What you can learn from Alditalk’s Product Offer

Alditalk.de had one of the highest conversion rates in the latest WUA Web Performance Scan ‘Handytarif ohne Handy’ which was conducted in October 2016. The overall winner of this study was Vodafone.de. This article contains some useful insights WUA has extracted from the study, while we focus on the Product Offer theme.

Being good in one component is not enough

From our years of intensive research we know exactly what makes a website best of class in a market. Our Digital Sales model takes into account all stages that are relevant for success in the digital customer journey: The obvious starting point to attract new customers is ensuring that they can find your website. Then the first impression of a website is important which – according to the WUA Digital Sales Model – is based on the evaluation of the themes Look & Feel, Product Offer, and Brand. The same themes are evaluated after a more detailed exploration of the website.

Digital Excellence is an absolute necessity. To beat the competition, you have to offer an excellent digital experience in the entire customer journey, on all of the themes and stages in the Digital Sales Model, and take the number one position in preference. Being found and scoring high in Google isn’t enough.

Also read: Vodafone wins digital customer experience study SIM only plan Germany

Alditalk.de has highest conversion rate

Alditalk.de reaches a conversion rate of 54% which is by far the highest conversion rate of all websites that were evaluated in the study ‘Handytarif ohne Handy’ (SIM Only), in October 2016.

Why are they so successful?

Alditalk.de scores highest on all topics that refer to the customer journey on the website, in both the First Impression phase as well as in the Further Look phase. This great combination of all of these focus points convince potential customers. The biggest differences in points compared to the competition are related to Product Offer: Alditalk.de scored 81 points on Product Offer in the First Impression phase and 85 points in the Further Look phase. Compared with the other websites in the ranking and also with the WUA-benchmark these scores are really high. In the next sections of this best practice blog article, we will focus on the theme Product Offer and will show you what other companies in the telecom market in both Germany and abroad, can learn from Alditalk.de.

Why is Product Offer so important?

Beside the Look & Feel of a website and the impression of a Brand, the Product Offer is of great importance in the decision making process of consumers. The way products and services are displayed on the website has a huge impact on consumers’ first impression. Visitors should find immediate confirmation that they are likely to find a suitable product on this website. When they dive deeper in the product offer, it is important that there is a balance between too much and too little choice. Furthermore, consumers should be able to find relevant options from the total Product Offer easily and quickly.

Why did Alditalk score the best on Product Offer?

Alditalk.de scores high on Product Offer due to various reasons. They not only offer a great price-to-quality ratio and flexible options, but also make it easy for customers to find a suitable product quickly. The following examples will show in detail what exactly consumers appreciate about Alditalk’s Product Offer.

1 Relevant product offer on start page

Visitors come to a website with a goal in mind. In our study they were asked to look for a SIM Only plan for their mobile phone that suits their needs. When visitors enter the start page of Alditalk.de they are immediately shown interesting product offers for different kinds of needs. Overall, the layout of the start page provides a very good overview as it is clearly structured in sections.

On top of the start page interesting offers are shown and the ‘Top seller’ is highlighted with a yellow frame. Large font enables visitors to grab relevant information such as prices at first glance. The advantages of Alditalk are visually highlighted with three checkmarks and provide reassurance that Alditalk is a good choice. And below three large boxes lead to either combination packages, internet flats, or music packages. Overall, the different kinds of relevant offers on the start page address a broad target group. A participant puts it like this: “Great offers actually jump on you at the first glance“.

2 Further information about the products is quickly accessible

When looking for a SIM Only on Alditalk.de it is very obvious for a visitor to click on the CTA ‘More details’ for further information. Furthermore, the top navigation can be used as an entry point to quickly find relevant products. For example, a user who is looking for a mobile plan package quickly will be lead to the page with different kinds of combination packages (‘Kombi-Pakete’). The available products have clear names, e.g. ‘Paket 300’ or ‘Paket 600’ that indicate the included minutes.

Furthermore, the products are explained with short and to the point information (number of included minutes, included internet volume in MB) and a large price.

It is also easy for users to navigate to ‘smaller’ and ‘larger’ packages with the arrows on the left and on the right hand side. On the bottom of this page, further options, that can be added flexibly, are shown, for example new High-Speed-Volume or EU packages for usage while in foreign countries. At this point, this is also relevant information for potential customers as they can see what other possibilities they have when buying a SIM card from Alditalk.

3 Great prices and flexible options are strongly appealing 

Of course, a clear product offer and a nicely done website is not enough for convincing potential customers. The price also plays a big role in the final decision. Alditalk also is the clear winner here; Many participants pointed out that their pricing is very competitive: “Their prices really stand out on the market” or “It looks like a really attractive offer, the prices are unbeatable”.  Furthermore, Alditalk offers flexible add-on options which can be booked for 7 days (EU packages) or for a month depending on the current needs – without being tied to long contract periods as this is the case with many other providers. Consumers highly appreciate this: “They have a great selection of basic tariffs, no fix contract period, and various different possibilities to add flexibly any time.”

Overall, the user experience on Alditalk.de is very efficient and enjoyable and Alditalk.de is a good example for an attractive and clear product offer where other providers can learn from.