Lebara.nl
Lebara entered the Dutch telecom market in 2004 as a mobile virtual network operator (MVNO) focused on prepaid SIM cards for international calling. In 2017, they introduced SIM-only subscriptions via the reliable KPN network, allowing customers to adjust their subscriptions as needed.
The Dutch telecom market has many players and niches where changes can happen daily. Telecom provider Lebara adapts quickly within this landscape to continue offering the best deal. Since 2020, WUA has been mapping the purchase journeys of the entire telecom market for Lebara to continuously improve the customer experience.
"This has helped us grow to a shared 3rd place in the sim-only market."
Olivier White, E-commerce Project Manager at Lebara
"At Lebara, you only pay for what you need—no unnecessary extras. We offer a range of options that you can adjust month by month. We're one of the few providers in the market that offers this flexibility," Olivier explains.
From the bottom regions to top three in the market
In 2019, WUA informed Lebara: "You're doing well, but currently you're at the bottom of the SIM-only market." Olivier laughs: "We couldn't just let that happen." A partnership followed, and WUA's data-driven approach proved to fit perfectly with Lebara's DNA.
Twice a year, WUA has 400 consumers search for a SIM-only subscription. This benchmark measures market performance and website experience of all players.
"WUA delivers a benchmark with actionable insights and all supporting data. Our multidisciplinary team analyzes this thoroughly to prioritize improvements—what is recurring, what is one-time, and where can we make the biggest impact," Olivier explains.
Michiel Cassee, WUA Consultant, adds:
"We work closely together to analyze the data and develop actions. This ensures that no hasty conclusions are drawn and we clearly identify the steps to measurably improve the customer experience for Lebara."
"This market moves fast. If you only focus on your own company and processes, the market will pass you by. A benchmark gives you a clear view of other players—not to copy them, but to be inspired. What are the best practices that drive customer action? That's how you can conquer the market."
Improving step by step
Olivier continues: "It's a process of two steps forward, one step back. By running the benchmark every six months, you learn what works and what doesn't. You can systematically compare results with previous data, so you keep ensuring you're taking the right steps to win market share."
WUA measures market share based on observed consumer behavior: which provider would they ultimately choose?
-
In 2020, Lebara was last.
-
In 2022, they climbed to 6th place.
-
Now, in 2024, they share 3rd place.
"Our ambition is to become the number one provider in the market." says Oliver.
Improving the Customer Journey
Olivier is responsible for acquiring new customers in the SIM-only market:
"We mainly target consumers who are switching from major providers to a better deal. We focus strongly on improving the customer journey to make switching easier and ensure customers feel good about Lebara."
Feedback plays a crucial role:
-
Integrating number portability directly into the payment flow instead of afterwards.
-
Speeding up the website.
-
Providing clearer explanation of options.
Over time, Lebara's website has become less cluttered and more user-friendly.
Michiel explains: "A cleaner website with fewer distractions leads to higher conversions." For example, the 30-day money-back guarantee was removed after it was experienced more negatively than positively.
"We removed that claim, and it ultimately led to a 14% conversion increase," Olivier adds.
"WUA is an independent third party that makes recommendations based on data. They aren't influenced by daily operations or internal dynamics—they just tell us what the data says. This aligns the entire company in the same direction, allowing us to effectively take the right steps."
Fast and effective collaboration
The benchmarks provide comprehensive insights, including best practices, customer acquisition performance, traffic channels, and conversion rates—for both Lebara and competitors.
"When we identify friction but aren't sure how to solve it, we conduct additional UX research with Lab45, part of WUA. This helps us understand what users really think at that specific point," says Olivier.
Michiel adds: "We deliver data and insights; it's up to the client to take action. That's where Lebara excels. Their dynamic approach ensures the right priorities are set, with all stakeholders involved in the sessions. It's very effective."
"The collaboration with WUA is incredibly valuable. There's always room to brainstorm and find tailored solutions that help you achieve the best results. We're in contact throughout the year, not just around the benchmarks. We can easily bounce ideas or reflect with the consultants: 'What do you think about this? What's your experience?' Their deep expertise ensures we quickly arrive at the best approach together. This relationship is extremely important for us."
Data-driven growth and brand decisions
The benchmark insights also impact Lebara's overall marketing strategy. Online and offline insights contribute to a stronger brand.
Two years ago, Lebara introduced the mascot Peter in their campaigns.
"Peter attracted a lot of attention, but not everyone reacted positively. The benchmark revealed that some consumers were irritated by Peter, while others loved him. Ultimately, we decided to remove him completely from our campaigns and stores. These are difficult choices, but market insights are decisive. That's how you really grow as a brand."
