AXIS Website
Industry
Telco
Client
AXIS
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About
Enhancing the Paket Suka-Suka page to boost user engagement in creating packages.
Services
- CRO
- UI/UX Design
- Creative Direction
BACKGROUND
Expanding personalized internet package creation beyond the app into a more accessible digital touchpoint.
Paket Suka-Suka is a feature originally available in the AXISNET App, allowing AXIS users to create fully customized internet packages based on their individual needs. The feature offers a high level of flexibility, enabling users to choose quotas and benefits tailored to their personal usage patterns. To broaden its reach and allow both AXIS and non-AXIS users to experience, AXIS partnered with us to introduce a dedicated Paket Suka-Suka landing page on axis.co.id, making it more accessible.
Within this feature, AXIS provides several predefined personas to help guide users in building the most suitable package, such as Si GGWP (for gamers), Sosmedholic, Stream Lovers, Pasukan FYP, and Drakor Chingu (for K-drama fans). These personas are designed to simplify the decision-making process by aligning package recommendations with users’ digital behavior and interests.
CHALLENGE
Improving engagement within the persona-based package creation flow.
Despite the potential of the Paket Suka-Suka feature to offer a personalized and engaging experience, data shows that only a small number of users are clicking on the available personas. This indicates confusion or a lack of understanding about what each persona represents. Without clear explanations or context, users struggle to interpret the meaning behind these personas and how selecting one would influence the custom package they create.
As a result, engagement with the personalization feature remains low, and users are less motivated to explore the package creation flow. The challenge is to provide clearer guidance and context so users feel more informed, engaged, and confident when choosing a persona and building their own internet package.
APPROACH
CTA OPTIMIZATION
To improve user engagement on the Paket Suka-Suka page, our initial approach was to update the main banner CTA from “Download App” to “Bikin Paket.” We tested this change through our in-house A/B testing platform to ensure its effectiveness. The aim was to guide users more clearly toward the primary action of starting their custom package creation.
PERSONA SECTION ENHANCEMENT
Redesigning the persona section to make personalization easier.
Next, we redesigned the persona section by adding icons and descriptions for each persona to help users better understand what they represent and choose the one most relevant to their needs. For this enhancement, we developed two different design variations: the first used a dropdown format, while the second used a carousel layout. To determine which version performed better, we conducted another A/B test by splitting traffic evenly, serving Variation 1 to 50% of users and Variation 2 to the other 50%.
RESULTS
A clearer personalization flow drove stronger user engagement.
Updating the main banner CTA from “Download App” to “Bikin Paket” successfully focused users on the core action of starting their package creation, resulting in a CTR increase from 13% to 18.47%.
For the persona section, the second variation achieved a 5.33% CTR compared to 1.6% for the first variation. These results demonstrated that the new design made the personas more engaging and easier to interact with. Based on this data, Variation 2 was launched as the final implementation, effectively enhancing the Paket Suka-Suka experience and driving higher user engagement in creating packages.
IMPACTS
+5.47%
CTR from main banner CTA optimization
+3.73%
CTR from persona section redesign