this is an add on, might not be better to sell this later and not here. Keep me focused on your core product.

HOMEPAGE 4/4 More details, but a little added confusion. What is ADSL vs VDSL vs Fibre? I just want fast internet.

Another CTA. This time about ‘coverage’, whatever that means. Turns out, it is very important.

SIGN ME UP

This is where this takes me. I still don’t know the difference between these. But I enter my address and follow along anyway. Quick and easy.

SIGN ME UP

Ok, so they somehow relate to Mbps, whatever that is. Ah, I can click the (i) to find out. Got it.

What would be great here is a ‘use case’ or ‘how to decided what you need’ table. Help the decision = get a decision.Or I can call. Which is a lot of effort. Means someone has to tend the phones too.

What are these things and why do I need them? Maybe something better for later or after?

This is a great. Simple, smart and clear CTA.

SIGN ME UP

Crap. What is the plan I chose isn’t what everyone else has. You sewed a little doubt in my mind. Doubt is bad.

These look familiar, but the content isn’t, definitely different numbers. The red one was $10 before.

OK, lets go.

SIGN ME UP

Here we go, the ‘easy switch’ I was promised. Bring it on.

Hmm ok, why on earth do you need my drivers license??

SIGN ME UPNice, you remembered my address. Thanks!

Such as…?

SIGN ME UPHoly moly.. How long is this sign up form….

6 whole screens worth!Yikes. This is tough going

SIGN ME UPBest practice says, get a customer signed up and then ask all the questions in ‘after sales’

Perhaps this is where a phone call from NOW would provide a better customer experience.

SIGN ME UP

I don’t often read T&C’s, but I don’t know who ‘At Home’ are, so I feel pained to do so.

The same CTA as the start doesn’t make it feel like the last step.

Observations Part 1It didn’t feel like the quickest route to purchase- Multiple ‘calls to action’ on the home page diverts prospects from the path- Too much buying decision info in some places, not enough in others -- Missed opportunities to identify and accommodate different types of prospects- Extremely long ‘sign up’ form could cause hot prospects to bounce

Lets continue.

Growth Hacking Teardownconstructively criticising cool companies

Want get the full Teardown?- Other paths from the homepage

- About us & At Work sections- Customer Portal & Email communications

review- Inbound marketing analysis

Sign up to the blog to get the full Teardown by email

The Teardown Takeaways- Generally nice design feel and tone of voice. Much more friendly and ‘real’ than competitors- Too many ‘calls to action’ and disjointed content frustrate the buyer journey- No mechanisms to capture the interest of prospects not ready to buy- Missed opportunity to tell the NOW story and the ‘why’ behind the company- At Work section has no clear call to action and actually drives prospects away from the website- Emails and customer portal are great, but missed opportunity to re-engage and upsell- Poor execution of both paid and organic search activities. - No use of content marketing for inbound lead generation

My recommendations next and then we’re done

Growth Hacking Teardownconstructively criticising cool companies

RecommendationsWebsite- Review onsite analytics to understand the buyer journey- Segment buyers and optimise around the best converting path for each group- Design lead capture opportunities to build a prospect database to sell to

Inbound Marketing- Redesign campaigns around keywords, buyer groups and purchase pathways- Start content marketing, immediately. Every digital channel needs content

Business- Identify the most profitable parts of the business and optimise around that

Growth Hacking Teardownconstructively criticising cool companies

Want your own teardown?

Growth Hacking Teardownconstructively criticising cool companies

Identify how you can improve revenue growth- Contact me for a private Growth Hacking Teardown

Asa Coxa@asacox.cogrowthhacking.co.nzSign up to the blog to

receive the full

teardown via email - Other paths from the homepage- About us & At Work sections- Customer Portal & Email

communications review- Inbound marketing analysis