A key Customer of Ours:

Balázs Lakatos

"We received extremely useful information on how to optimize our checkout process."

Balázs Lakatos
Online Marketing Expert | Flip.hu

Flip began as a telecommunication service in 2017, as the second brand of Telekom Hungary. Flip offers TV, Internet & Phone as one bundle.

Founded:

2017

Sector:

Telecommunication

Region:

Európa

Results:

300 surveys of customer feedback with a questionnaire

Challenges

  • Many Visitors but only a Few Orders
  • Understanding the Whys
  • Overcoming Customer Distrust

OptiMonk solutions

  • Exit-Intent Questionnaire
  • Open-Ended Questions
  • Customizable Templates

Let's get to know Flip!

Flip started off as the second brand of Telekom Hungary. They believe in simple & fast customer service, and their mission is to offer quality service without the confusing fine print. Being “Flippy” means being a conscious customer: it allows customers to find the right service instead of wasting money on something they won’t use.

That’s why – unlike the rest of the telecommunication service providers– Flip has no brick and mortar shops.

Balázs Lakatos is a marketing expert at Flip, responsible for bringing in online orders through the website (flip.hu). He told us that they need to fight for every single conversion:

“eCommerce is going through  a massive developmental stage- however, this rapid development is not as evident in a lot of industries, because people still have very little trust in online services. Two good examples of this, are the Telecommunication and Financial markets.”

Because of the lack of physical stores, the conversion rate is of utmost importance for the brand to be successful. So it’s even more devastating to see that many people visit their website, but they leave without ordering at the end of the day. As Balázs said:

“We know that we have an awesome product to offer and that we could increase our conversion rate. However, we needed to do some thorough research and testing for that to happen.”

Balázs wanted answers.

Why do visitors not buy?

In the world of eCommerce, 98% of visitors leave without making a purchase – and half of the visitors are not ready to buy at all. But it doesn’t mean that they are worthless: On the contrary!

Maybe the payment process is way too complicated, or visitors consider other financial factors. Those who leave without a purchase often feel that the offer is not good or interesting enough for them. And most of the time, that results from not providing enough proper information.

Balázs wanted to understand the visitors who started the purchasing process (those who gave their addresses to see if Flip is available in their area) but still left the website without subscribing. So he decided to use an exit-intent popup, showing a questionnaire.

How did Flip ask for feedback with the help of a popup?

According to Balázs, starting a campaign took only about 30 minutes, and at the end of the process it was exactly what he wanted to see:

“I was prepared to spend a whole week on creating only one customer HTML template (we have quite detailed brand guidelines). Then, I just clicked into one of the most simple, ready-to-go templates; I changed 3 colors and the results were just what I had been hoping for.

Maybe I was lucky with the font and the font size, or maybe it analyzed the website and matched the font to it- I had no idea. But I was amazed. ”

The campaign itself, was a questionnaire on the first page (but they also added an open-ended question on the second page, named “Other Notes”):

Just in a couple of days, Balázs collected 300 questionnaires which entailed detailed feedback. The data clearly specified what information visitors need and what would motivate them to subscribe to Flip’s services.

So Balázs turned off the questionnaire after a week and focused on implementing his newfound knowledge:

“There was a lot of positive feedback about why our clients love our services. Of course, they were heartwarming to read.”

Although everybody loves to have positive feedback, the negative comments are often more useful: They highlight all the things that should be improved to raise the quality of our services to a new level:

“We got a lot of comments about the technology – our customers didn’t understand if our services are offered through cable, fiber or satellite and why the *guaranteed bandwidth is so low. So we decided to rewrite the whole framework of our communication, regarding these issues and made these key points of information available on our website. Now, after customers provide their  address, we show the technology and the possible guaranteed bandwidths.” 

The feedback was not only useful for optimizing the website, but also provided new ideas for the marketing and communication campaigns:

“A lot of visitors wanted to know more about the Spíler channels, so we started off a communication campaign about which Spíler channels will be available soon (we have successfully started them since then).”

According to Balázs, it was clear based on the answers and the response rate that the visitors were not frustrated with the pop-ups and they were happy to give feedback. 

Regarding the campaign’s success, it was vital that the pop-ups only appeared to the relevant targeted audience, and that they didn’t disturb the browsing experience of every visitor.

Balázs’s Personal Message to other Marketing Professionals:

“I looked up many exit-intent service providers. I tried all the trial versions and compared the features, price, customer service, etc. As I remember, OptiMonk wasn't the cheapest option, but it was definitely the best regarding the knowledge, features, and customer service. And for us, the fact that OptiMonk was established in Hungary, was also an added bonus.”

Balázs Lakatos

Online Marketing Expert | Flip.hu