How DELTA radically simplified its online ordering processes with smart form data and continuous optimization

The Challenge

DELTA Fiber has been working on conversion optimization for years. Throughout these years, the team had a wide range of research methods at its disposal: from extensive web analytics to customer interviews and, of course, countless A/B tests. Every step in the ordering process was closely monitored, hypotheses were continuously validated, and optimization was a daily routine.

Telecom is a typical commodity market where the customer experience is absolutely crucial. Despite the extensive resources available, one crucial question remained: why exactly do people drop off? Existing analyses showed where visitors were dropping off at the step level, but didn’t provide an answer to what was actually going wrong at the field or interaction level. With thousands of visitors per day, this meant extensive measuring and testing, but still partly relying on assumptions.

It was precisely this depth, insight down to the level of individual form fields and micro-interactions, that DELTA lacked. Where exactly does friction or frustration arise? Which details are unknowingly costing revenue? And where do the greatest opportunities lie to truly make a difference? That’s where the need for the next step in data-driven optimization lay.

Yellowgrape’s experts joined forces with Exatom to crack open the black box and provide complete transparency into the ordering process, with data down to the field level.

The approach

The collaboration began with a pilot in the summer of 2023. Within four weeks, Exatom delivered insights that challenged existing assumptions. In the ordering process for fixed services (internet, TV, phone), the installation date, address validation, and IBAN fields, in particular, proved to be major stumbling blocks.

Another example involved choosing the technician’s arrival time. Previously, visitors had to choose the time themselves; after the change, an option for the earliest possible time was also displayed alongside this free choice. This significantly alleviated the uncertainty, and this was reflected in the Exatom figures. Hesitation time decreased from 42 to 19 seconds. Consequently, the drop-off rate decreased from 24.1% to 18.4%.

With Exatom’s Form Analytics, it quickly became clear where visitors were making mistakes, returning, or dropping out. Yellowgrape quickly translated these insights into concrete design choices, A/B testing, and technical improvements. The same approach was then applied to DELTA mobile, creating a continuous learning process: analyzing, testing, improving, and re-measuring. DELTA ultimately ensured that fixes were implemented quickly, despite a full backlog. This approach also helped Yellowgrape effectively fill the A/B testing roadmap.

Exatom’s unique approach to CRO is not only to see exactly where things are going wrong, but also to be able to solve them immediately. Thanks to actionable insights, improved field validation, and clear copy, problems were eliminated where they arose. This way, optimization became not a one-time project, but an integral part of daily operations.

The overall result

The new ordering process resulted in a conversion increase of no less than 22% for DELTA. This isn’t entirely due to Exatom insights, however. However, these insights did contribute significantly to optimizing the new ordering process. Perhaps even more importantly, optimization has now become a collaborative approach. Teams from Digital, Marketing, IT, Sales, and Legal collaborate on the ordering process, and new products, prices, and promotions are continuously tested and improved based on Exatom data.

What makes this approach unique?

• Insights down to the field level: No more black boxes, but precisely identifying the problem areas.
• Immediate action: Insights are converted into improvements on the form, from validation to microcopy.
• Super-fast results: Initial improvements visible within 72 hours.
• Continuous process: Optimization is a fixed part of the operation, not a project with a deadline.
• Collaboration: Exatom offers detailed insights and thus the possibility of extensive analysis, Yellowgrape translates insights into actions and experiments, and DELTA implements structural improvements.

The next step

At DELTA, data analysis is no longer a snapshot, but an ongoing process. While the sales funnels are further refined, we are now expanding our focus to retention and service in My DELTA. Here too, every click is an opportunity to reduce friction and increase conversion.

In summary

For years, the power has been in the combination. Exatom provides the insight and understanding that other tools can’t. Yellowgrape is the strategic partner that translates these insights into action, from immediate fixes to smart A/B testing. This way, DELTA uses substantiation, research, and validation to improve its ordering process every day and make every customer journey a little easier.