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Taking the limits off web agencies

A case study of 2degrees and Catch Design


The telecommunications market in New Zealand is highly competitive, and digital channels offer a significant opportunity to attract new customers and support existing ones.

As traffic from mobile visitors grew, 2degrees knew their new site would need to be responsive as well as being future proofed for growth and new technology.

Mobile view
  • Launched
  • 1 July 2015
  • Sector
  • Corporate
  • Work
  • SilverStripe Platform
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Background


2degrees is a full service telecommunications provider in New Zealand. Launched in 2009 with the backing of a unique partnership of internal and Kiwi investors, 2degrees has significantly lowered the cost of mobile for Kiwis and been recognised with a number of awards for customer service along the way.

The challenge


The telecommunications market in New Zealand is highly competitive, and digital channels offer a significant opportunity to attract new customers and support existing ones.  

As traffic from mobile visitors grew, 2degrees knew its new site would need to be responsive as well as future proofed for growth and new technology. Carys Forward, Digital Marketing Manager, 2degrees explains “We began life as a start-up. Our investment went heavily into building network infrastructure. We created an online presence using a patchwork of web and social tools, but it was time to invest in delivering a seamless experience that equally serves mobile and desktop visitors”.

2degrees Challenges

The solution


We play to our strengths. Hosting and platform support isn’t our expertise; building digital experiences that engage, enhance and enable is.

2degrees partnered with digital agency, Catch, to design and build a new responsive website using SilverStripe’s intuitive content management system (CMS). Catch’s Managing Director, Hamish Stevenson, explains why SilverStripe was chosen “We like that SilverStripe is a well-supported, open source solution that works equally well for developers, designers and end users”.

2degrees also chose to host their website on SilverStripe Platform, a managed platform-as-a-service built upon cloud hosting leader Amazon Web Services (AWS). This provided a robust and flexible platform for 2degrees as well as empowering Catch to provide greater value.

“We play to our strengths. Hosting and platform support isn’t our expertise; building digital experiences that engage, enhance and enable is. That’s why we recommended SilverStripe Platform to 2degrees, enabling us to focus on providing value in the areas we’re specialists in.” Hamish Stevenson, Managing Director, Catch

It also means we can offer an enterprise-grade solution to clients without having the weight of the support infrastructure.

SilverStripe Platform is the perfect partner to SilverStripe open source. It allows digital agencies who specialise in building SilverStripe sites to become more efficient and agile.

“We don't have a 24/7 support team. SilverStripe Platform provides our clients with additional reassurance around platform support. It also means we can offer an enterprise-grade solution to clients without having the weight of the support infrastructure.” Aaron Latham-Anderson, Senior Developer, Catch

The benefits


2degrees launched its new website in July 2015, at the same time as announcing its new consumer broadband offering. Aesthetically clean and concise, the visual impact of 2degrees’ website lends itself to a digitally effective user experience, due to the agility of the SilverStripe Platform.

2degrees Mobile

Better mobile experiences with responsive design

The main catalyst for redeveloping 2degrees’ site was moving to a responsive design to address a rapidly growing mobile audience. Using SilverStripe’s templating engine and open source framework, Catch created a custom design that strongly conveyed the 2degrees brand and allowed each page to scale to the visitor’s device.

After launch, mobile traffic grew three-fold and the bounce rate for these visitors was halved. Overall the bounce rate on the site dropped 9% and time spent onsite by desktop visitors increased. The improved design was also awarded a Best Award for Interactive Design.

With the site better serving mobile visitors who had support queries, 2degrees also saw 1,000% increase in Help and Support page views. This led to a reduction in the cost to support existing customers, as more chose to access support information online rather than through Customer Care.

Faster communications

With the move to SilverStripe CMS, the 2degrees marketing team has control over new web content and can launch campaigns with precision and efficiency. For a recent smartphone launch this meant 2degrees could get product information online which offered a competitive advantage.

Flexible web platform and cloud hosting

Moving away from microsites is a positive move for our brand and eliminates disruption to the user journey.” Carys Forward, Digital Marketing Manager, 2degrees.

With its previous web platform, 2degrees had utilised microsites to get tactical campaigns to market quickly. SilverStripe enables 2degrees to implement all marketing campaigns within its platform; ensuring both visual consistency and a consolidated user journey within their website at all times.

“Moving away from microsites is a positive move for our brand and eliminates disruption to the user journey.” Carys Forward, Digital Marketing Manager, 2degrees.

Pre-Christmas, 2degrees launched an online quiz promotion to engage and reward customers. The campaign took 3.5 weeks from initial concept to release. While the quiz had its own section, it was not a microsite. It was instead built as part of the 2degreesmobile.co.nz site with the same SilverStripe Platform cloud hosting to protect the site from traffic spikes.

2degrees FlexiblePlatform

Throughout the Quiz marketing campaign, digital advertising increased the volume of site traffic to the page; consequently it was common for up to 1,500 people to be playing at one time. SilverStripe Platform scales with web traffic so that sites perform during periods of high traffic. This allowed 2degrees and Catch to focus on building innovative web experiences, while the site was fully supported by SilverStripe experts.

“Our partnership with Catch is crucial. They’re the best web developers we’ve worked with.” Carys Forward, Digital Marketing Manager, 2degrees

Team collaboration and ownership of web content


SilverStripe CMS has an intuitive interface and user groups can be created to allow editors access to specific pages and areas. This provided extra benefits for 2degrees as they have been able to provide teams outside marketing access to keep web content relevant and up-to-date. Increased collaboration through the SilverStripe CMS enables information to be communicated to customers efficiently.

Conclusion


2degrees now has an award-winning responsive website that allows their marketing team to excel.  With SilverStripe Professional Partner Catch working on the build and SilverStripe Platform used to run and maintain the site, 2degrees was able to get the most from their SilverStripe site. 2degrees can now innovate and deliver campaigns faster, leading to increased traffic and higher customer engagement.

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