The company
M1 is one of Singapore’s leading telecommunications company, servicing over 1.9 million Singaporeans. The company offers an extensive array of products and services, all hosted on its content-rich website, with thousands of user journeys and paths to conversion.
Key metrics
+143% monthly increase in conversion on a product page
The challenge
One of M1's key challenges is attribution. It's important for the company to understand how its digital campaigns are performing and get insights into what and how channels are driving conversions.
Another key area of focus is understanding the customers’ buying journey—knowing where customers are converting, understanding their reasons for dropping off, and overall customer concerns. This helps the business to continuously deliver personalised experiences for its customers.
The solution
Andy Ang, former Performance and Digital Marketing Lead at M1, found using Contentsquare's Experience Intelligence platform a real game-changer in effectively getting insights at a faster pace.
"The user interface (UI) is enjoyable—specifically, tools like zone-based heatmaps are so visual it makes it incredibly easy (and quick) to understand key metrics like engagement and conversion across the entire site," says Andy.
Andy's team also use Contentsquare's funnel analysis feature for understanding user journeys at a macro level, Contentsquare's Session Replay capability to validate hypotheses and Contentsquare's Journey Analysis capability for visualizing user journeys more broadly.
At a glance, I know what is performing well and what isn't, making the process of content optimization very efficient. I absolutely love Contentsquare's dashboards too. The way the data is laid out makes stakeholder reporting a breeze.
Using Contentsquare's Heatmaps capability, Andy's team noticed a high tap recurrence on one of their product landing pages, specifically on a non-clickable 'Sign up' image.
They implemented a click-through on that image that would direct users to the signup form, and saw not only the tap recurrence drop but also a increase in conversions in successful signups.
The results
The Contentsquare platform helps to democratize M1's data and enables team members to work more efficiently.
As a result, M1 has seen a +143% monthly increase in conversions in successful signups.
I've been using the platform for over a year, and it's been a real game-changer in effectively getting insights at a faster pace.
M1's conversion rate increase checklist
Conversions, like sales, sign-ups, or inquiries, directly impact a website's bottom line. By optimizing the conversion rate, businesses can maximize the return on their marketing efforts, improve customer engagement, and enhance user experience. A higher conversion rate indicates better user satisfaction and increased trust in the brand.
Moreover, it allows businesses to identify and rectify potential pain points, leading to continuous improvement and growth.
Ultimately, focusing on increasing conversions empowers websites to achieve their objectives and thrive in a competitive digital landscape. Here's Andy's checklist.
Clear call-to-action (CTA): make your CTAs prominent, concise, and action-oriented, guiding visitors to take the desired action
Streamlined design: simplify your website's layout and navigation to ensure a seamless user experience that directs visitors toward conversion points
A/B testing: regularly conduct A/B tests to compare different versions of your web pages and identify which elements drive higher conversions
Optimize loading speed: ensure fast loading times, as slow websites lead to increased bounce rates and decreased conversions
Mobile responsiveness: design your website to be mobile-friendly, catering to the growing number of users accessing sites on smartphones and tablets
High-quality content: provide valuable and engaging content that addresses visitors' needs and establishes your credibility
Social proof: display social proof such as customer reviews, security badges, and testimonials to boost confidence in your products or services
Exit-intent surveys: use exit-intent surveys to offer special deals or incentives just before a visitor leaves, encouraging them to stay and convert
Clear pricing and offers: avoid hidden costs and communicate your pricing and offers clearly to eliminate doubts and encourage conversions
Simplified forms: minimize the number of form fields and make the process easy and intuitive for users, reducing barriers to conversion
