The challenge: optimizing individual customer journeys
How do you create unique selling points for a product segment that, in telecommunications, hardly differs in gigabytes and data volume?
Market-specific challenges:
very dense market environment
few innovative or creative ideas
longer innovation cycles at manufacturers
strongly driven by opportunities
That is why every online investment along the digital customer journey needs close scrutiny.
The freenet Group wanted to understand better what keeps customers excited about their online journey and which measures can deliver measurable success. Guided by customer needs, konversionsKRAFT was to review and optimize the existing onsite processes and the CX to generate higher uplifts. The experimentation measures had to be backed up quickly with increased online orders.
How many experiments does a proof of concept need to reach the agreed uplift target?
The solution: a development model with pre-agreed, measurable uplift targets
For more than 25 years, customer experience management has been one of the freenet Group's most important core competencies. Delighting and retaining customers is deeply embedded in the organization's DNA.
Our shared goal was therefore to use A/B testing to align every digital measure so that it generates a positive ROI from the start. The focus was not on click rates, but on unique orders that end in a purchase. That is why uplift and process targets were set by contract, with a bonus for konversionsKRAFT only when the targets are met.
We mapped out the following stages to raise the experimentation maturity level:
