A growing company with a brand value of $2.2billion ranked 8th in the UAE, Du has established itself as a leading telecom in the MENA region. Its core offerings are mobile plans, smartphones, internet and TV. While its website has 5.4M monthly page views, its official app has 3.3M active users with a combined 20K monthly digital sales transactions, the online store still had problems common to eCommerce. Among them, customer pain points during checkout, issues with site performance, inconsistent or poor-quality design and low-ranking SEO.
To improve conversions and SEO, I redesigned the customer shopping experience including the homepage to present products and services in a clearer way. I improved the sales funnel with the help of A/B testing to reduce friction. I revised the shopping cart, payment processing, order summary and shipping confirmation for ease-of-use, based on customer feedback. These improvements were evidenced by a multi-year increase in both online sales and service, and a stellar 46% lift in Net Promoter Scores (NPS) during my tenure with the company.
