Virgin Mobile

The Challenge⸻

As Virgin Mobile expanded from a single-brand carrier to a diverse portfolio—including Beyond Talk, payLo, and Broadband2Go—their website struggled to keep pace. Each brand had its own devices, plans, and visual identity, but customers were left confused about:

• Who Virgin Mobile was
• What products and plans were available
• How to choose the right option

This lack of clarity created friction in the buying journey, risking lost sales, weakened brand perception, and frustrated customers. Virgin Mobile needed a website that could organize complexity, maintain distinct brand identities, and guide users seamlessly from exploration to purchase.

The Solution⸻

Winnicki Digital led a comprehensive website transformation focused on clarity, usability, and conversion.

• Restructured navigation and shopping funnels to simplify how customers explored multi-brand offerings
• Implemented Alfresco CMS for flexible, scalable content management
• Enhanced user experience with data-driven tools, including Omniture Analytics, Ratings & Reviews, Live Chat, and mobile shopping functionality
• Positioned the site to educate customers, reduce purchase barriers, and align with Virgin Mobile’s evolving brand strategy

Continuous optimization ensured the website adapted to customer behavior and business growth.

The Results⸻

• Delivered multiple redesigns, functionality enhancements, and information architecture projects under a $2M budget
• Drove 280% year-over-year online sales growth
• Increased the online channel’s contribution from 3% to 25% of total company revenue
• Achieved record-high customer satisfaction scores following the website restructuring
• Established a scalable digital platform for ongoing improvements and sustained growth

Virgin Mobile’s website shifted from a source of confusion to a key driver of revenue, customer satisfaction, and brand authority.