Digital turnaround for Vodafone B2B
From zero conversions to measurable business impact in eight weeks.
From first contact to closing: Vodafone’s B2B digital funnel analyzed, evaluated, and prioritized.
Despite high traffic and media spend, the activation rate for purchased products in the B2B SOHO segment fell significantly short of expectations. Analytics identified the drop-off points in the conversion funnel, but the data alone couldn't explain the underlying causes.
In an eight-week audit, Etribes analyzed the entire customer journey from the first website contact to product activation to reduce checkout abandonment and optimize conversion. The result: a prioritized list of the most effective measures, each with a quantified business impact.
The focus was on product and tariff presentation. Users needed to find the right offer immediately—without questions, detours, or drop-offs.
In the B2B environment, users have no patience for complicated processes. Vodafone faced the challenge of future-proofing its digital sales channel for the SOHO (Small Office / Home Office) segment. Every UX weakness had a direct impact on contract closures and activation rates.
Etribes evaluated the existing e-commerce UX across four dimensions: cognitive friction, clarity of intent, drop-off points, and task efficiency. Each dimension was benchmarked against industry standards. For every identified UX weakness, we calculated the concrete revenue potential of fixing it.
Extensive data analysis and user interviews led to the creation of 20 solution cards in collaborative workshops. Each card documents the problem, the proposed solution, and the quantified business impact.
The focus was on three areas of action: traffic quality, product and offer structure, and UX in the sales flow. A high-fidelity prototype made the new customer journey tangible and was tested with real users from the target group.
All measures were prioritized based on effort and impact. The result was a digital turnaround playbook with concrete implementation steps, responsibilities, and target states for each stream.
Our market differentiation cannot rely solely on our products or physical store presence. Our primary differentiator must be the best digital experience. We don't just want to catch up; we want to redefine the standard for digital B2B experiences in our industry.
Kaan Bayrak - Head of B2B eCommerce
The five-phase project approach
We analyzed the existing material and conducted interviews to understand the current situation in the B2B SOHO segment. Building on this, we structured the key findings and initial solution approaches in workshops.
20 specific solution cards were created. Each card structured the problem, the opportunity, and the implementation approach for the respective initiatives.
We developed a high-fidelity prototype that served as a guiding star for the desired user experience. This was subsequently validated through rapid user tests with real members of the target group.
The projected business impact was calculated for each solution initiative to determine the potential UX ROI. This allowed for an objective evaluation of each individual course of action.
Solutions were prioritized based on impact and implementation effort. This resulted in detailed roadmaps for each stream to systematically guide execution.
The 3-Year Strategy
Fix the Foundation
Short-term resolution of structural issues and optimization of fundamental processes in the first year.
Grow & Differentiate
Maturing core solutions and focusing on targeted market growth and expansion in the second year.
Scale & Automate
Scaling approaches through automation and technological excellence to achieve long-term market leadership.
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With practical experience from founding start-ups, managing companies and more than 250 digital projects, we know how to master digital transformation.