For this WUA client case, we spoke with Maarten van der Gugten from T-Mobile Home in July 2018.
Below is a short interview with Maarten van der Gugten about how T-Mobile Home have used the Digital Sales Scan report and action workshop to set up several successful (prize-winning) A/B tests.
Hi Maarten, how are you getting on with the implementation of the recommendations and learnings?
“We see that findability remains a challenge for T-Mobile Home, which is evident from the reports. The challenge within T-Mobile Home is that we propagate to the market that we are a full-fledged FMC player, and a great alternative to KPN and Ziggo. From the Q2 Tracker we discussed recently, we see that we’re lagging behind when it comes to Look & Feel. The point of action resulting from this is that we will make our brand more human. That’s also the gist of the new commercial we have just launched.”
What are the most important learnings and results? How do you utilize the insights?
“With the previous Trackers, we mainly received learnings at the level of quick wins, a lot of input for A/B testing. With the Q2 Tracker, we received a lot of input to improve the reliability of our brand. We have seen that there are also challenges that cannot be solved quickly. This concerns, for example, the personalization of our brand. As a digital team, we can’t resolve this just like that. With a larger organization like ours, logically more stakeholders are needed to make decisions about this. The insights help us to involve various stakeholders, taking a direction that will potentially offer a solution. Fortunately, there are insights we could utilize immediately. In order to increase the reliability of T-Mobile Home, various A/B tests are ready to go: these are mainly related to social proof. We expect a lot from this!”
“The latest Q2 Tracker has made it very clear to us that online conversion is not only determined by how you’ve set up your funnel. Brand experience and recognition also play a crucial role. That sounds logical, but we now also have it as a “burden of proof” in writing, through direct customer feedback. And letting the customer talk, that’s crucial, that’s what we do it for. That makes this research not only very valuable for us as a digital team, but also for other departments such as the brand & communications team and the UX team.”
More successful A/B testing: The results
Based on the research, the digital team at T-Mobile Home have set up multiple A/B tests and successfully executed them. The results can be seen in the slides below, with very specific percentage increases for order values, and an uplift in online conversion.