While Head of UX at Karmarama, I worked closely with stakeholders at BT to optimise their main consumer website and increase conversion. BT's order journey is long and onerous, even for desktop users. But the complexity of underlying systems means improving it is a massive challenge for BT's CMS team. With poor conversion rates on mobile devices, and mobile traffic growing steadily, something had to be done.
Using a technology platform from Mobify we were able to create a radically optimised mobile version of existing pages, without having to update the CMS.
Conversion rates doubled.