Case Study. Results. The Business

Transcription

1 Case Study JR Howden Head of Analytics, Clicktale helped us better engage our clients via the digital channel by enabling us to create a smoother online experience, thanks to a more granular understanding of customer intent and points of struggle. Company TELUS Industry Telecommunications Challenge Enhancing customer engagement, success, and lifetime value by optimizing self-service subscription management and streamlining agile design. Results Markedly accelerated and focused the agile interaction-design process Enabled designers and developers to identify and prioritize key usability issues Increased conversions up to 5% on self-service pages Bolstered TELUS analytics ecosystem with insight into customer intent The Business TELUS (TSX: T, NYSE: TU) is Canada s fastest-growing national telecommunications company, with $12.3 billion of annual revenue and 13.9 million customer connections. TELUS provides a wide range of communications products and services, including wireless, data, Internet protocol (IP), voice, television, entertainment and video, and is also Canada's largest healthcare IT provider. The TELUS company website plays a major role in the company s service ecosystem, and is key to maximizing customer success while fostering loyalty and lifetime client value. Light up the digital world

2 The Challenge Using the TELUS website, customers can self-provision their accounts - picking and choosing from a rich set of products and options. These pages are mission-critical, and directly contribute to top-line and bottom-line revenue. Owing to this, TELUS is committed to ongoing interaction optimization - maximizing usability and conversion. Prior to engaging with Clicktale, TELUS analytics solutions provided information about how visitors moved between pages on the site, but left crucial questions about the user experience within each page unanswered. In order to provide the best possible user experience on its self-service pages, TELUS was seeking insights into how visitors interacted with content, products, and options on these pages. Moreover, TELUS was seeking a solution to help them maintain the highest standards of agile yet data-driven interaction design. To get rapid buy-in for design sprints from stakeholders in product marketing, analytics and interaction design, TELUS was looking for a solution that could eliminate subjectivity and visually represent actual customer behavior and usability issues. Why Clicktale TELUS chose Clicktale to provide their team with objective information and actionable insight about the digital customer journey within each page of its website. They appreciated the solution s cloud-based, rapid deployment model and its proven track record of delivering results for enterprise-class clients. Duc Nguyen Sr. Digital Analytics Consultant, As an analyst, when I give my opinion based on web analytics metrics, that is just my opinion. But if I can show the actual Clicktale replays, it becomes fact that nobody can argue with. Optimizing the Self-Service Experience Leveraging Clicktale s unique top-down investigative capabilities, TELUS analysts used Mouse Move and Click Heatmaps to understand high-level customer intent on the company s self-service pages. For example, TELUS found that customers were primarily engaged with information about their subscription plans and related links on the pages. Mouse Move Mouse Click Clicktale s heatmaps showed high engagement levels over the subscription management sections. Clicktale s heatmaps showed that customers were highly engaged with the navigation bar in the My Accounts section in efforts to reach various account management options including account balance, billing information, and more. Yet TELUS wanted to know more. Was this good engagement, or bad engagement? Were clients struggling to find the option that answered their needs?

3 Clicktale s Mouse Move Heatmap showed high engagement with the navigation bar, as visitors attempted to reach subscription management links. Most unique clicks on mobility usage and navigation menu Using Clicktale s seamless drill down from Heatmaps to Session Replays, TELUS analysts were able to extend their analysis from the aggregate to the individual level gaining a better understanding of each individual customer segment. Reviewing Session Replays in conjunction with heatmaps revealed that customers were having trouble navigating through the different menus. Session Replays showed users clicking on links and focusing on My Account in an attempt to find the links to their desired action. TELUS decided to redesign the self-service pages and place the direct links in a more prominent and intuitive location next to the product images. Original and redesigned self-service pages Before After New links layout Follow-up observation of Clicktale Session Replays showed that this solution better met customer expectations, helping visitors reach their desired options more easily and raising conversions on the self-service pages. Customer success and click-through rates increased by 5% for USA Travel Plans, 3.3% for Change My Plan, and 1.7% for Change Add-ons.

