UK Wireless Web Site Design, 2008

As part of a larger analysis of 12 firms across four industries, Forrester applied its Web Site Review (WSR) methodology to the Web sites of the UK's top three wireless providers: BT, O2, and Vodafone. Of all the industries, wireless providers received the highest average score. BT received the only passing grade: a +26. While Vodafone's +13 was the lowest score among the wireless sites, it was still the fifth-highest of all 12 sites. Although our evaluations revealed some flaws, our analysis also uncovered some best practices, like BT's scannable page layouts, O2's wealth of valuable content and functionality, and Vodafone's clear exposure of subcategories. To improve Web site experiences, customer experience professionals should start by conducting regular reviews of their own sites, focus on the needs of target users, and estimate the business impact an improved customer experience can have on their companies' ROI.