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Website audit for customer experience and conversion optimization

M-net

Website audit for customer experience and conversion optimization

Comprehensive website review of the telecoms provider M-net

Services: PM, UX, Tech, Data

Our holistic approach combines the perspectives of data, tech, UX, brand, SEO, and content. This allows the overall identification of areas for optimization, which can be validated by user tests and translated into concrete measures.



The challenge

The Bavarian telecommunications provider M-net wants to put its website to test and improve the customer experience for both B2C and B2B target groups. The aim is to identify optimization potential, particularly in terms of conversion rate.



The results

A detailed audit to identify relevant areas for optimization with regard to the further development of the website, focusing on:

  • User needs
  • Optimal user navigation
  • Content and SEO
  • Brand and positioning
  • Code quality and performance

Based on this, together with M-net, a plan of action was developed for implementation, considering various scenarios and serving as the basis for decisions relating to “quick wins” and long-term investment.



The Approach

1. Setup & alignment: Workshops with the departments and management ensure a shared understanding of the goals.

2. Audit phase: Website analysis from various perspectives to identify areas of improvement. Here, the results of the individual audits build on each other and produce a comprehensive picture.

3. Validating potential: Prioritisation of potentials together with M-net, derivation of solutions, and their validation through user tests.

4. Steps towards implementation: After an initial iteration, all the knowledge gained in the areas for optimization is used to produce a roadmap whose stages can be prioritised together with M-net.





The 360-degree analysis of the website helped us to gain very informative insights into, among other things, the usability challenges of the seven heterogeneous target groups. This process allowed us to make a data-based decision on the strategic development of the website.

Christine Lorenz, Senior Product Owner m-net.de

Kunde
M-net
Website

www.m-net.de

Duration

June-October 2020

People

9 people

Location

Munich

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