We love to work with progressive companies. People usually associate progressiveness with fast-growing startups, but it sometimes can be found in unexpected places. The multinational telco operator we have been working with recently is one such place.
How to sell if they are not shopping?
As is standard in the telco industry, a vast majority of the company’s profits is coming from expensive offline sources. The client wanted to change that, but its customers were not used to online shopping. In addition, the operator had a diverse customer base and a broad product portfolio, which made it impossible to create a marketing message suitable for everyone. In combination with a complex web lacking in calls to action and a clear purchase path, this resulted in almost no online sales.
We decided to approach this challenge through website personalization to seamlessly navigate the visitor from the landing page to the check-out. Our rationale was that although customers do not initially visit the site to make a purchase, at least some of them will make a buying decision if they receive a tailored targeted offer.
Mechanics behind the solution
During the load of the homepage, Exponea identifies the visitor, checks the micro segment where they are tracked and sends back specific content to display on the homepage. Dynamic homepage personalization increases conversion by improving user experience and adding a relevant call to action. Thanks to our solution, the operator could display tailored and targeted messages to customers and find the best converting alternative through A/B tests. The ability to differentiate messages and calls to action in the acquisition or reactivation stage gave the e-business team new space and plenty of opportunities to experiment with combining multichannel campaigns and tailored personalized experience on the web.
In just 2 months, we were able to fine-tune the campaign so well that sales grew by 511% in the targeted segment. All this without the need to actively involve the IT department.