Reducing Call Centre Overload by Enhancing the Contact Us Page
P&O Cruises, one of the oldest cruise liners in the world. Faced some challenges with users overloading their customer service centres due to not fully utilising self-service options on their Contact Us page. This cause long waiting cues and frustration to users who needed to make enquiries. We were engaged to enhance their website through CRO experimentation with the aim reduce call volumes and improve user engagement on their contact us page.
Test and Learn
In our experiment, we found that 59% of desktop users preferred Concept 2 over the control version, resulting in a 22% reduction in call centre volume. FAQ interaction increased by 537%, and chat bot usage rose by 12%. On mobile devices, 141% more users preferred the new contact page, with FAQ interactions increasing by an incredible 3586% and chat bot usage increased by 29%. Additionally, mobile users' clicks on the call centre number decreased by 10%.
Overall, the new design received more engagement, and the exit rate consistently outperformed the control version across devices. Our results indicate that many users were able to find their answers through the FAQ and chat bot before resorting to calling the company directly.
Other projects
Bendigo Bank: Empowering users in their Home Loan journey
Streamlined the home loan page with a repayment calculator, boosting user engagement and inquiries.
R.M. Williams: Enhancing product discovery on the homepage
Redesigned the contact us page to prioritize FAQs and chat bot, cutting call center volumes and improving user interactions.