After 10 years of benchmark research in the Telecom market for consumers, WUA conducted a study in the business market this summer. The study looked at the online orientation for a mobile phone plan for business among the target audience of ‘small businesses’ (up to 10 FTE).
WUA asked 100 business respondents to orient themselves freely online, using either desktop computer or laptop, with the assignment: “Go online to look for a mobile phone plan that suits your company.” This study shows which websites are being found and visited during that free orientation, how the users experience them, which website is preferred in the end, and especially: why?
With a Web Performance Score of 76, KPN.com ranks highest. The KPN website is visited by the highest number of respondents during their orientation, and also performs best at persuading its visitors: 26% of visitors say they prefer KPN.com. At 14%, Vodafone.nl scores a relatively low preference, but with an Overall score of 65, it still manages to grab second place. T-Mobile.nl completes the top-3 with a score of 68.
Web Performance Score
Onderzoek Mobile Plan for BusinessTime: August 2018Country: Netherlands
- 1 KPN.com 76
- 2 Vodafone.nl 70
- 3 T-Mobile.nl 68
- 4 Tele2.nl 61
- 5 Telfort.nl 54
- All Digital Sales Scans are based on the Digital Sales Model. Using this model, details of the orientation process can be explored. Eventually, a website’s performance is shown in two scores: the Digital Sales Score and the Digital CX-Score. Shown above is the Digital Sales Score: this shows howefficient and effective a website is in keeping his visitors.
T-Mobile has a relatively low Findability, but is good at conversion
T-Mobile is not visited as often as KPN.com and Vodafone.nl, but provides a good experience to its business visitors, and does well at converting them.
Experience on website greatly influences preference for provider
In this study, we asked respondents about their arguments for choosing a provider, both before and after the study. It’s noticeable that the decision-making process becomes more rational; the experience people have on a website greatly contributes to the preference for a provider.
Most providers visited via search engines
In most cases, the providers are found via search engines – the other large source of traffic is ‘direct traffic’. However, many providers don’t optimally use their text-based ads in search engine results to focus on the things that are important in the decision-making process of a business customer. Many of the small business customers then get lost on landing on the website, orienting themselves on the consumers’ offer instead of on the business offer.
Website designed with strong focus on conversion
All websites are designed for conversion, guiding the visitor to the webshop as quickly as possible. Some providers strongly steer the visitor towards acquiring both a plan and a device, making the SIM only offer impossible to find. T-Mobile.nl is best at its reception of business visitors during their First Impression. It provides the best balance between information and commercial persuasion.
In the in-depth phase, KPN.com, T-Mobile.nl, and Telfort.nl provide the best means for understanding product details and personalization of the plan. Although they all have distinctly different approaches, they all achieve the same score on In-Depth. It’s also clear that there’s a lot of room for improvement.
KPN.com comes out on top. It’s found by the highest number of respondents, and on top of that, is also best at persuading its visitors.
T-Mobile.nl is not visited as often as KPN.com and Vodafone.nl, but provides a beautiful experience to its business visitors, and has a good conversion.
In most cases, providers are found via search engines. In the search engine results, many providers fail to word their text ads specifically with relevant information (things that are important in the decision-making process of small-business customers).
In both business studies, the problem remains in Findability: many respondents get lost after landing on the website, and orient themselves on the consumers’ offer instead of on the business offer.
T-Mobile provides the best reception for its business visitors, with the best balance between information and commercial temptation.
Goal & Relevance of this study
The goal of this study is to map the digital experience of potential customers orienting themselves on a business mobile phone plan, which provider they choose, and most importantly, why. Using a proven model WUA has been working on for the past 10 years, we indicate with precision exactly what customers want, what the best practices are, and what issues providers may have. A custom-made report is available within two weeks, including an action workshop on location and presentation.