Base (KPN mobile international) success story

Base is one of the largest mobile and internet providers from Belgium. BASE is a part of KPN Mobile International, one of the most successful telecom companies in Europe. In Belgium, more than 3.5 million people are now clients.

Base asked ContentForces to improve Adwords and web shop landing pages by reducing its cost per deal and increasing the number of deals. Base marketers wanted to stay in full control of the online results, the planning and communication messages.

Together with Base inbound sales, outbound sales, call centre and marketing team the inbound & outbound sales cases, Adwords campaigns and landing pages were analysed with the E-result approach on their performance in a workshop. As a result an extended list of actions was defined to improve the Attention-Interest-Desire-Action items in the campaigns and landing pages to reduce the cost per deal, increase the number of deals and improve the landing pages for better conversion of relevant visitors into deals.

The defined improvements have been implemented. ContentForces provides detailed tasks for Base marketers by Email and easy to fill task screens that are related to their business and client knowledge like text for Attention Adwords text banners, Interest and Desire textual items on the landing page and call to action text all based on measured AIDA items that prove to bring better results. All communication about the creation of improved landing pages, Adwords campaigns, planning and results is via an online platform on which Base marketers can provide input and feedback on the design, content, navigation and Adwords. All Base marketers and ContentForces experts use the E-result conversion methodology as reference which makes communication easy and effective. The set up and configuration from the Adwords campaigns is provided by ContentForces' on demand services team.

Each separate action like adding 1 specific campaign or part of the landing page has been set up as a test by defining a hypothesis. The result from each action or content item are measured over time and reported each month. The exact Return on Investment and number of additional deals are registered and reported.

The learnings from each test are documented, reported and discussed.

Each month new analyses have been performed, improvements have been set up, tested and documented for more than 3 years.

Base succeeded in following one consistent and proven Adwords and landing page approach, attract more relevant visitors that are converted into deals at a lower cost per deal, increased the number of deals and stay in full control of their Adwords campaigns and landing pages without having marketers to operate several Adwords tools, test software and have detailed knowledge about all new Adwords developments.