Historically, The Post Office were a brick-and-mortar, branch-orientated business. They relied on footfall in their stores and put relatively little emphasis or investment into their digital experience. However, the need to reach and satisfy new digital customers, as well as the need to “future-proof” their strategy, necessitated change. They invested heavily in a team of in-house Conversion Rate Optimisation specialists, as well as launching an externally led CRO project in conjunction with us. The project received national acclaim and was also awarded the UK eCommerce Consultancy Project of the Year by CV Magazines Innovator Awards.


The Post Office was facing a challenge that many legacy businesses do. The need to modernise and meet the changing customer.

They were transforming from being a branch business to integrating a long-term digital strategy. This included a heavy shift toward product offerings on their eCommerce website, including licence applications, travel services and insurance.

As a trusted long-standing brand, they had an opportunity to get their services into the hands of more people, but they needed help and focus to drive the innovation the business craved.

The Post Office only had a small Conversion Rate Optimisation team (3 people) for the business size. These three people within the business recognised the value of optimising their eCommerce presence to gear the Post Office toward digital success.

PO Case study


The programme began with a simple goal – to truly put the customer at the heart of the business. To achieve this, the first step of the project was to focus on identifying and analysing their customer, and their needs.

Our research uncovered a plethora of key issues that users were experiencing, as part of the user journey on what is now the old version of the Post Office website. The motivator for the development of a better functioning website was to allow users to better self-serve – for various products including insurance, banking, foreign currency, credit cards, mortgages, savings, loans, and end-of-life services. But, as the User Research analyses uncovered, there were several key issues that were identified as impediments to this process.

Customers were finding it difficult, or frustrating, to use the self-service products in their old form. Several rounds of User Research testing with different users took place over the course of a day. Insights from this research were collated into a priority list, which used a points-based system to identify things like quick wins and big blockers.

This allowed the project to have a clear focus on what needed to be improved upon, to provide the ultimate digital customer experience, as well as the best order in which to start working through the to-dos.

One of the first key findings was that 30% of users could not see the main call-to-action button on the homepage of the website. Another finding was that 99% of users experienced an error message at a particular point of applying for travel insurance online (input of the date of birth field). And yet another was that 73% of users received an error message after failing to interact with a ‘T’s and C’s’ section of the journey.

From the analysis, we developed the following solutions:

  1. The main homepage call to action button was adapted into a sticky button, and first tested on mobile. This was then rolled out across all devices.
  2. The date of birth input error was overcome by testing a simpler variation to the field. It was also supported by a tab index to take users cleanly from field to field.
  3. The ‘T’s & C’s’ button that was frustrating users and creating a barrier to completion early in the travel insurance journey was adapted and moved to a later stage of the transactional process.
  4. The pricing page and bundles were simplified, making it easier for users to find the product they were looking for and to make their selections. This resulted in a more streamlined checkout process, with fewer cart abandonments.

THE RESULTS | + £250,000

On the first round of the CRO programme, The Post Office reported cost savings of over £250,000 within the first 6 months.

As this was an ongoing project, cost savings would continue to accrue with time, and as the improvements were incrementally made to the website journey, so would increases in revenue.

Due to its success and recognition of the results by its stakeholders The Post Office was so pleased with what we had achieved together, that our work was extended into a long-term partnership.


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