Case Study: TELUS achieves up to 5% higher self-service conversions and faster agile interaction design with Clicktale

TELUS - Customer Case Study

TELUS, one of Canada’s largest telecommunications providers, needed to improve customer engagement and lifetime value by optimizing mission-critical self-service subscription pages and speeding its agile interaction-design process. Existing analytics showed page-to-page flows but not on-page behavior, so TELUS sought objective, visual evidence of how customers interacted with content and navigation to remove subjectivity and drive stakeholder buy‑in for design changes.

TELUS implemented Clicktale heatmaps and session replays (integrated with their analytics stack) to reveal customer intent and usability bottlenecks, then redesigned page link placement next to product images. The change improved click-throughs and conversions—up to 5% on self-service pages (5% for USA Travel Plans, 3.3% for Change My Plan, 1.7% for Change Add-ons)—accelerated evidence-based design decisions, and strengthened TELUS’s overall analytics ecosystem.

Telus

JR Howden

Head of Analytics