In the past, it was quite common for people to remain loyal to the first bank they ever opened an account with, opting to stick with it through the bad times and good.

Nowadays however unwavering customer loyalty is seen as rather a quaint relic of yesteryear and we have become a far more savvy lot of consumers. More aware of where better deals lie, we grit our teeth and overcome the administrative challenges that switching any sort of service or utility provider can require.

This switching strategy now includes our once simple TV. Increasingly linked to our communications and Internet, this centrepiece of our living rooms and our Saturday evenings is something that can’t be messed with.

We decided to look at how easy it is to switch between the main providers of paid for TV services – Sky and Virgin Media and asked four customers of each to test the other’s site using

First impressions

Users’ first impressions on each site were quite similar. Both sites have a slick look and feel with a large, rotating graphic section at the top. Users seemed to easily find their way to the first part of their journey but their experience became more complex from there.  

Some users looked specifically for information on switching to start their journey, while others looked for the different bundles on offer.

Both sites feature links to switching information but this was not necessarily very easy to find: 

Neither site seemed to address the practical concerns about switching that the users had such as whether they would be able to keep their telephone number or how to match the package that they currently have.

Choosing bundled services

Navigating the array of services of telecommunications and media companies can be a confusing but necessary evil with customers having to work out the marketing names and jargon first before having any hope of understanding the services on offer. (BT has been ‘expert’ in this field for many years). 

Virgin Media’s packages of TV, phone and Internet (or Collections as they are called) are named following a ‘status’ convention (e.g. Essential, Premier, VIP) which does little to explain the services they contain. 

Sky’s TV bundles at least take descriptive names such as Entertainment, or Sky Sports although this still caused our users confusion.


Both sites feature a ‘build your own bundle’ type feature to enable customers to assemble TV, Internet and phone services, with different levels of success.  

The Sky version is a wizard tool for customers who do not have a clue where to start but can give an indication of their usage habits for the media they consume. Virgin Media’s bundle chooser is unwieldy and confusing.

There is no clear start to the process and the user is deposited on a page where the language adds to the consuming – the differentiating letters – M, M+, L are downright unhelpful and the past tense (e.g. Broadband added, TV added) seems to suggest that you have already added something to your package before you’ve had chance to do anything (see screenshots below).

Clicking the large icons/tabs at the top enables selection of options within each, but shows no explanation of what they are other than the number of channels within the package.

I personally feel that when it comes to TV channels quality matters more than quantity (as there are only so many home shopping channels one can click through before getting RSI of the thumb) so this mechanism is simply not informative enough to confidently purchase from.


Pricing information on VirginMedia proved to be inaccurate and confusing in some parts of the site. This user clicked on a category stating “Prices from £10 per month” but found that the prices started from £12.50.

Choosing TV packages

Should the user choose to start their journey by choosing a specific TV package, the experience on Sky is not so straightforward. The package builder tool features basic usability issues that make for a poor experience and probably discourage customers from completing their purchase online.

Usability glitches include: displaying two entries in the shopping basket list (e.g. Movies 1, Movies 2) from having clicked one add feature button which makes it unclear what basket entry is relating to which feature and showing error messages which fail to direct users to the solution (see screenshot below).

Adding to the basket

It wasn’t only the selection of nebulously titled TV packages that caused problems on Sky but also the selection of HD boxes. Users found problems with the ‘add’ buttons being unresponsive and were also unclear about the type and number of boxes they needed for the packages they chose.  

This clip demonstrates that the user was not confident enough to complete their purchase online: 


The Sky shopping basket mechanism itself was also the cause of problems. This clip shows a user becoming frustrated as she keeps finding that package items she has added have been deleted from her basket.

The Virgin Media shopping basket was not devoid of problems either. Having added one package or set of services, it is very difficult (maybe impossible) to clear your selections and edit your choice without deleting your cookies and restarting your browser.

Online chat

With a wide range of products, services and options and an experience that can potentially be confusing and overwhelming it is all the more vital to have the backup of effective online support.  

