Television service provider converts 30-50% of leads into sales

 

Canal Digital is a major Scandinavian TV and streaming service provider. They aim to provide new and existing customers with the best in bundled satellite-based entertainment. It is important that Canal Digital meet visitors where they are at in the consumer process, in order to generate online leads and secure offline sales.

bmetric delivered Canal Digital a solution by which the company was able to increase online lead generation and offline sales mainly on the phone. How?

 

CLIENT INFORMATION

LogoCanalDigitalIndustry: Media or TV

Website: www.canaldigital.dk 

Market: Norway, Sweden, Denmark & Finland

 

OBJECTIVECanalDigital

Canal Digital partnered with bmetric to:

• Increase their conversion rate & sales;

• Improve the online customer journey; and

• Generate qualified leads

 









THE STRATEGY

We’re selling a relatively complicated product and it’s our experience that sales greatly increase by focusing on phone. Our cooperation with bmetric has given us a range of tools that in a simple and effective way support our goal. bmetric is also very proactive and has continuously been helping us out testing new ways to increase conversion, in order for us to generate more leads for our business.

ThomasCanalDigital

Thomas Sønderstrup

(Director eBusiness, Canal Digital)

 

We at bmetric provided Canal Digital with audience analysis tools to help differentiate between existing customers and new visitors. Differentiating between existing and potentially new customers allowed Canal Digital to target each segment individually, resulting in more effective engagement.

A survey is a great way to identify new customers.  When account login information has not yet been provided, a pop-up survey on Canal Digital’s website asks visitors if they are already customers.

Example of a survey to determine if a visitor is an existing or potentially new customer.

Example of a survey to determine if a visitor is an existing or potentially new customer.

If  the visitor answers “yes”, an existing customer cookie is planted so that Canal Digital can offer the customer relevant products.  For example, many existing customers only hold TV subscriptions.  This might be because they do not know that Canal Digital also offers internet and phone services.  By identifying these existing customers, Canal Digital knows who to target bundled TV, internet, and phone packages to.  A pop-up message informs the customer of this offering.

Example of an existing customer engagement promoting bundled TV, internet, and phone.

Example of an existing customer engagement promoting bundled TV, internet, and phone.

If  the visitor answers “no”, then Canal Digital knows that help may be needed in order to create a new customer relationship.  Existing customers may also need help making further purchases.  The addition of a call-in/call-back feature makes it easy for Canal Digital to provide this type of assistance.

Example of a call-in/call-back engagement offered to both new and existing customers.

Example of a call-in/call-back engagement offered to both new and existing customers.

Audience analysis allows Canal Digital to trigger appropriate offers, which finally lead to an effective customer engagement. This data driven bmetric platform allows Canal Digital to cater to the individual needs of two different customer groups.

ABOVE & BEYOND

When Canal Digital meets website visitors where they are at in the consumer process, they can provide relevant offers and engagement. That targeted interaction translates into success.  An impressive 1 out of every 5 existing customers who view the bundled TV, internet, and phone banner click on the offer. This is just one of the impressive results of the partnership between Canal Digital and bmetric.

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