Wireless device maker T-Mobile boosted the use of lower-cost web site self-service and cut shopping cart abandonment by implementing analytics-driven changes at T-mobile.com, according to analytics provider NetIQ Corp.’s Webtrends.
The e-commerce, customer service and content site recently upgraded to WebTrends Reporting Center Enterprise, which put the analytics tools directly in the hands of the marketing team. When analytic data suggested that making certain self-service features on the site more prominent would encourage their use by web visitors, for example, T-Mobile made those changes and boosted traffic to the site’s self-service area by 62%. With the average cost per customer contact $0.24, compared to a higher rate at the call center, getting more visitors to answer their own questions online rather than gong first to a phone call has saved cost for the company.
In addition to using web analytics to identify where visitors dropped out of the checkout process, and why, T-Mobile was able to determine opportunities for improvement. Modifications to the checkout process boosted completed online orders by 27% and decreased shopping cart abandonment by 33%, the company reports.
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