Simplifying Customer Acquisition for a Full-Fibre Broadband Provider
LightSpeed Broadband is a UK full-fibre provider delivering ultrafast, reliable connectivity to homes and businesses. I contributed to redefining their customer acquisition journey, improving how users discover, understand, and convert to their services.
Overview
LightSpeed Broadband offers full-fibre internet to homes and businesses across underserved regions of the East of England, symmetrical speeds, transparent pricing, UK based support. A strong product, but a digital experience that wasn't keeping pace. As the business scaled, prospective customers were navigating coverage checks, package comparisons, and pricing decisions on a platform that created friction where there should have been clarity.
I focused on optimising LightSpeed's customer acquisition journey from discovery through to sign-up. Working across product, design, and marketing teams, I identified where users stalled and redesigned those moments for clarity and confidence — reducing friction without oversimplifying a genuinely complex product decision.
How we built it
We improved the front-end architecture for performance and smoother rendering, restructuring components and refining page rendering strategies to reduce latency. Analytics and tracking were significantly enhanced to surface drop-off points clearly, creating the foundation for ongoing, data-driven optimisation across the funnel.
Tech stack
Next.js
TypeScript
Contenful
GraphQL
+35%
increase in conversion rate across key acquisition journeys
~30%
reduction in drop-off during package selection and checkout
~40%
faster page load times across the acquisition funnel
~35%
reduction in bounce rate on key acquisition landing pages
There's more to this story...
Before, drop-off points were anecdotal. After, they were visible and measurable. That shift meant the team could prioritise optimisation work based on evidence rather than instinct, creating a feedback loop that continued improving results after launch.
A combination of clearer pricing presentation, reduced form complexity and better trust signals at the point of commitment. Users were abandoning because they weren't confident in what they were signing up for. Addressing that directly moved the needle significantly.
Performance at the tooling level. Bun significantly reduced build and script execution times, which improved the development experience and deployment speed without requiring changes to the application architecture itself.