Case Study

British Gas

Digital quick wins.

British Gas

Digital quick wins for British Gas.

British Gas was looking to align better its digital experience with its corporate strategy, by developing an innovative, customer centric, simple and transparent customer experience across digital channels that would drive sales and conversions, as well as increase levels of self-service and customer satisfaction.


British Gas engaged Javelin Group to review the customer experience across the digital channels.


Javelin Group conducted an in-depth review of the digital channel performance of British Gas over 12 weeks. This involved:

  • Defining and evaluating 10 core sales and service customer journeys across desktop, tablet and mobile
  • Using Javelin Group proprietary user experience audits for the energy and insurance sectors
  • Conducting an in-depth web analytics review and benchmarking exercise
  • Detailed programming of over 100 usability tests with current and competitor customers


Javelin Group provided British Gas with a detailed, actionable list of projects with wire-frame mock-ups. Over 300 individual recommendations were made and 15 major redesign projects were defined across customer journeys.


Initial post-implementation results indicate a 25% increase in the shop-to-buy rate.

We engaged Javelin Group to support a strategic review of our website experience and performance improvement analysis based on relevant benchmarking. Their proven track record and experience from retail and other sectors has helped to develop a set of recommendations that we are implementing.

Javelin Group immersed themselves into our business and delivered a comprehensive review of current state and future potential that could shift the dial to deliver a better digital experience for our customers. We were very happy to choose Javelin Group for this exercise and would positively recommend them to others.
Arslan Sharif, Digital Director, British Gas.

Find out more about Javelin Group’s Digital Retail Quick Wins service line.

Contact  Richard

Contact Practice Director

Richard Wolff


Richard Wolff is the CEO of Javelin Group and runs our Strategy practice. ​He has more than 25 years of experience in the Retail industry, and specializes in helping leading retailers and consumer brands with their enterprise digital and omni-channel retail strategies including organization, customer experience, international expansion and business transformation. Richard has an MBA from Manchester Business School and is based in London.