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BT - Kaizen and the art of continual improvement on BT.com
Iain Preston, Magnus Laarson and Jen Clapton, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards 2010
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.
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.
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