Our users did not always find this to be the case.

The introduction to the Chat function on Sky is deceptive. The screenshot below shows what appears to be a straightforward chat window, however it turns out that this is just an image and clicking on it opens another window where the user is required to enter certain information before the chat can commence.

The advice users received from the Sky Chat was not always clear: 

The Virgin Media chat was found to be slow and unresponsive which caused one user to give up on it altogether.  


Although our users were able to find relevant information about services, they would not necessarily have completed the switching process online.

Many were left feeling unsure about whether they had chosen the right selections or whether or not they could keep their number. Perhaps this is enough for Sky and VirginMedia, there are only a few media companies to choose from so they can rely on users resorting to the telephone for information.

From a user experience perspective however, if this is the first touch point with the organisation as a potential new customer, it leaves much to be desired. 


Published 21 August, 2012 by Kathryn McDonnell

Kathryn McDonell is a User Experience Consultant at and a contributor to Econsultancy.

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Comments (10)

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Vincent Amari

Vincent Amari, Online Consultancy at Business Foresights Ltd

They could also try and make switching easier by simply having a page where potential customers can pick an 'equivalent' package to what they have with a competitor.

It took me 2 hours of faffing around on the Virgin website and also live chat to get a 'comparative price'!

almost 6 years ago


Charles Brown

I think it only makes sense that Sky and Virgin would make it as difficult as possible to switch. There doesn't seem to be a viable reason why either one of them would want to enable the process of switching.

almost 6 years ago

Vincent Amari

Vincent Amari, Online Consultancy at Business Foresights Ltd

I think you missed the point of this review and my comment is about them making it easier to switch To Them from a Competitor, not away from them.

almost 6 years ago


Hannah Norman, Digital Marketing Executive at Koozai Ltd

I agree Vincent. It would be a good move for one of them to make it easier to switch over. That way they would have created a new opportunity for themselves.

I used to have Sky and went to Virgin on the lure of the high speed broadband. The biggest pitfall with Virgin to my mind is the user interface (I know it's not part of this post). If it weren't for the great internet connection I would jump ship again back to Sky!

almost 6 years ago



I would agree with the comments except that I found Sky's chat really helpful. I guess it depends on who you get and what you are asking!

I would also add that I found the prices on the Virgin site were very misleading - there was an intro price that then went up the same amount than I pay for Sky. It took ages of faffing to figure that out. In the end, I gave up and stuck with what I have, despite the slightly sucky broadband. So a big fail for Virgin.

almost 6 years ago

Jonathan Kay

Jonathan Kay, Managing Director at 120 Feet

As a BT Vision customer who is looking to change, I found both Sky and Virgin's sites terrible; Sky particularly so. So bad in fact that I gave up. (I did find Sky's 'chat' useful though.)

Unfortunately, I'll have to revisit them again soon as BT's service is now very antiquated and they can't confirm when it will be upgraded.

almost 6 years ago


Gareth Beer, Ecommerce Manager at Speedo International Limited

Both sites are shoddy and offer mixed messaging.

I've recently switched from Virgin to sky and ended up doing it over the "good old" phone.

Also gave me the opportunity to play them off against each other and significant savings vs whats on offer on the websites!

almost 6 years ago



I agree on the misleading pricing, but I disagree that it's a website issue for Sky and Virgin. I think it's a telco industry wide problem in that prices are quoted excluding line rental which is confusing. Just take a look at all of the telco websites and they all do it the same way - offer pricing with tempting intro discounts that don't include the phone line rental.

almost 6 years ago


Free Sky TV

Great post, I think it only makes sense that Sky and Virgin would make it as difficult as possible to switch. Thanks for sharing.

over 5 years ago


Reg Biggs, Tester at Retired

Just tried to change from Virgin to Sky and was told I will have to pay a disconnection fee of £240. to days date 3rd Oct 2016

almost 2 years ago

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