Enhancing Cross-Selling & Financing
Mision
To optimize the telecom brand’s digital sales platform by identifying and addressing usability barriers, testing cross-selling opportunities, and ensuring a smooth and intuitive financing experience for customers.
Vision
To create a seamless, customer-friendly e-commerce experience that drives sales while making products more accessible through financing options.
Industry
Telecom
Size
Big Corp
Markets
EU
Timeline
3 Weeks
Team Member
1 Member
Type of Project
External Collaboration
Need For Cange
To stay competitive and improve customer experience, the telecom company needed to refine its digital sales process by addressing friction points in the purchase journey and validating the impact of financing options on customer behavior.
Business Background
A leading telecom provider aimed to improve its e-commerce platform by increasing sales and enhancing the customer purchasing experience. A key focus was exploring the feasibility of implementing buyout financing as part of the buying process.
The Company
Operating in a highly competitive market, the telecom brand recognized that digital experience plays a critical role in customer retention and sales growth. With an increasing demand for flexible payment options, integrating financing solutions was a strategic opportunity to enhance customer satisfaction and conversion rates.
Key Challenges
Unclear User Flows: The buying process had points where users lacked clear guidance.
Cross-Selling Feasibility: Testing whether financing options could be effectively integrated into the customer journey.
User Perception Issues: Some UI elements (icons, text messages, hints) were not well perceived, impacting customer understanding of financing options.
Sales Conversion Barriers: Errors in the user journey were reducing conversion rates and limiting sales growth.
Objectives
Enhance the e-commerce user experience by streamlining the buying process.
Increase sales and conversion rates through better cross-selling strategies.
Validate financing as a viable option to improve affordability and attract more buyers.
Identify and fix key usability issues in the purchasing flow.
Overcoming Obstacles
Lack of clarity in user flow → Introduced clearer messaging and navigation improvements.
User hesitation on financing options → Improved UI elements and provided better guidance.
Lessons Learned
Continuous User Testing Uncovers Hidden Barriers
Regular user testing is not just a validation step. It’s a critical tool for uncovering unseen friction points in the buying process. Early testing allowed us to detect user confusion around financing options and refine the experience before these issues impacted conversion rates at scale.
A Frictionless Buying Experience Drives Revenue Growth
Small usability issues can lead to significant drop-offs. By streamlining navigation, improving guidance, and reducing unnecessary steps in the checkout process, we enhanced the overall customer journey, resulting in higher engagement and sales.
Strategic Messaging and UI Optimization Build Customer Trust. Financing options can be complex, and unclear messaging leads to hesitation. By strategically placing explanations, refining iconography, and simplifying instructions, we increased customer confidence, leading to greater adoption of financing solutions and a more seamless purchasing experience.
Impact
Improved user understanding of financing options.
Increased conversion rates by reducing friction points in the buying process.
Higher customer confidence in making purchases, leading to revenue growth.
Results
Identified key usability issues impacting sales.
Improved user understanding of financing options.
Increased conversion rates through optimised user flows.
Conclusion
Optimizing the telecom brand’s e-commerce platform through research and testing has led to significant improvements in usability, cross-selling effectiveness, and sales conversion. Addressing user pain points and integrating financing options strategically have positioned the company for continued success in the digital marketplace.
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