Comcast Business Enterprise - Retail

Key Stakeholder - Emma Powers, Executive Director of Enterprise Marketing

A Quantitative Goal with Qualitative Problem 

Comcast Business Enterprise offers data and network solutions to a range of large scale organizations ranging from healthcare, hospitality, governmental, educational, and retail. The stakeholder ask for this project was to update the existing Business Enterprise Retail Learn Page to focus on Comcast’s wins and offerings within the industry to further connect with potential customers while increasing site traffic to both features and acquisition pages with a final goal of retention and conversion.

Use Case

Large Scale Retail Customer

Enterprise Retail is intended for large scale retailers - department stores, shopping malls and scaled brick and mortar stores. The target customer requires networking solutions that offer both security and trust when handling sensitive consumer data and transactions. Our main challenge was to create a Learn page which spoke to stakeholder and customer needs while also refining the Learn to Acquisition flow.

Existing

Working with marketing and analytics, we identified key content areas for development. At intake, the page content spoke of offered services - some of which not relevant to potential and existing Enterprise Retail customers, while overlooking Comcast’s Industry achievements which would further resonate with the customer, ultimately building trust - leading to conversion. There was also a great opportunity to leverage updated content and copy language across the experience.

Working directly with Enterprise level Marketing Directors the we were able to pull relevant site content to the user journey.

New Page Features

After identifying areas of opportunity and aligning with stakeholder asks / expectations we where able to create new page features which lent themselves to a more cohesive experience across the page.

Iterations

How can we incorporate these newly identified elements into the existing page architecture while not overwhelming the user with excessive content and detracting from the overarching objective of funneling traffic to acquisition? Refinement came after multiple rounds ideation working closely with marketing, copy, and content teams to define an overarching page narrative.

Finalization

After a two week sprint leveraging stakeholder input we where able to identify key target points to move forward with into a finalized design focusing on building user trust while supporting the learn journey of the page.

View Prototype

Success Metrics / Future Roadmapping

Post launch, users have been spending on average a minute more of engaged time on the retail page week over week for 3 weeks according to month-over-month data which translates to an 35% increase in traffic overall when compared to the greater Comcast Business Enterprise site experience week-over-week. Future roadmapping for this page will be determined by Q4 engagement analytics which will allow the CDX team to identify the pages impact on the overall Learn to Shop user journey.