How Orange Belgium tripled web conversions with Contentsquare

Key insights

About Orange Belgium

Orange Belgium is one of the country's leading telecommunications operators, providing mobile, internet, and TV services to millions of customers. Their digital-only sub-brand, hey!, operates without stores or call center sales—the eshop is the only door customers have to buy their products, making every step of the digital journey mission-critical.

Matthieu Bachely, Head of Product & Services Experience, has spent more than 20 years in digital experience—10 of them at Orange Belgium—building a team and a culture that puts behavioral data at the heart of every decision. On the ground at hey!, Lise Wurmser-Ott, Product Owner, and Viktoriia Pankevych, UX Researcher, translate that strategy into concrete, measurable impact every day.

The Heytelecom.be homepage

The challenge

Most organizations measure customer experience. Far fewer actually use that data to shape the decisions that matter.

Orange Belgium knew this bottleneck well. They had KPIs, meetings, and reporting cadences. But when a decision needed to be made fast, the data wasn't always in the room—arriving too late, too fragmented, or owned by the wrong team to be useful. And in a digital-first business where the experience is the product, that gap carries a real cost.

The core pain points:

• Customer experience (CX) data was siloed across acquisition, customer service, and UX teams, each with different tools, different metrics, and no shared view of the customer

• Behavioral insights depended on manual tracking setups and development cycles, meaning they arrived after decisions had already been made

• The mobile app was effectively invisible—Firebase offered some data, but only what had been deliberately instrumented in advance

• For hey!, every broken step in the checkout funnel meant direct revenue loss with no offline safety net, like a brick-and-mortar store, to absorb it

• Without timely data, decisions defaulted to opinions and gut feelings: "I think we should...", "We've always done it like this", "I believe that..."

"There is a real tension—on one side we measure customer experience, and on the other side decisions are made. And usually it's really not in the same place."

Matthieu Bachely

Head of Product & Services Experience, Orange Belgium

The solution

Orange Belgium started working with Contentsquare in 2018. Eight years on, what began as a search for better behavioral visibility has evolved into something far more ambitious: a company-wide operating model for turning digital experience data into strategic decisions.

The journey unfolded in four deliberate stages—visibility, meaning, scale, and connection—each building on the last, and each bringing Contentsquare deeper into the fabric of how Orange Belgium runs its business.

How Contentsquare helped Orange Belgium

1. Gaining full visibility into the real user journey

Before Contentsquare, Orange Belgium relied on Google Analytics and Usabilla. The honest assessment? They didn't truly understand what users were doing. If data hadn't been planned for in advance, it simply didn't exist—held hostage by tagging plans and development queues that couldn't keep pace with the business.

The Contentsquare platform changed the foundation. Smart Capture eliminated the need to pre-plan what data needed to be tracked, giving the team immediate access to behavioral data across every interaction. Journey Analysis revealed the paths users were actually taking—not just the ones the team had designed. Session Replay and Zone-based Heatmaps then let them zoom in on exactly where friction was hiding.

For the first time, Orange Belgium could see where users dropped off, lingered, and converted—without waiting for an engineering sprint to find out. The impact built steadily: global web conversion grew 3x between 2018 and 2024.

2. Understanding why conversions dropped 

Six years in, Orange Belgium had mastered visibility—but they'd hit a ceiling. Conversion rate optimization (CRO) was delivering diminishing returns, and A/B tests had less and less impact. The data showed what was happening. It couldn't explain why. 

The team took two steps in response. First, they hired their first dedicated UX researcher—all research had previously been handled by designers alongside their core work. Second, they integrated Voice of Customer within Contentsquare, deploying in-touchpoint surveys that sat directly alongside the behavioral data they already trusted. In-touchpoint feedback transformed their research cycles: what had previously taken months to do dropped to weeks, sometimes days.

The insight this unlocked was telling. Sales data said promotions drove conversions. But direct customer feedback told a different story—promotions had no influence on the actual decision to buy. Both were right, just not at the same time. 

Promotions generated volume at the top of the funnel, but created hesitation at the point of purchase. That nuance was only visible by combining behavioral signals with Voice of Customer Survey data in a single view—and it reshaped how Orange Belgium approached its entire promotional strategy.

