U Mobile knew that trying to consolidate 1,500 web pages from multiple fragmented digital properties using Adobe Experience Manager Sites would be no easy task. It turned to Adobe partner GrowthOps for help pulling off such a major digital transformation.
“With support from GrowthOps, the Adobe Experience Manager deployment became the fastest and most successful large-scale transformation project at U Mobile,” says Lee. “GrowthOps worked with us to develop a very clear roadmap with key milestones that guided us along the migration.”
U Mobile uses the multi-site management capabilities in Experience Manager Sites to bring all its core websites into one platform. Sites are localised in three languages—English, Bahasa Melayu (Malay) and Mandarin—to reach more audiences in their native languages.
Bringing the sites together allows U Mobile to create clearer customer journeys and more cross-selling opportunities by taking advantage of rules-based personalisation. When a customer logs into the website, U Mobile instantly knows whether they’re an individual or corporate customer, what type of plan they have, how often they top up data and other vital information. The company uses this knowledge to load banners relevant to customers, from upselling recommended data packages to cross-selling insurance services through GoPayz.
“We reduced the bounce rate by 10% by creating smoother customer journeys with Adobe Experience Manager that guide customers to relevant content,” says Lee. “GrowthOps helped us rethink the customer experience from the ground up, giving us a roadmap for how we can mature from rules-based personalisation to our goal of hyper-personalisation.”
Adobe Analytics will play a growing role in the push towards one-on-one personalisation. It provides a single source of truth for data across all digital properties for a more holistic view of customers. Marketers are already using data to determine how the move to Experience Manager is affecting users on the website. Initial results are very positive, with a 49% increase in total website users and a 55% increase in new website users.