How T-Mobile Home Doubled their Conversion with More Successful A/B Tests

The path to conversion optimization and better customer journeys

Continuous optimization is a daily task for T-Mobile’s team in the Netherlands. Conversion optimization is a big part of this challenge. Yet, the distance to KPN and Ziggo remained great in the past: they had to compete against the high brand awareness, and there was a need for a fresh look and a different perspective on the customer journey.

With the Digital Sales Scan Deep-Dive (2017) and the Digital Sales Scan Telecom Package Tracker (quarterly measurement throughout 2018) WUA helps T-Mobile Home to close the gap with the competition by assisting with conversion optimization and improved customer journeys.

Top-line results

x2 Conversion
+8.6% Homepage click-through rate
+2 In Digital Sales Ranking

For this WUA client case, we spoke with Maarten van der Gugten from T-Mobile Home in July 2018.

Hi Maarten, how are you getting on with the implementation of the recommendations and learnings?

“We see that findability remains a challenge for T-Mobile Home, which is evident from the reports. The challenge within T-Mobile Home is that we propagate to the market that we are a full-fledged FMC player, and a great alternative to KPN and Ziggo. From the Q2 Tracker we discussed recently, we see that we’re lagging behind when it comes to Look & Feel. The point of action resulting from this is that we will make our brand more human. That’s also the gist of the new commercial we have just launched.”

What are the most important learnings and results? How do you utilize the insights?

“With the previous Trackers, we mainly received learnings at the level of quick wins, a lot of input for A/B testing. With the Q2 Tracker, we received a lot of input to improve the reliability of our brand. We have seen that there are also challenges that cannot be solved quickly. This concerns, for example, the personalization of our brand. As a digital team, we can’t resolve this just like that. With a larger organization like ours, logically more stakeholders are needed to make decisions about this. The insights help us to involve various stakeholders, taking a direction that will potentially offer a solution. Fortunately, there are insights we could utilize immediately. In order to increase the reliability of T-Mobile Home, various A/B tests are ready to go: these are mainly related to social proof. We expect a lot from this!”

“The latest Q2 Tracker has made it very clear to us that online conversion is not only determined by how you’ve set up your funnel. Brand experience and recognition also play a crucial role. That sounds logical, but we now also have it as a “burden of proof” in writing, through direct customer feedback. And letting the customer talk, that’s crucial, that’s what we do it for. That makes this research not only very valuable for us as a digital team, but also for other departments such as the brand & communications team and the UX team.”

More successful A/B testing: The results on conversion optimization

Based on the research, the digital team at T-Mobile Home have set up multiple A/B tests and successfully executed them. The results can be seen in the slides below, with very specific percentage increases for order values, and an uplift in online conversion.


What are your thoughts on the usability of the report and insights? How did you use the report in practice?

“The WUA reports help us make T-Mobile Home more important within the organization. Now there is more awareness surrounding the challenges we have, for example in the area of brand awareness. We did the setup differently last time: we presented the latest results of the report to WUA, instead of the other way around. Great fun to do, and it also means that we had to immerse ourselves in the material and the report much more.”

“You get to see the results and normally you listen to a presentation, and you score well on some aspects and on some you score badly. This time I saw the scores and actively looked at the competitors. Suddenly, you are very actively involved, whereas previously you think you are, when it’s not actually the case. We mainly use the reports as input for our CRO process. Do we have all the learnings on the roadmap, for all the tests that we want to run?”

“Many of the research results and insights are a breeding ground for more successful A/B tests and the formulation of hypotheses. You get the biggest pain points from the research. You do not have the solutions yet, you have to come up with test variants for it.
“The WUA study, although fully implemented on digital touch points, is not just a web-only study. Product choice is not only determined by the online translation, but also by the product itself and the brand itself. It is therefore important that colleagues from other departments also join in during presentations and workshops.”

What are your current greatest digital challenges?

“The biggest challenge now lies in improving our brand awareness. Consumers really need to see us as a full-fledged alternative to KPN and VodafoneZiggo as an FMC player. Our new FMC proposition has been live since this month. I think this is a full-fledged proposition that is by no means inferior to KPN and VodafoneZiggo. Another challenge we have translating quad-play into the online sales funnel in the best possible way. This must seamlessly fit in with the daily needs of the consumer. But it must also respond to changing customer behavior in the future.”

About T-Mobile

T-Mobile is the mobile telephone branch and one of the three divisions of the Deutsche Telekom group. In The Netherlands, 1,775 people work at T-Mobile, worldwide T-Mobile has 228,000 employees (Source: Wikipedia).

Following the merger between Vodafone and Ziggo, the fixed telecom activities of Vodafone Home were taken over by T-Mobile early 2017. The first FMC (Fixed Mobile Converged) offer from T-Mobile Home was launched in the third quarter of 2017.