Conversion rate optimisation
Fixing the B2B digital funnel for a major power utility
Corporate clients were abandoning the utility's B2B portals when trying to initiate contracts or upgrade services, because of confusing interfaces and long multi-step forms. We applied conversion rate optimisation to map the drop-offs and rebuild the journey.
- Client
- Tata Power
- Region
- India
- Scale
- Enterprise
- Timeline
- Programme engagement
What the client got
0%
Lift in completed B2B inquiries
More qualified corporate clients finish the process.
0%
Drop in friction-based abandonment
Across the contract and upgrade journeys.
0x
Return on the programme
Relative to the cost of the engagement.
The bottlenecks
Bottleneck 1
High drop-off on contract initiation
Qualified corporate clients started the process and left before completing it.
Bottleneck 2
Forms asked for everything up front
Multi-step forms demanded information that was not needed until later, or at all.
Bottleneck 3
No visibility into where users struggled
Analytics showed exits, not causes.
What we built
Step 1
Session tracking and drop-off mapping
Advanced session recording identified the exact steps and fields where users abandoned.
Step 2
Restructured handoff
The journey was rebuilt with corporate jargon removed and friction stripped from each step.
Step 3
Logic-based routing
Forms ask only for information needed at that stage, based on the client's answers so far.
The automation workflow
CRO programme flow
Measure, redesign, validate
Questions clients ask about this engagement
Is CRO still part of what Technosys offers?
Yes, as a component of AI automation engagements where the automated pipeline depends on a web journey converting. See the Conversion Rate Optimization page.
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Have a similar bottleneck?
Tell us how the work happens today. We will show you the workflow we would build and prototype it on your own process.