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As part of a six week client project at Hyper Island we have analyzed the Swedish mobile operator Halebop, producing a strategy focusing on user growth with tactical recommendations based on their Google Analytics data. We created visualizations to help Halebop improve their sales workflow. Helped redefined their KPI’s and sat up custom dashboards in Google Analytics.
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Insights, strategy & tactical recommendations report. Brief: Sales optimisation
Kelly Brofall • Simone Giertz • Hanna Wilhelmi • Jo Posselt
The brief
Best use of data? - Are we measuring the right things?
Create visualisations to improve our sales workflow?
Improve our lead generation by using other software?
Increase relevance in the larger cities, without losing strong consumers elsewhere?
Brief 3: Sales optimisation
The re-brief
How might we make the data understandable and actionable for the employees at Halebop?
How might we focus on growth thus making sure Halebop is measuring the right things at the right time?
How might we create stronger communication between users and Halebop?
Brief 3: Sales optimisation
The audit ensures that Google Analytics is set up correctly and that correct data is coming in.
Overview
The customer experience
Halebop
Best practise setup Clear account structure
RAW MASTER TEST
Growth strategy is getting a fundamental understanding of your product and how people use it in order to reach a higher conversion
Why growth?
The telecom industry is facing many challenges the best way to survive is to focus on growth.
A way to differentiate yourselves from your competitors and understand your when and why you lose people.
Current conversion rate is 0,89% on all traffic to site But a potential of 150% increase in conversion rate if you focus on growth
S w
O T
high customer satisfaction quick response on online support
low prices operating within Telia’s infrastructure
being in frontline for adapting to changes based on customer behaviour/data
difficult to differentiate from other telecom companies earning money when data usages takes care of all communication
no phone support no physical stores
low penetration in large cities
SWOT
Framework to growth
Growth Funnel/Sales Workflow
Reach – teach
Vital signs
Top 5 reasons why people leave? (Terrible conversion)
Top 5 reasons why people stay? (Retention)
How many people switch plans? (Positive or negative conversion)
Analyse
Case Studies & A/B testing and what it can do for your conversion !
The Obama campaign
500 A/B tests in a 20 month period increased donation conversion by 49% and sign up conversions by 161%
Sticking to a hypothesis is beneficial because it allows you to retain focus on your goals
Test one thing at a time
Start with low hanging fruit
Design and interaction
Copy
Imagery
A/B testing for Halebop
Copy
Why even build it?
One website
Talking to users will give you a fundamental understanding of your product and why people use it! !
The Halebot
Tech
The Halebot The customers voice realtime inside the company
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