AXIS
Telco
Client
AXIS
to Explore
Transforming the sales approach of AXIS web store.
- CRO
- UI Design
- UX Design
AXIS built a web store for direct purchase, aiming to reshape digital customer behavior.
Having established itself as a major player in the telecom sector, AXIS made a strategic decision by setting up their own web store. The goal was to collect detailed purchase journey data without relying on the third-party marketplace.
As AXIS set the stage for this transformation, a problem arose. How could they shift customer behavior towards this new digital frontier? Therefore, the primary objective became refining the user journey to enhance AXIS purchases on the web store.
Navigating a transition to a new web store.
However, AXIS dealt with a daunting challenge during the web store migration process. A significant drop-off in the purchase journey after the initial month highlighted the complexity of changing behavior. A major factor was the added effort required to buy the desired package due to the increase intricacy of the journey.
Improving AXIS's buying rate by simplifying the user journey.
Our strategy focuses on simplifying and optimizing the user journey to boost purchase rates. To minimize drop-offs during purchase information input, we streamlined the number of required fields. Collaborating with the AXIS team, we implemented a flat shipping rate for prepaid SIM card deliveries to enhance the purchasing experience.
Additionally, we conducted A/B testing to enhance the visibility of eSIM on the AXIS web store. In the previous version, we placed eSIM information at the beginning, before the package selection.
Increasing eSIM visibility to boost the overall purchasing rate.
In the updated version, we positioned eSIM details in the drawer after the user selected a package for their prepaid SIM card. This decision was made considering that both eSIM and physical SIM cards share the same package. Placing eSIM information last allows users to clearly differentiate between physical SIM cards and eSIM in terms of information, pricing, and activation process.
Optimized web store banner placement and a dedicated web store button notably increased engagement and transactions.
384%
transaction rate impact of web store banner placement.
217%
increase transaction rate with optimized navigation bar
A/B testing resulted in a significant surge in user traffic, marking a great success.
Results from the A/B testing of the new web store version were highly positive, with a remarkable 46.5% increase in user traffic compared to the initial draft. This indicates that the enhanced web store not only captured more attention but also facilitated a smoother purchasing process for AXIS’s products.
While these results are already quite significant, the team remains committed to ongoing testing and monitoring, aiming for continuous improvements to AXIS Store in the future.