Industry overview
What is shaping internet services
Broadband providers, platforms and digital businesses depend on adoption, experience and trust. Usage patterns differ widely by city tier, age and language.
- New users are coming online in smaller towns and local languages
- Experience and reliability drive loyalty
- Trust and safety concerns shape usage
Client background
A web hosting company, working in India & United States. Client identity is withheld to protect confidentiality.
- Organisation
- A web hosting company
- Sector
- Internet services
- Team engaged
- IT & Development
- Services
- UI/UX design, Digital analytics & reporting, Marketing automation
Client challenge
Many new customers never launched a website after purchasing hosting. Customers who never launched a website rarely renewed their hosting, which hurt long-term revenue. Many new customers bought hosting plans but never launched a website, and most cancelled at the first renewal.
Research objectives
- Deliver on the brief: improving onboarding for a web hosting company.
- Define requirements and success criteria the solution would be tested against.
- Deliver a reliable, secure solution the team can run and extend.
Target audience
Scope: New customer onboarding.
Audiences we typically reach in internet services
Broadband and app usersNew internet usersSmall businesses onlineContent creatorsParents and educators
Geographic coverage
Coverage: India & United States. Markets: India and United States.
- India
- United States
Research methodology
An iterative delivery approach: discovery, design, build and test in short cycles, with the client reviewing each step.
- 1Brief
- 2Funnel analysis
- 3Onboarding redesign
- 4Email journeys
- 5Insight
We analysed onboarding data, redesigned setup flows and built helpful email journeys. We tracked each step from purchase to live website, identified where customers stalled and created guided setup with templates. Email journeys offered help at the moments people typically got stuck. We interviewed customers who had stalled during setup to understand what confused them.
UI/UX designDigital analytics & reportingMarketing automation
Sampling strategy
- Users and stakeholders from every affected team took part in discovery workshops and acceptance testing.
Data collection
- Requirements were gathered through workshops, process walk-throughs and a review of existing systems and data.
Data quality & validation
- Peer code review on every change
- Automated and manual testing
- User-acceptance testing with the client
- Release checklist and rollback plan
Data analysis
- Usage and performance monitoring after launch
- Defect and support-ticket trends
- Process time before and after
Key findings
- More customers launched websites, and early cancellations fell.
Helping customers succeed reduced churn.
Recommendations
- The company also added short video guides at the steps where customers most often stopped.
- Track adoption and support tickets, and plan the next release from real usage.
What we recommended, and the client put into practice
Business impact
- Renewal rates improved among new customers, and support tickets during setup fell.
Deliverables & next steps
- Insight report and management presentation
- Interactive dashboard
- Deployed solution with documentation and handover
- Support and maintenance plan
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what makes users feel safe online?
Client identity is withheld to protect confidentiality.