at800

Engaging audiences and improving performance with digital services that are constantly refined
A laptop displays a page from the at800 website, built by Door4

Ongoing testing and optimisation has been successful in empowering visitors to the at800 website to troubleshoot for themselves if 4G might be causing interference to Freeview.


Digital Mobile Spectrum Limited (DMSL) was set up in 2012 to run the at800 support programme to ensure Freeview audiences can continue to receive an uninterrupted TV signal should 4G masts cause interference when switched on in their area. DMSL is funded by UK 4G mobile operators (EE, Telefónica UK/O2, Three and Vodafone).

Within three weeks of winning the competitive pitch, we launched a temporary at800 website. Once the full branding was in place, Door4 created the look and feel of at800’s digital presence. Six weeks later we launched the full site, and have continued to iterate improvements since then to maximise audience engagement.

The website meets DMSL’s objectives by presenting clear information and user-friendly diagnostic tools, tested and optimised for accessibility and performance.

Accessibility is an essential design feature for this site. The technical subject matter has the potential to confuse people and, with a diverse audience, it is likely visitors will include those who are not technically or digitally-minded. On a white background with an easy-to-read font, intuitive iconography and recognisable menus and buttons, the site is uncomplicated and reassuring. We’ve continued to make improvements to accessibility based on evidence from user testing.

“I like the easy to use navigation style. The simple but effective use of colour, graphical icons and tile format for menus makes it logical and intuitive to see where to navigate to on each page without any thought or searching.”
user feedback
“Love the simplicity, clarity and ease of use. One of the best sites I've used, plus there is a vast amount of detailed info. Couldn't be clearer if you tried.”
user feedback

Visitors can find out quickly what they need to know and do next. The video, which we commissioned, is an engaging and accessible way to inform users what support at800 can provide.  Our diagnostic tool helps them work out if an interference problem might be caused by 4G.

Pages from the at800 website showing information and tools available to visitors

By monitoring, measuring, testing and making improvements to the site, we’ve continued to make evidence-based improvements.

Accountable directly to the government, DMSL is an organisation that appreciates how data can be used to evidence its decisions. We recently A/B tested and optimised the landing page for an ongoing at800 Facebook advertising campaign. Using the Conversion Rate Optimisation processes of testing and analysing data to make informed decisions, we were able to restructure the landing page to improve the bounce rate for mobile and desktop users.

In another example, we tested alternate versions of the navigation menus with the aim of encouraging visitors to engage with diagnostic tools, rather than clicking straight through to the contact page. Optimisation of the page resulted in an increase in menu engagement plus a decrease in clicks to the contact page. By analysing data from live tests, we were able to see which changes will engage and empower visitors more.

“Door4 has been key in helping us deliver support to the at800 programme, from the delivery of the first website to the ongoing testing and optimisation. Their testing and analysis of data has led to page layout changes which in turn has shown to be very effective in engaging with at800’s audience.”
Joe Sharp
Head of Marketing and Communications
DMSL