Delivering great user experience across all devices with content personalization
Tata Docomo has a very high traffic website with over 7 million visits per month. However, the challenge was to deliver a great user experience across all devices with content personalization. The task was to make the website an integral part of discovery and decision making instead of being a static content portal.
Tata Docomo DynaSite
At the core of the website was a fresh design approach that responds to all devices optimally. The website itself was built on the latest web standards using the Twitter Bootstrap framework. Using the latest techniques like Google’s Accelerated Mobile Pages and Progressive Web Apps we created a website that was fast and future ready. The biggest change however was in the way tariffs were made available to users. Telecom tariffs are notorious for their complexity. We drew inspiration from popular ecommerce websites and converted the entire tariff section into a data base driven product catalogue. Users could easily filter by attributes, connection type, price range and even popularity as well as compare plans side by side. This first of its kind exercise is a first in Indian telecom market which needed direct integration of the website with the enterprise backend. In case users needed further help we even built in a web chat support.
However, we wanted to make the website integral to maximizing the value from each visitor. Hence we decided to use real time data from Analytics combined with the users account information to present a dynamic and personalized web experience.
We first implemented Google Analytics premium, integrated with Google Double Click Campaign Manager. We then linked every personalize-able element on the website to Google campaign manager. This meant that every visitor to the website was analyzed in real time by Google Analytics premium and the content was customized in real time. The customization included both the users’ present relationship status as well as his click stream behavior on the website. Using floodlight tags the users CRM data was effectively used by the Double Click Campaign Manager to serve personalized content.
The personalized parts of the website was served in real-time with the the google campaign manager personalization server such that each person received a communication personalized to his unique browsing and relationship status.
The results have been fantastic with time spent up by 34%, bounce rates down 12%, pages per session up by 34% and daily online recharge up by ~20%. But most importantly, it has helped Tata Docomo make its website an effective and integral part of its customer life cycle maximization process