A leading telecom service provider with coverage in the Middle East and Africa regions faced two major challenges, low conversion rates, and an incomplete tracking implementation.
1. Low Conversion Rates
- From visit initiation to product added to cart
- From checkout start to product purchase (the checkout duration)
- Postpaid (billing of high- and low-value clients)
- Prepaid plans
- Home plans
- Device only plans
- Packages: Devices + Plans
- Poor capability to track marketing campaign attribution and effectiveness
Overall average conversion rates sat at 0.47%. The telecom’s marketing team was highly-motivated to improve conversion and very keen to improve the tracking strategy to assist them to identify customer pain points.
2. Incomplete Analysis Tracking
The telecom marketing team did not have access to an effective tracking strategy and, therefore, had poor visibility over their user behavior, eCommerce purchases, conversion funnel, user abandonment, or conversion durations. They wished to improve the strategy and build a more coherent picture of the overall duration by recording time:
The marketing team also wanted to implement a more effective campaign management initiative. Their restricted ability to track marketing campaign attribution was frustrating.
Finally, the telecom team suspected that they were suffering from form field abandonment and were keen to ensure tracking was implemented on forms.
To add to the complexity of the challenge, the telecom needed their tracking visibility across their product categories such as:
e-CENS developed a comprehensive data collection and user behavior tracking solution with a Google Analytics (360) Enhanced e-Commerce implementation.
Google Analytics (360) Enhanced e-Commerce allows marketing teams to undertake user journey tracking and top paths analysis. It identifies conversion funnel fallouts and form abandonment locations. Importantly, it can do this at a product-category level.
e-CENS designed and configured user segments and audiences based on the user engagement trends related to Macro and Micro conversions across both desktop and Mobile platforms. Audience activation was initiated through Google Ads and Google Marketing Platform. The audience data was pushed to the marketing platform to support an enhanced reporting strategy.
As a result of the partnership with e-CENS’ the client was to identify the potential pain points in their customer journeys. By providing the client with a more complete picture, it was possible to identify those areas to be targeted for optimization.
Early optimization efforts resulted in a jump in conversion rates to 1.49+; more than triple the initial rate. The bounce rate decreased by 27% and the average session duration increased by 37%.
The telecom marketing team now enjoys working with highly-targeted audiences and customer segments. They are able to apply advanced personalization (through Google Optimize) improving user engagement.
The telecom team is now well-positioned to provide a holistic telecommunications experience for their consumers – with personalized user journeys that are boosting the ROI and increasing consumer retention.