AT&T: Barriers to Conversion
Agile Research Report
May 6, 2014
Table of Contents
Background & Methodology p. 1
Aesthetics and Comprehension
Implications and Recommendations
Thoughts from the Crowd
Barriers to Conversion Funnel p. 9
Study Tasks and Survey Questions p. 10
Background & Methodology
Ten participants were recorded interacting
with the AT&T mobile website.
For a qualitative understanding of behavior,
participants were asked to speak aloud
during the entire study.
The study included directional tasks and
post-study survey questions designed to
collect a strong quantitative set of data.
Respondents met the following criteria for
inclusion in this research:
● Age 18+ and owns a smartphone
Operating globally under the AT&T brand,
AT&T is one of the world’s largest
communication companies offering solutions
for both business and personal use. AT&T’s
mobile website allows users to shop, pay
bills, and contact support (among other
solutions) via their cell phones.
Areas of confusion, usability issues, and
barriers to conversion were the main
objectives in conducting this research.
MEN: 10% (1) WOMEN: 90% (9)
AVERAGE AGE: 33
PHONE MAKE AND MODEL:MAC: 60% (6) WINDOWS: 40% (4)
Flow between pages is INEFFICIENT and deters continuation
Online activity selected as enticing by users, such as shopping for mobile phones, requires more than
three clicks when accessing from the homepage.
Non-functional legend results in GUESSING around coverage
Lack of clear labeling leaves the user feeling unsure about the map’s meaning. Many users were left to
make assumptions regarding their coverage by AT&T’s 4G LTE network.
Important information IGNORED when placed lower in visual hierarchy
Users read information in the order that it is presented. Also, visually striking links were read above all
other content, while other content was ignored.
Page labels are not conventional and CONFUSE site visitors
Confusion arose when users were unsure about where on the site to find a mobile phone or smartphone.
Labeling pages differently than they are generally known creates blockers.
Page loading delay causes attentional FAILURE and significantly lowers
Pages are slow to load with little assurance that anything is happening.
“Seems like you have to click through a lot of
things just to shop for a phone."
SLOW LOADING PAGES
Participants exhibited a positive
correlation between verbalized
frustration and page loading time.
TOO MANY CLICKS
Smart phone shopping choices are
embedded deep within the selection
Two participants (20%) felt fatigued
by the amount of effort required to
complete the task.
PRIMACY AND RECALL
Participants felt most enticed by
AT&T’s mobile to mobile and
upgrade advantage. Information was
parsed top to bottom, devaluing
offers at the end of the hierarchy.NO REASON TO STAY
Six participants (60%) mentioned
wanting to leave the site due to lag
in loading. Many engaged in
alternative behaviors while waiting.
Drank water | 3/10 (30%)
Smoked | 1/10 (10%)
Closed Eyes | 2/10 (20%)
‘WHY CHOOSE AT&T?’ IGNORED
Information at bottom ignored in
comparison to information at top.
Mobile to Mobile | 5/10 (50%)
Rollover Minutes | 4/10 (40%)
AT&T Upgrade Advantage | 5/10 (50%)
Customer Care | 3/10 (30%)
World Class Phones | 2/10 (20%)
Web Offers | 0/10 (0%)
Failed Task | 1/10 (1%)
Inefficiencies in page loading and high click rate are
major deterrents to customer retention
“For me I have like a three click rule."
CLARIFY COLOR CODING
Almost all participants viewing the
AT&T 4G LTE network coverage map
were uncertain about color meaning.
‘MOBILE’ VS. ‘WIRELESS’
‘Participants hesitated when asked
to make a selection under “What are
you looking for?” Wireless is not an
intuitive category for smartphones.
White navigational bars below fold
were given significantly more
attention when asked to discuss site
Due to lack of clarity regarding the
map coloring, participants were
forced to make assumptions as to
whether or not they were covered.
Covered because close to major
metropolitan areas | 2/10 (20%)
Dark orange means covered | 8/10
‘Wireless’ intuitive|6/10 (60%)
‘Wireless’ not intuitive|4/10 (40%)
Aesthetics and Comprehension
Value lost when participants are forced to make
Navigational bars | 9/10 (90%)
Navigational tabs | 3/10 (30%)
Dynamic Banner | 2/10 (20%)
I'm assuming that wherever I see orange, I'm
covered and I really hope that's what that
means...Looks like I'm pretty covered.
