Our primary challenge was not only to drive engagement through personalized content but also to increase downloads of the AXISNet app and enhance user retention through both AXISNet and their own web store.

At this stage, we identified two distinct user groups visiting AXIS’s website. The first group comprised long-time AXIS users who had not yet downloaded the AXISNet app. The second group consisted of non-AXIS users seeking information about AXIS. Recognizing and effectively catering to the needs and preferences of these two user segments were crucial steps in boosting engagement and conversions on the website.

Project’s inception, we prioritized personalized content as our main strategy, given its potential to increase conversion rates by 30-60% according to our research. With engagement as our goal, we proposed to AXIS the implementation of personalized content based on users’ telco provider.

For existing AXIS users, we recommended delivering personalized content through the AXIS website’s hello bar to encourage AXISNet app downloads. This approach aimed to provide tailored incentives and information to prompt app downloads among this group.

Similarly, for non-AXIS users, we suggested personalized content directing them to the AXIS web store, with the aim of providing relevant information and incentives to consider becoming AXIS customers.

Moreover, personalized content for AXIS users not only aimed to increase app downloads but also aimed to enhance purchase retention rates through the AXISNet App, underscoring its significance in fostering ongoing engagement and loyalty.