Telia Norway is one of the largest mobile phone operators in Norway. Every day, it helps millions of people connect to the internet.
The company discovered that an expanding share of its revenue was coming from people purchasing on mobile devices, but its conversion rate on mobile still lagged behind desktop. Telia Norway believed if it could improve the mobile user experience (UX) for its customers, the improvements would lead to more mobile sales of its hardware and services.
“Improving the UX across all of our customer facing platforms has always been integral to our work. But the challenge is balancing this effort with larger strategic projects and very short deadlines,” says Simen Petersen, digital business developer & project lead for Telia Norway.
Petersen recognized there were several potential areas that could be improved on Telia Norway’s mobile site. But first, the company needed a solution that would enable them to run A/B tests across its entire mobile site with minimal support from its developers. For help, Telia Norway turned to Google Optimize.
Testing UX improvements with Google Optimize
Telia Norway was able to quickly get started with Optimize. Optimize’s Visual Editor allowed the sales and UX teams at Telia Norway to start making changes to the site directly in the Optimize interface. They were able to do this without needing developer support.
With Optimize we’ve been able to quickly and easily set up site experiments. This has lowered the threshold for testing even the smallest improvements to our site.
, Digital Business Developer & Project Lead, Telia Norway
Then, Petersen and team identified a series of mobile UX improvements that could potentially increase mobile sales, including:
- Reduce the size of the hero image on the homepage, to allow showing more phones above the fold.
- Replace a generic message on the checkout page with a specific call-to-action message.
- Display a monthly price for mobile phones, instead of an annual price.
Across the board, Petersen and team found that these small tweaks led to some impressive results. For example, reducing the size of the hero image on the homepage increased conversions by 19.3%, and changing the checkout message decreased the bounce rate by 20.5%. But the biggest boost came from showing a monthly financing option. Telia Norway had a hunch that customers might find the monthly rate easier to understand and would then immediately complete the purchase. This small change increased the number of sales for this financing option by 94%!
Measuring impact with Google Analytics
For Telia Norway, having a large ecommerce site meant it needed to ensure that any change it made to the site would have a positive effect on company-level goals. With Optimize, the team was able to quickly see whether or not the changes they had made increased sales on mobile devices, but in order to get a deeper level of insight, Telia Norway used Google Analytics.
“We were able to run all our site tests in Optimize, but in order to get the level of insight we needed, the integration between Optimize and Analytics was critical for us,” says Simen. “We were able to analyze our Optimize experiments with important metrics and values we were already monitoring in Analytics. This made it easy for us to measure the impact of the experiment.”
Making optimizations a daily task
Through these tests with Optimize, Telia Norway’s key takeaway was that making and testing UX improvements can —and should — become a natural, day-to-day task.
With numbers to back up any hypothesis, the eCommerce team can now more effectively prioritize what changes developers should implement in the code permanently. “The accumulation of many small improvements can bring a whole lot of business and customer value,” said Petersen.