Four user experience improvements drive big gains in sales for Telia Norge

As part of the biggest telecommunications company in the Nordics, Telia Norge is a new generation telcom enabling people, companies and society to access whatever they need whenever they need it. With Telia Norge’s mobile share increasing rapidly and more and more purchases being made on mobile devices, the company launched a project to improve the user experience for B2C customers and increase conversions on mobile.

About Telia Norge
Norwegian telecommunications company
www.telia.no
Goals
Minimise friction for users making purchases via mobile
Improve user experience
Increase conversions
Approach
Identified four potential site updates
Pinpointed metrics to assess impact of changes
Ran A/B tests to quantify effect of site improvements
Results
Usability improvements produced:
19% increase in conversion rate
15% increase in checkout conversion rate
26% increase in bundle checkout conversion rate
8% increase in ecommerce conversion rate
8% per session value

Making user experience improvements across all customer-facing platforms is integral to Telia Norge’s way of working. “The challenge is balancing this effort with bigger strategic projects with very short deadlines”, explains Simen Andreas Petersen, Digital Business Developer. “Having the right instruments to measure and follow up on changes is critical, and tools like Google Analytics make measurements of user experience improvements a lot easier.”

“An expanding share of our revenue comes from mobile devices. The user experience improvements we’ve put into effect have positively contributed towards achieving our internal goals.”

– Simen Andreas Petersen, Digital Business Developer, Telia Norge

After attending a mobile user experience workshop with Google, the Telia Norge team came away with a set of suggested site improvements. “We started looking for cases where we could implement changes with minimal support from developers and which at the same time had good business potential”, Simen says. “It was also crucial to be able to measure the effect in order to put an actual value on the improvement.” Using Google Analytics together with Google Optimize, Telia Norge created a range of A/B tests. Here are some examples.

Test 1

When displaying a list of mobile bundles for consumers to choose from on the Telia Norge site, a hero banner took up almost all of the screen area on mobile devices and pushed the actual products below the fold. The team redesigned the page to carry a much smaller banner, then ran an A/B test for 15 days on mobile devices to measure the performance of the new version. The new version produced a 19% improvement in conversion rate and 15% improvement in checkout conversion rate.

Test 2

On the page outlining financing options, the Telia Norge site provided various prices depending on the customer’s choice of subscription. In order to simplify the page, the team redesigned it to display easy-to-understand monthly prices. They ran an A/B test for 9 days on all devices. Sales of the financing option promoted in the redesigned page went up by 94%. The new version also improved both the ecommerce conversion rate and the per session value by 8%.

Test 3

At the end of the shopping cart page, the Telia Norge site displayed a very generic message – “continue”. To reduce friction and increase completion rates, the team decided to try guiding customers to the next step in the checkout flow with a more relevant call to action. They tested this new approach against the old one in an A/B test that ran for 20 days on all devices. On mobile, the subscription purchase conversion rate went up by nearly 5%, the bundle purchase conversion rate went up by 17% and the bounce rate fell by almost 20%. On desktop and tablet, they saw an increase in purchase conversion rate for SIM-only packages of 11%.

Test 4

To try to boost conversion rates from the page promoting the new iPhone handset, the Telia Norge team developed a new version that hid the phone’s USPs and instead highlighted actionable options above the fold, enabling users to easily choose the colour and size. They conducted an A/B test over 23 days on mobile devices only, and discovered that the bundle checkout conversion rate went up by 26%.

Because Telia Norge used Google Optimize to conduct their tests, the results were immediate and the changes could be rolled out without delay. “Given that we have been able to measure the impact of the various user experience improvements, we have seen a direct effect on sales”, Simen says. “We’ve also been able to effectively prioritise what changes to implement in our code first, since we have such a clear picture of the different effects.”

Meanwhile, being able to run the tests without development resource makes it much easier to initiate more user experience improvements going forward. “The fast and easy setup for executing experiments lowers the threshold for testing small improvements. By enabling our user experience experts and business people to identify, run and measure tests, we can experiment on all kinds of issues without using our developers.”

Having already produced bottom-line successes off the back of these tests, Telia Norge plans to expedite and expand their experiments even further. According to Simen, “One of the most important takeaways is to never settle with a solution and make testing and improving a natural day-to-day task. The accumulation of many small improvements can bring a whole lot of business and customer value.”

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