Case Study: Tesco Mobile boosts tariff-to-basket conversion with Medallia Digital Experience Analytics

Finding problems with quantitative analysis, fixing them using qualitative insights

Tesco Mobile sought to understand a significant drop-off in their online checkout funnel between the tariff selection and data package pages. Using Medallia Digital Experience Analytics, Senior Ecommerce Manager Simon Lancaster aimed to identify why prospective customers were abandoning their purchases of SIM-only mobile plans.

Medallia provided the qualitative insights needed to diagnose the problem. Heatmaps revealed users were disengaging due to an overwhelming number of tariff options and a moving call-to-action button. The solution involved implementing a "recommended" filter to shorten the list and making the button sticky so it remained visible while scrolling. These changes, informed by Medallia, led to a 70% uplift in the conversion rate between the two funnel steps.

Tesco

Simon Lancaster

Senior Ecommerce Manager