Summary
This paper tells the story of how a bold change in creative design approach delivered dramatic improvement in sales conversion and return on investment in a time of declining budgets and traffic for BT.com. It demonstrates the impact and effectiveness of continual creative improvement on one of Europe’s leading e-commerce sites, which has been progressively evolved to meet customers’ needs and make good on the brand promise of ‘Bringing it all together.’ As a result of the campaign, short-term payback figures demonstrate up to an incredible £50.62 in profit for each £1 spent on online.