Digital media agency Conchango has supported in a major redesign of the online sales section of, helping better orientate the site around the needs of Sky’s customers. With online becoming an increasingly popular platform for customers to engage with Sky’s new products and services, Conchango was tasked with enhancing the customer experience with a view to improving conversion rates and providing a simpler sales experience.

Earlier this year See, Speak, Surf successfully launched Sky into the new converged communications and entertainment marketplace. Now a national player in broadband and home telephony, in addition to remaining a leader in multichannel digital TV, Sky has transformed itself into a multi-product business. In offering consumers an even more comprehensive range of products and services, Sky’s website needed to increasingly communicate the breadth and depth of Sky’s product offer, in addition to the and the benefits of innovations such as Sky+, Sky HD and Sky Anytime.

The new products and services section is now easier to navigate and prioritises the key information that users are looking for in selecting their Sky products and comparing them with the wider market for entertainment and communications. Significant improvements to both functional and visual design are already resulting in improved performance. In addition, with the potential for greater complexity around product selection and configuration needs, Conchango also helped develop new design elements, including re-worked overall navigation, and easier-to-use DSL-availability checking functionality.

The new page designs and navigation have been developed with the customer in mind and with user input throughout. Initial designs were evaluated with representative users to ascertain whether the revised experience assisted customers, as well as to gain an understanding of what customers wanted from the site.

Alasdair Wright, Director of Online and Interactive Channels for the BSkyB’s Customer Group, said: “As our product portfolio increases in both range and sophistication, and with customers continually seeking to personalise their relationship with Sky, we needed to further enhance our online capabilities. This is an important step as more and more customers engage with us online.”

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Published on: 12:00AM on 21st September 2007