Work
Achieving business results with systematic design
Increasing awareness and driving traffic & sales on online channels
Elisa Turvapaketti was a key value-added offering, notable for its large customer base and significant annual revenue. I played an essential role in enhancing customer awareness, driving traffic and boosting online sales.
Background
Elisa Turvapaketti – powered by F-Secure – had been on the market for nearly 15 years, serving both consumer and corporate customers. The service primarily attracted an older customer segment, and adoption rates were below expectations. This highlighted the need for innovative business design and marketing initiatives to retain the existing customer base and boost sales.
Collaboration
Key participants in the initiative were the Business Manager, who was the product owner, and myself as the Business Design Manager. My role was to introduce customer-centric approaches, optimize conversions, and plan content to deliver the desired results. We were responsible for generating and advancing business initiatives while collaborating with various stakeholders, from customer service, design, development, marketing and sales.
Goals
The following goals were set to drive the business initiatives:
- Develop compelling value propositions to attract customers and support stakeholders.
- Drive traffic to protection services, primarily to Elisa Turvapaketti.
- Attract new customers and diversify the customer base.
- Improve service adoption and customer engagement while reducing churn.
Research
The intention was to gather insights from various perspectives, including the digital protection services market, competitors, customers and stakeholders. Elisa Raati, a customer panel, served as a vital source for insights and testing concepts. Additionally, all service touchpoints and customer pain points were identified. These insights informed the actions necessary to achieve the set goals. My responsibility was to facilitate workshops and lead the initiatives in collaboration with stakeholders.
The initial strategy was to increase organic and paid traffic from multiple sources to boost sales, consistently directing traffic to the product page and sales events.
Business Design
The value proposition and all customer-facing elements were carefully defined and designed to reflect customer insights, focusing on aspects like terminology in copytexts, product imagery, and feature prioritization to maximize clarity and minimize sales barriers. This was accomplished by reshaping all service touchpoints and effectively addressing customer pain points. Additionally, a key marketing initiative was to permanently enhance service awareness and visibility.
Each identified service touchpoint was examined individually. Addressing and reshaping all touchpoints – external and internal – ultimately led to an increase in traffic and online sales.
Outcome
A comprehensive approach to examining all aspects of the service resulted in a 148 % increase in traffic to the Elisa Turvapaketti product page. Traffic occasionally surged by several hundred percent due to increased visibility on key spots like Elisa.fi. Although the sales conversion rate rose only slightly, unit sales increased by 39 %, leading to record-breaking sales for consecutive months through the online channel.
Reflection
My broad understanding of business design, extensive expertise in conversion optimization and content planning were vital in achieving our goals, significantly boosting both online traffic and sales. This highlights the substantial impact that systematic business design can achieve. ▪
Methodologies
Business design, value propositions, conversion optimization, content planning and project & design management.