Creating relevance through understanding of context
We built a new digital platform that captured the user needs across target groups. The redesign and the new content initiatives more than tripled the conversion rates after just three months.
ASE has a firm ambition of creating an open and customer centric organisation which turns members into ambassadeurs. This means an increased focus on seamless digital journeys across touch points.
The project was framed by two high level KPI's:
- Increased customer loyalty
- Increased lead generation and -nurturing
ASE's former digital platforms displayed sales messages and prices too soon in the customer journey, and therefore the focus for the new solution was relevant content flows and helpful customer experiences - rather than first line conversion optimization.
Highlighted user scenarios taking over the home page:
The new solution started working soon after launch:
- Lead conversion (memberships) was increased by more than 300 percent within the first three months.
- The ROI was established after just six months meaning that the increased revenue was higher that the new website investment after just six months.
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