4 Previous Redesigned Clicktale s Mouse Move Heatmaps showed higher engagement and click-through rate on the main call-to-action buttons after changing link positions. Change My Plan Change My Plan +3.3% Change Add-ons Change Add-ons +1.7% USA Travel Passes USA Travel Passes +5% Accelerating the Interaction Design Process The TELUS Interaction Design team is committed to an agile process that continuously optimizes customer experience, and takes advantage of Clicktale insights at virtually every step of the way to accelerate, focus and enhance the process. As part of the discovery phase leading up to optimization and design initiatives, I use Clicktale as my first point of call, said, UX/UI Designer at TELUS. I will check how a page is performing at a glance ahead of making changes. It helps us build the justification as to whether changes should be made and if so, which ones. With objective data and visualizations based on Clicktale Session Replays and Heatmaps, TELUS analysts can more easily build consensus for design changes among stakeholders from product marketing, analytics and interaction design. By removing subjectivity and guesswork, cross-functional TELUS teams more quickly align around actual consumer needs to rapidly arrive at actionable solutions. With the intuitive data that Clicktale provides it brings down the time needed to make evidence-based decisions. It s often just 15 minutes, i.e. really quick to pull up data-based evidence from Clicktale. That in turn makes our turnaround time for bringing better experiences to our customers also very quick. Creating a Stronger, More Comprehensive Analytics Ecosystem Clicktale plays a key role in strengthening the larger TELUS analytics and usability ecosystem, seamlessly integrating with Adobe Analytics, lab testing solutions and more. By revealing the customer intent and behaviors that underlie changes in trends, Clicktale maximizes return on investment for each analytics solution. Duc Nguyen Sr. Digital Analytics Consultant, When our web analytics metrics show a change in trends, it can be hard to tell from just the numbers why that change is happening. Clicktale gives us that clear understanding because you can literally see customer interactions.

5 For example, TELUS interaction designers and analysts regularly use lab testing to observe and listen to small samples of customers as they browse the TELUS site. Clicktale complements and extends the reach of this testing, allowing TELUS to observe the actions of a much larger and completely unbiased sample. Clicktale enables TELUS to watch visitors use the site for real transactions, in the real world - locating and quantifying opportunities that are not visible in smaller samples. Clicktale s unique contribution is that we are getting insights into customers and their behavior that would be otherwise missing if we just looked at numbers and reports. Similarly, using Adobe Analytics, TELUS analysts track conversions for various campaign landing pages and product bundles. Clicktale heatmaps show which specific offerings within the landing pages attract most actual user attention and interaction. This enables TELUS to make design decisions as to how many options should optimally be presented to best engage customers, based on hard data. Conclusion Authentic and ROI-focused insights from Clicktale enable TELUS to take fast and highly-focused action to markedly improve the online customer experience. In the fast-paced, data-driven TELUS digital experience, Clicktale adds value at every step. From providing timely and applicable insight for agile design to fast, accurate usability assessment Clicktale plays a crucial role in optimizing the TELUS user experience. Integrating seamlessly with the existing TELUS analytics ecosystem, Clicktale adds deep, actionable insight into customer intent and on-page behavior. This allows TELUS to take design and user experience decisions faster, based on real customer behavior and intent. The customer behavior revealed with Clicktale...results in a more effective self-service experience that reflects our customer-centric approach. The better we serve our clients, the better we succeed as a provider. Global Offices US: UK: About Clicktale: Clicktale lights up the digital world, revealing customer behavior, needs and intent across all key touchpoints: web, mobile and apps. The world s #1 enterprise-class experience management platform, Clicktale s deep drill-downs get to the heart of the how and why behind customer behavior. Via session replays, high-fidelity heatmaps, conversion analytics, powerful integrations and in-depth expert analysis, Clicktale provides critical insights needed to remove friction, delight every customer and achieve digital success. With a global customer base that includes Walmart, UBS, The North Face, MetLife, Lenovo, Adobe and CNN, Clicktale is the most advanced, robust enterprise-grade solution on the market, analyzing over 100 billion in-screen behaviors per month. Light up the digital world