Published by isobel.regan@dontpanicprojects.com
Published Date 19.06.2023 
We are really excited to share that we have been shortlisted for Best Use of Conversion Optimisation at the UK Digital Growth Awards 2023. At Vodafone, our on-going priority is to identify ways we can improve the online experience for our customers, to ensure it’s the best it can possibly be. To be shortlisted for this award is a really proud moment for everyone that works on our optimisation programme.
Vodafone UK at a glance
Vodafone UK has been building brilliant digital experiences across an ecosystem covering web, mobile and app. Putting the customer at the heart of everything we do, we continuously assess our system and build new features and functionality based on user needs.
In an ever-evolving digital world, a strategy for continuous insight-led optimisation was established from the ground up in early 2020, ensuring we can take actionable customer insights and use them to create experiments for optimisation.
What we have achieved
The optimisation programme has been created and scaled to meet both business and customer needs and includes a brand new cross functional programme spanning product & sales, user research, experience design, engineering & analytics. We worked closely with Accenture to ensure we had the necessary development and analytical skills for success.
Effectiveness is at the heart of everything we do. Each experiment is evaluated and shared with the business for transparency and awareness. Clarity and visibility of all results – not just the winning tests – has been key to the data driven foundation which the programme is built on. We have not only driven a cultural shift but are now helping shape the future strategy of the business.
Within the last 12 months, the programme delivered over 150 experiments in a collaborative and cross-functional approach across two tribes, 5+ disciplines, and 8 agile squads, involving over 100 people across two major UK brands – Vodafone and VOXI.
What sets our approach to experimentation apart is the focus on identifying genuine pain points in the customer journey using data, and solving them through tests, rather than simply testing ideas without basis in insight. This unique approach has enabled us to avoid the common pitfall of new optimisation programmes – the plateau effect – and achieve year-on-year volume and value growth with a remarkable ROI.
How we feel about being finalised
Everyone is really excited about our award entry and grateful that their efforts are being noticed externally – it’s been the talk of the office over the past few weeks! Being shortlisted at this year’s UK Digital Growth Awards is a great demonstration of the team’s effort and dedication to improving our customer experience. To win the award would be a great honour and achievement for everyone.
