Domestic utility troubleshooting landing pages – the good, the bad and the ugly

Domestic utility troubleshooting landing pages – the good, the bad and the ugly

Over the past week we have been looking at self-serve portals catering for utility-related domestic emergencies and troubleshooting. Below we compare 10 landing pages, although the definition of a landing page changes from supplier to supplier, which can make things a bit confusing. Overall, BT, Homeserve and Thames Water have the best landing pages and Orange Broadband scrapes the bottom of the UX barrel.

 

BT Fault Tracking

 

We like:

  • Ranks first on Google search
  • My options are clearly presented
  • Immediate engagement if I have a faulty phone line
  • Non-emergency self-help box
  • Attractive layout
  • Excellent cookie settings

We don’t like:

  • URL not memorable
  • Not easily accessible via the BT Homepage
  • Confusing navigation
  • No phone numbers
  • Green icon stands out the most, but misleadingly it is not a button

 

Homeserve Repairs

 

We like:

  • Clear signposting and calls to action for urgent requests
  • My options are clearly presented
  • URL is easy to remember
  • Attractive layout
  • Location availability helps build trust
  • Feedback button

We don’t like:

  • On Google search results link appears below “Homeserve Furniture Repairs
  • Top section of the page is arranged too loosely and includes a lot of wasted space

 

Virgin Media Broadband Help

 

 We like:

  • Relevant links rank first on Google search
  • Use of video

We don’t like:

  • Does not acknowledge that I might have an urgent request
  • My options are not very clearly stated
  • Mixes general guidance with fault-related actions
  • URL not memorable
  • 159 top topics is too many

 

Worcester Customer Service

 

We like:

  • Use of video
  • URL easy to remember

We don’t like:

  • Google search results not obviously relevant when searching for “worcester fault”
  • Banner promotes contact centre but there are no phone numbers on the page
  • Too many options make page confusing
  • Not attractive
  • Confusing navigation

 

Thames Water Help

 

We like:

  • Ranks first on Google search
  • Attractive layout
  • Immediately engaging
  • My primary options are clearly presented
  • Map helps build trust

We don’t like:

  • URL not memorable
  • No phone numbers
  • Rainbow navigation too prominent
  • Following pages a let down
  • Three lists of items a bit confusing

 

Scottish Power Support Centre

 

We like:

  • Ranks first on Google search
  • Phone numbers

We don’t like:

  • URL not memorable
  • Confusing layout
  • Too much space wasted with navigation, images, etc.
  • Separate boiler website confusing
  • Katie gets easily confused

 

Vaillant Service

 

We like:

  • Ranks first on Google search
  • Phone numbers

We don’t like:

  • URL not memorable
  • Confusing layout
  • Not attractive
  • Does not acknowledge urgent requests
  • Long form not inviting

 

Glow Worm Service

 

We don’t like:

  • Almost invisible phone numbers
  • Not attractive
  • Does not acknowledge urgent requests
  • Long form not inviting
  • Intro text lacks formating and layering

 

EDF Energy Customer Services

 

We don’t like:

  • Google results confusing
  • Image shows guy on the phone, but there are no phone numbers on the page
  • URL not memorable
  • Confusing layout
  • Not attractive
  • Does not acknowledge urgent requests
  • “Loss of supply” link buried
  • Navigation confusing

 

Orange Broadband Troubleshooting

 

We don’t like:

  • Google results confusing
  • URL not memorable
  • Not attractive, looks unfinished
  • Unclear headings
  • Does not acknowledge urgent requests
  • No emotional appeal

 

Creating effective self-serve landing pages

When your customer decides to access your self-serve landing page it is almost certain that he/she has an urgent enquiry. Your landing page needs to: firstly, have all the emotional components necessary to inspire trust and confidence in your ability to deliver; secondly, clearly present calls to action that address all the enquiry scenarios according to their urgency; and thirdly, keep peripheral content such as global navigation and supporting copy minimal and available only on request.

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