Celebration and curation: relaunching btvision.com

Last week Zone relaunched the BT Vision website on behalf of BT. We've worked on BT Vision – the TV service for BT Broadband customers – since 2007 and our editorial team create content for all of their customer communications: the website, the magazine, the on-screen EPG, the IPTV service, email, direct mail and call centre comms.

In relaunching the website, we were tasked with creating a compelling destination for existing customers, to engage them with the service, inspire them to watch content and reinforce the value and credibility of the brand to reduce the propensity to churn and to drive up average revenue per user.

Zone’s response was to ensure that the new website was retailing entertainment, with extensive use of ‘most watched’ lists, top fives, ‘best for’ lists and social media-integrated customer recommendations. (For example, you can rank listings by the number of Facebook ‘Likes’ for each film or show.)

Research showed us that the majority of customers coming to the site were looking for a TV guide, so along with extensive listings of all Freeview, catch-up, pay-per-view and On Demand content we also curate daily ‘top picks’ across all genres. And, using a Zone-built API, we can intelligently curate content from the many thousands of reviews we already create for other BT Vision platforms, making the website both dynamic and efficient!

The website also takes the users on a journey from popular Freeview shows deeper into the BT Vision offering, with clear, intelligent links to related pay-per-view and On Demand content.

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