Race Communications is a fibre internet service provider in the US state of California. They provide advanced communication services at an affordable price to unserved and underserved communities across the state. The brand is innovative and cutting-edge, but also accessible, friendly and humorous in their communications to prospective and existing customers.
RACE approached pepper with a brief to refresh their website with an eye on sales. In a nutshell: they wanted to improve customer experience on the site & ultimately improve conversion rates. The information would be easy to understand and light, with a clear call to action and path for customer acquisition.
Key elements identified for the refreshed website included simplicity, clear call to action, minimal text, eye- catching icons, & lifestyle imagery.
In the past, RACE had spent a lot of time working to educate customers on the benefits of fibre technology, the construction process and the intricacies of their funding. This had led to a clunky, information-heavy website that wasn’t converting customers. The information was moved to a company blog and we looked to scale back and simplify the website content.
The pepper design team conceptualised a clean and contemporary look; this was married with visuals showing a diverse customer base which reflected the audience.
Design thinking workshops and market research helped us identify the main challenge: their online order value lagged significantly behind their telephone sales. We set out to change this.
As a tier two provider of fibre internet services, the website was a primary tool in their sales aresenal to increase their customer base. The website should make the services provided by Race more accessible and the sign up process easy and stress free.
Working across four time zones, the pepper team ensured the front end seamlessly connected to the customer address look up portal, while also integrating it with the in-house developed service provisioning software.
RACE boldly embraced the data and sought to make a daring change to increase their customer base. The solution included a complete overhaul of their website and complex technical integrations that improved the user experience.
After launch, pepper continued to assist with optimisation to increase conversion rates and increase average order values.
“The combination of creative design and tech savvy was the hero on this project. The pepper team delivered a user-friendly, polished website on both the front and back end. We’ve seen conversion rates and basket values increase, which is exactly where we want to be!”
Raul Alcaraz, CEO – RACE Communications