Vodafone-use web analytics to restore lost order opportunities

1. Vodafone Introduction

Vodafone is a multinational mobile phone operator. Headquartered in Berkshire, UK, Newbury (Newbury) and Dusseldorf, Germany. It is currently one of the world's largest mobile communications network companies, with investment in 27 countries worldwide. In 14 other countries, joint mobile phone networks are associated with local mobile phone operators.

Vodafone has the world's most complete enterprise information management system and customer service system, in the increase of customers, provide services, create value has a strong advantage. Vodafone's global strategy is to cover voice, data, and Internet access services, and to provide customer satisfaction services. Vodafone Group currently employs more than 100,000 people worldwide.

2. The challenges facing Vodafone AU (Australia)

In recent years, the tablet and smartphone market has exploded, with many exciting products appearing on the market.

However, the terminal sales of telecom operators also face a lot of problems: the electronic channel sales speed growth began to slow down, to obtain the flow of the price to pay the original higher. People are getting used to buying these mobile terminals online, and Vodafone www.vodafone.com.au needs to differentiate itself from the rest of the market in order to win on-line users. To get more customers, for some other companies, as long as the increase in advertising input, attract more traffic on it. But Vodafone hopes to get more customers to meet rising customer costs by optimizing the online buying process, improving the user experience, increasing customer engagement, and using new marketing strategies to regain lost order opportunities.

3. Through the website analysis, discovers the question

To uncover problems in electronic channel sales and exploit new market opportunities, Vodafone has used the world's leading web analytics tool Adobe Sitecatalyst (one of the Adobe Marketing Suite components), and Adobe Sitecatalyst is able to capture real-time , subdivide, report the user's access behavior data, and help Vodafone to understand the user behavior patterns from different segments to each visitor.

Vodafone's operations team wants to know how the product purchase process works through Sitecatalyst. Using Sitecatalyst for analysis, they found that 60% of the people who joined the shopping cart entered the settlement process, but 80% of those who entered the settlement process would give up the order. This is a very valuable discovery. After discovering the problem through Sitecatalyst's website analysis, Vodafone made the issue a breakthrough.

4. A/b test to improve conversion rate

After discovering the problems in the shopping cart through the website analysis, Vodafone has focused on improving the order conversion rate by optimizing the purchase process. On the optimization of the purchase process, Vodafone is combined with A/b test and web analytics. Through a three-month test, the conversion rate of Vodafone's buying process has improved. But the Vodafone au believes there should be greater room for improvement. Need to have more comprehensive means to collect information, understand the user's motives, how to better meet the needs of users and expectations.

A/b test: A/b test is a new Web optimization method, which can be used to increase the conversion rate registration rate and other web metrics.

Using a/b test you first need to create a test page (Variation page) that may differ from the original page (Control page) in terms of title font, background color, wording, and then push both pages in a random way to all browsing users. The next two pages of the user conversion rate, you can clearly understand the pros and cons of the two designs.

A/b Test

5. Two times marketing, save lost order opportunity

In order to understand why users give up their shopping carts, in addition to analyzing data through web analytics tools, Vodafone has done an online survey on its website. The survey found that 32% of customers said they were abandoning their shopping carts because they wanted to buy from the offline store to learn more about their products or packages. 12% of customers said they had abandoned the shopping cart because of concerns about the package.

Through a comprehensive analysis of web analytics, online surveys of user feedback, and past mail marketing data, Vodafone has created a customer behavior model and then, based on this model, automatically sends mail to two of users who give up their shopping carts through predefined business rules. During the user purchase process, if the Web Analytics tool adobe Sitecatalyst monitors the user's abandonment of the shopping cart, it will be through Adobe Genesis, one of the Adobe Marketing Suite components, to quickly integrate Adobe Sitecatalyst and Third-party tools, such as mail services, and exact Target (mail service providers) automatically send mail, aimed at eliminating the user's purchase concerns through existing analysis data, and allowing the user to return to the purchase process and complete the order.

Two-time marketing: use different strategies and automated messaging systems to track visitors who give up their shopping carts, bring them back to our site and turn them into a marketing strategy for paid consumers. When a visitor gives up the cart and leaves some information, at least the e-mail address that was filled in at the time of registration, we can use the data to track visitors, send reminders, and personalize the emails to motivate visitors to return to the shopping process and complete the order.

Two times Marketing

6. Optimize content, dispel user concerns from source

Through web analytics and online surveys, Vodafone understands that a large part of the reason users give up their shopping carts is because the content they provide is not detailed and complete, so they want to buy it offline. So Vodafone AU from the site content optimization, to provide more complete, detailed content. The aim is to motivate users to complete orders from the outset, eliminating the idea of offline purchase.

Include user ratings and comments on the product page; show some incentives to buy; display rich contact information (online chat, mail and telephone) to make it easy for users to contact a product specialist For more information about products or packages than to give up their shopping cart; Convenient for users to better contrast. At the same time in the two marketing mail above, will also be targeted to display these content.

Page Content Optimization

7. The result

• Save 15% of Lost orders

• Increase the online channel revenue by 7%

• 17 times-fold return on marketing optimization project investment