DELTA Fiber is bridging the Netherlands with ultra-fast fiber optic internet. The company’s vision is to make fiber accessible to everyone—both consumers and businesses. By offering an open network, DELTA Fiber enables other providers to deliver their services through its infrastructure. Today, over 15 providers rely on this network, positioning DELTA Fiber as a pioneer in accessible, scalable, and open internet.
DELTA Fiber stands for innovation, reliability, and putting the customer first. They provide not just high-quality fiber connections but also smart, customized solutions that make digital life easier. From the technical backbone to the seamless digital customer journey, DELTA Fiber is all about creating a smooth and future-ready user experience.
A critical part of the online customer journey at DELTA Fiber is the order flow: the place where customers, after the postcode check, can configure their package. This environment is crucial for conversion as it bridges orientation and actual purchase.
Research showed many users left the order flow before completing their purchase. Even visitors in the decision phase dropped off massively between step one and step two. This signaled the need for deeper analysis.
Although information about availability, prices, and packages was factually available, Hotjar surveys revealed that 25 percent of users still felt information was missing. This apparent paradox prompted DELTA Fiber, together with Yellowgrape, to dig deeper. What exactly was missing? And how could we improve the ordering experience without burdening the purchase process or scaring visitors away?
To pinpoint the cause of the drop-off, we dove deeply into user behavior. We used tools like Hotjar and added surveys triggered by exit intent on desktop. What became clear? Uncertainty and lack of clarity played a major role in drop-offs. Users indicated they missed essential information about availability, package options, or the fiber network, even though that information was actually present. The challenge was therefore not only in content but in how the content was presented.
At the same time, we noticed a split in customer needs: some visitors wanted to make their choice independently, while others needed personal advice. This became the starting point for our interventions.
To optimally serve both user types, we chose a two-pronged approach. On one hand, we improved information delivery in the order flow: clearer, better grouped, and presented more intuitively. On the other hand, we designed a targeted intervention for the uncertain hesitators: a strategic exit intent pop-up offering a call-back form.
This pop-up was far from random. Only returning visitors who had previously navigated the order flow and had not yet placed an order saw it. This allowed us to target users likely in the consideration or decision phase, exactly where the pain points were.
We set up the experiment within the Customer Data Platform Spotler Activate. Targeting was precise: the pop-up was triggered only on exit intent by the defined segment. This prevented disrupting browsing visitors or new customers unnecessarily and protected the workload of the telesales team.
The flow was simple yet cleverly designed: an invitation for help followed by a form where users left their details, after which a DELTA Fiber representative called them personally. Thanks to this timing segmentation and personal follow-up users received exactly what they needed without friction in the process.
The test results were clear. The pop-up click-through rate to the form was 4.36 percent. This led to a 76.8 percent increase in call leads and a 52.63 percent rise in leads from the pop-up itself. The total number of call-back requests increased by no less than 51 percent.
Perhaps even more importantly, the quality of these leads was significantly higher. Thanks to smart timing targeting and pre-filled data, the telesales team could follow up purposefully. This not only increased the conversion rate but also customer satisfaction.
This approach demonstrates the power of synergy between online and offline — and how experimentation leads to structural improvements in the customer journey.
This successful experiment strengthened DELTA Fiber’s belief that data-driven experimentation is the path to sustainable growth. Together with Yellowgrape, new tests are rolled out monthly, ranging from micro-interactions to strategic optimizations.
The learnings from the order flow form the foundation for broader initiatives where CRO personalization and sales increasingly come together — not as isolated silos but as one integrated growth strategy.
As the icing on the cake, DELTA Fiber was named winner of the Experimentation Heroes 2023 award in the Omnichannel category. A recognition of the work and an encouragement to continue expanding this path.
