One of the leading telecom service providers in the Middle East and Africa region came to e-CENS with the following challenges:
- Low Conversion Rates of 0.47%
- Inability to track conversions, top conversion paths, conversion durations (overall & checkout) across various product categories: Postpaid (High & Low value), Prepaid, Home Plans, Devices, Device + Plans, etc.
- Tracking form field abandonment
- Poor capability to track marketing campaign attribution and effectiveness
e-CENS developed a comprehensive data collection and user behavior tracking solution by implementing Google Analytics (360) Enhanced E-commerce, detailed user journey tracking, top paths analysis, conversion funnel fallouts, form abandonment, and product category level implementation.
e-CENS developed user segments and audiences based on the user engagement trends related to Macro and Micro conversions across both devices (Desktop & Mobile) and pushed back to the marketing platform.
The results of e-CENS’ work enabled the client to identify the potential areas of problem in the buyers’ journeys. The client understood the areas of optimization, and the conversion rate has more than doubled. Highly targeted audiences and customer segments supported advanced personalization (through Google Optimize) for greater user engagement.