Everstream

Optimizing the user experience of a rapidly expanding telecom provider to increase in-bound inquiries.

Project Summary

The Opportunity

Everstream, the business only fiber network, is rapidly expanding its service area throughout the Midwest. As they expanded their footprint, Everstream looked to improve the user experience on their site to drive more inbound leads.

The Strategy

We recommended optimizing the high-value touchpoints on the Everstream site: their network map page & their contact us form.We designed & developed a custom map using a GIS API, HTML, CSS, PHP, and JavaScript. The new network map experience was designed to decrease conversion friction & gather business intelligence. The new network map leveraged a GIS API to allow customers to look-up their business address and see how close to Everstream’s fiber line they are. From there, their address could automatically be passed into a request a quote form, reducing friction to conversion for those individuals. Further, the new network map allowed Everstream to more accurately track the queries of address searches, providing their team with valuable business intelligence.We then conducted an A/B test of a 2-step vs. 1-step contact form experience. Prior to executing the test, we worked closely with Everstream’s internal marketing & sales teams to design the 2-step experience in a manner that allowed Everstream to collect partial form fills. By leveraging marketing automation in Pardot, we enabled Everstream to programmatically collect the fields that were not completed initially.