Tool for customers to learn about what channels and TV programs are included in TV packages and compare across TV plans.
Problem: Complexity in # of TV package options (lots of TV packages with not a lot of clarity on differentiation between packages) coupled with a growing Cord Cutter/Cord Shaver market. When users engaged with tool, conversion for TV went up, so tapping into that moment was critical.
Scope: Create a tool for users to go deeper into TV plans, compare quickly across 2 plans at a time, search by program or network, and allow for seamless ordering directly from the tool. Enhancements to tool included elastic search, AEM integration, backend feeds, popular packages view, and upsell capability for both new and existing customers. Project done in Agile.
Role/Value to team: Strategy, Oversight, ensuring on-time, on-budget delivery of tool and managing executive expectations around scope of sprints. Expertise in TV market, prospect marketing, and positioning of plans.
Results: More visitors converting on higher tier TV packages +108% increase conversions on top tier package. FTV Cart Add increased by 4.2% and Mobile FTV conversion increased by 55%