Summary
Our ideology was simple - If our audience wants to know more about us, then we have to give them the best in class UI/UX website. If our prospective customer wants to enquire about us, then we must give them the ease of instant messaging system. And if our customer wants to engage with us, then our messages and content has to be relevant to them on social and wherever they see us.
Challenge
With the digital transformation and accessibility to smartphones and internet, Fenesta also observed a shift in device categories from which users visited our website. More than 80% of the traffic on Fenesta was now coming from mobile devices but the experience on mobile devices was not as seamless as it should be. With this shift in the user behavior, we at Fenesta realized the need of a new Mobile-First experience for the users. Since mobile screens have limited space available, there was a need to adapt to a mobile-first design philosophy. The challenge was to identify the touchpoints, understand the user requirement and solutions for a good user experience to adapt to this changing world, while also making sure we leverage this opportunity to improve marketing efficiencies and achieve business goals.
Objective
The campaign objective was to identify the user touchpoints, improve user experience and leveraging this growing userbase on mobile devices to improve marketing efficiency and achieve business goals. KPIs planned were: • Improvement in conversion rate • Improvement in relevancy of leads • Converting leads from no-response data
Strategy
To provide a good user experience to everybody coming to Fenesta we first defined the key sources of traffic for us which included website & app. Objective was clear, we had to make our owned assets easy for users to experience. WEBSITE: To ensure Fenesta delivers the right user experience on every screen, we began with a Mobile-First design philosophy. Mobile design is very limited. Not all the information can be provided in that limited space. Hence, every section of the website was planned and designed to give the information that meets the need of the users coming to our website, first. APP: The Fenesta App was designed to make it easier for users to choose windows and doors for their home by bringing customization through 3D and AR. Fenesta app allows users to visualize their choice of Fenesta windows/doors in their homes with just a few clicks on their mobile devices. But one challenge persisted still– How to improve the lead relevancy and convert leads from no-responses. While the calling team was in place, we decided to add one more layer of interaction with the users coming on your website and the ones filling out leads. That's when we integrated WhatsApp Business for chat assistance and OTP verification.
Data
We studied the following data before taking the steps – - Traffic analysis on website (Especially from small towns and cities): - Social Media engagement Analysis from Mobile - Acquiring new relevant leads from Mobile (Especially from small towns and cities)
Solution
Right content with easy navigation and design simplicity was our road to providing a good experience to each user irrespective of the screen size / device user uses to visit us on website. For this, we began with identification of the needs of customers and inputs they share with the calling team during lead nurturing process. After identification of the right talking points that users are interested in and the brand USPs we developed website content to give the required information to the users. To add to it, the simplistic yet elegant design of the website which was designed with mobile-first philosophy helped deliver the right message across. The correct design language is important to support and give consistency to the value of the brand. Our app was also designed keeping the same in mind. It addresses the key offering of Fenesta- customizable products – by allowing users to visualize their choice of Fenesta windows/doors in their homes with just a few clicks on their mobile devices. This was done by bringing customization through 3D and AR and providing a good user experience to users. It empowered users to customize and review their selection and purchase a product after making an informed decision. With the WhatsApp integration as well we ensured a seamless experience for the users and added WhatsApp (a platform used on high scale in everyday life) for the OTP verification of the leads.
Results
Since the launch of website- - 80% Traffic increased on website from Mobile devices - 41% Enquires increased from Mobile devices - 62% Engagement rate on social increased from Mobile - 14% Bounce rate on website dropped - 102% Avg. Session Duration increased in website from mobile - 9% Conversion rate from App increased - 33% traffic on digital walkthrough tour increased in Mobile