3. Finding the friction that made a third of customers invisible

With a proven methodology on the web, Orange Belgium turned its attention to the app—and found a blind spot. Firebase gave them some data, but only what they had set up themselves. Anything outside that scope was invisible, and optimization work had been stacking up on an experience the team couldn't actually see.

They ran a three-month proof of value on their B-brand app using Contentsquare's Product Analytics. The discovery was stark: one-third of their entire customer base couldn't log in to the app at all. Every UX improvement and optimization effort downstream of the login screen was irrelevant for that third of users. 

Product Analytics didn't just surface the problem—it helped pinpoint the root cause. A redesigned app is now in beta, with performance tracked directly through the platform from day one.

4. Protecting launch revenue with real-time behavioral monitoring

The clearest demonstration of Contentsquare's value came during the relaunch of hey!'s eshop onto a new platform. For a digital-only brand, a failed launch isn't a setback—it's a direct revenue crisis. There's no store, no phone line, no alternative channel to absorb the impact.

Before going live, the team used Experience Analytics to audit existing friction points in the funnel. They then used Contentsquare to run 11 moderated usability tests with real customers, validating the redesigned experience before going live.

Issues emerged—copy problems and mobile performance gaps that QA hadn't caught—but overall, the journey clarity was confirmed. Rather than launching to full traffic, the team did a controlled soft launch to just 5% of users, with Contentsquare's behavioral monitoring every move.

What Contentsquare’s Funnels tool revealed was alarming. Conversion on the new ecommerce shop had dropped 50% at a single, very specific checkout step—from 3.13% to 1.53%. During the redesign, a mandatory pass through the product configurator had been added to drive upsell. 

The behavioral data showed it was creating confusion and friction at exactly the wrong moment: right before purchase. Neither QA nor user testing had caught it.

"Don't wait for a full rollout to let your users tell you what's broken. Because by then, the damage is real, the cost is real, and the data comes too late. Thanks to Contentsquare, we were able to catch it in time—and that made all the difference."

Lise Wurmser-Ott

Product Owner @ hey! (part of Orange Belgium)

The team moved fast. They removed the extra step, differentiated the checkout flow by product type to reduce friction, and relaunched to 100% of traffic. What had been on course to destroy their ecommerce conversion rate became a validated, data-backed win—and customers felt the difference immediately, with CSAT scores jumping 15 points.

The results

The impact of Orange Belgium's partnership with Contentsquare spans both the immediate and the long term.

From the hey! eshop relaunch:

• +67% conversion rate increase—with peaks of over +160% at peak performance

• +15 points CSAT uplift, reflecting a meaningfully better experience for customers

• Half of all sales protected by identifying a critical funnel break during soft launch, before it reached the full customer base

Stronger cross-team collaboration between product and experience, with shared behavioral data creating shared accountability

"For us, it was +67% of the conversion rate increase. We also importantly increased the customer satisfaction score by [15] points. We protected basically half of our sales—and that's not all, because we strengthened cross-team collaboration. Product owners and the experience team were really closely working together through this launch."

Viktoriia Pankevych

UX Researcher @ hey! (part of Orange Belgium)

From eight years of partnership:

• 3x growth in global web conversion between 2018 and 2024

• Research and insight cycles reduced from months to days through in-touchpoint recruitment

• One third of the app's customer base—previously locked out entirely—identified and addressed through Product Analytics

• The digital experience team grew from one person to eight, evolving from execution to strategy

"In 10 years, we went from being 'the Photoshop guys' to being decision-making enablers. This was not just a tooling story. It was a human-first and cultural transformation."

Matthieu Bachely

Head of Product & Services Experience, Orange Belgium

What's next

Orange Belgium is entering the next chapter of its Contentsquare partnership—one focused on connection: getting CX data out of specialist teams and into the decisions made across the whole business. 

Plans include:

• MCP Server integration with Dinootoo, Orange Belgium's internal knowledge tool used by 85% of team members, enabling anyone to get simple CX answers without needing specialist support

• Managed Services, a dedicated partnership in which Contentsquare's own team of experts works alongside Orange Belgium on a weekly basis, helping them stay challenged, keep their methodology sharp, and continuously push performance further

• Data Connect, enriching Orange Belgium's data lake with behavioral signals to power personalization and next best action—to cut the current 30-day lead time between user behavior and recommendation down to just a few hours