How easy was it for you to
navigate AT&T’s mobile website?
Used legend unsuccessfully | 2/10
Navigational patterns showed a
tendency to read white navigational
bars first. Participants either did not
read, or appeared to struggle with
navigational tab meanings/value.
Thoughts from the Crowd
COMPLAINTS ABOUT LOAD TIME OFFERS NOT UNIQUEAT&T 4G LTE MAP CONFUSION
"I'm guessing this orange means that I'm good? It doesn't
actually explain what these different colors represent...but I'm
assuming that it means, orange means good."
"Everybody has upgrades."
“Mobile to mobile and free unlimited calls. I think that's
pretty standard though for most people now. And rollover
minutes, I hardly even use my minutes anymore.”
"Okay so now the legend came up, but it's not showing me the
actual colors of anything. So I don't..am I supposed to click on
this?...It's all white, does not tell me anything."
And I am on a wifi connection and it's generally a very good
connection, I guess it's just a little bit slower…”
"If it takes this long in actuality I think that that's a huge
detractor. Um if I'm on my mobile phone I want my
information fast, so I would definitely make sure that it's
fast in real life, like in a real use case.”
“I guess the fact that they have top of the line phones, but
then again, which carrier doesn't."
“By the time it loads you forget what you were looking for."
"I think I'm well covered but it's hard to tell from the visual.
I feel like the visual is confusing. It could be clearer."
"So again, I mean, that is where I am, and it's showing me a
bunch of blue, which I'm gonna assume is, means covered?
But I don't know and wish it was easier to tell. I keep trying
to hit legend here but I'm not getting any real information. It
doesn't say, 'blue equals covered.'"
Barriers to Conversion Funnel
Delay in Page
times to ten
times to ten
unclear in item
Occured 4 times
to ten people
times to ten
Areas inhibiting customer conversion
Appealing experiences and a few cases of
confusion and errors
Map color coding is
difficult to interpret.
Easy fix is to
superimpose legend on
top of map or add copy
such as “you’re covered
Pages were slow to load
and many participants
expressed a desire to
leave the site altogether.
POOR TITLE CHOICE
Participants gave little
value to the top navigation
bar, and some commented
on the vague name
Re-label navigational tabs to
fit their subpage categories.
Delay in activity occurred
when participants were
asked to find
Rename “wireless” to
Features at the bottom of
the page were either
or noted as non-valuable.
Interweave valuable with
non-valuable to increase
White navigational bars
were noticed significantly
more than other
Implications & Recommendations
Salvage conversion rate by adding colored legend to coverage map
Re-design the legend to reflect map’s color coding. Legend should be simply structured with colors adjacent to
Rename navigational categories to fit conventional terms
Use tab titles and navigational link titles like “mobile” or “smartphone” to make navigation more intuitive. Update
names as societal terms evolve.
Interweave valued ‘Why choose AT&T?’ points with non-valued points
Bring attention to overlooked ‘Why choose AT&T’ paragraphs by placing them between valued paragraphs. As users scroll
down, they will be required to look at previously missed information.
Eliminate too much clicking and unnecessary page loading time
Re-label homepage navigational tabs to lead directly to smartphone shopping or other highly popular pages, to
reduce clicking. Remove unnecessary text or high resolution images to reduce loading time.
# Survey Questions Type Values
1 Is this what you would expect to
find when visiting AT&T’s mobile
website? (please explain yes or no
2 If you have a wireless carrier
currently, who is it?
3 How easy was it for you to navigate
AT&T’s mobile website?
4 Have you ever visited your current
wireless carrier’s mobile website?
5 Overall, how was your experience
with AT&T’s mobile website?
# Study Tasks
1 Without leaving the initial landing page, what do you think
you will be able to accomplish on AT&T’s mobile website?
2 Navigate to the “Why choose AT&T” section. Is there
anything here that entices you to choose AT&T as a
wireless carrier? [Speak Aloud]
3 Now find AT&T’s 4G LTE network coverage for voice service
in your area. Are you covered well? [Speak Aloud]
4 You want to see what smartphones are available; where
would you go to find these? Do they carry the phones you
would expect? [Speak Aloud]
5 Now that you’ve researched AT&T you want to visit the
closest AT&T store. Where is the closest one to your
current location? [Speak Aloud]
All video results Task Statistics Survey Data
Online Results Access