THE RESULTS: PROOF OF VALUE

RESULT 1: De Digitale Versnelling

DRIVING IMPRESSIVE ENGAGEMENT: 4 MIN. READ TIME AND 12% BOUNCE RATE

DOCUMENT 1: DE DIGITALE VERSNELLING

Over the space of 2 months, over 1,400 readers engaged with the ebook “De digitale versnelling”, with an above average read time of over 4 minutes and a below average bounce rate of only 12%.

ANALYTICS

3 min.
57 sec

Average Read Time

1400

Leads Generated

12%

Bounce Rate

CAMPAIGN OBJECTIVES

Create awareness for the “digitale versnelling” platform
Generate leads that engage with content, so they can be nurtured afterwards
Deliver more meaningful experiences with digital content

KEY TAKEAWAY INSIGHTS: TURTL VS PDF

Dynamic formats capture more leads than static PDF formats

ROI for social media campaigns is more significant and easier to track

Content is easier to tweak and optimize even after pieces have gone live (edits reflect automatically)

Telenet's French-speaking audience is highly responsive

27% of reads come from people reading the document more than once

Audience reads the content for notable periods (average read time at 4 min. for a piece that takes 6/7 min. to read)

37.8% of readers are mobile readers, highlighting the importance of more responsive formats (e.g., compared to static PDFs)

CTR from Surf (top-layer pages) to Immerse (underneath Surf pages) pages is consistent; minimal "weak" links

The insights Telenet gains from Turtl from a data perspective is much richer than what was available from a simple PDF in the past, which allows for more informed decision-making about the content.

RESULT 2: Wifi Business

ACTIVELY TRACKING AUDIENCE INTERACTIONS AND ENGAGEMENT FOR THE FIRST TIME

DOCUMENT 2: WIFI BUSINESS

Turtl offers fun ways to ask questions (e.g., surveys, polls, etc.), making it easier than ever to gather consensual audience intelligence and build personalized content.

ANALYTICS

Over 550

Assessment Fill Outs

88%

Conversion Rate

(all visitors vs form fill-outs)

40 seconds

Average Read Time

0

PDF Downloads

3%

Average Bounce Rate

CAMPAIGN OBJECTIVES

Generate more leads that are ready to buy
Provide content that is relevant and personalized
Curate an engaging online experience

KEY TAKEAWAYS

Adding interactive content provides actionable audience insights for future personalization and targeting

88% of visitors who start the form finish it, indicating effective content

40% of mobile readers (including revisitors) indicates responsive mobile experience

Majority of known readers (607) read more than 1m 30s, suggesting compelling content and well-targeted audiences

While the 53% bounce rate is considered to be normal for this type of document as it asks readers to take action, this can be improved in future cases by clarifying expectations from the start (e.g., readers will complete a quiz)

RESULT 3: Connectivity

GATHERING VALUABLE ANALYTICS: SAME CONTENT, BUT BETTER FORMAT

DOCUMENT 3: CONNECTIVITEITSDOSSIER

The 3rd document created aims to support the top-of-funnel layer of Telenet’s content strategy. It’s deployed as a lead generation asset shared via Telenet’s different channels, and is designed to reveal how individual leads engage on a section-by-section (e.g., pages, chapters) basis. This enables valuable data capture about digital behaviours (e.g., clicks, opens, read times, etc.) that can be use for future segmentation and personalization.

ANALYTICS

3 min. 19 sec

Average Read Time

18%

Bounce Rate

75%

Engagement With Poll

74

Leads Generated

CAMPAIGN OBJECTIVES

Drive engagement with poll
Generate new leads
Uncover data about lead behaviour (e.g., clicks, read times, opens, etc.) useful for future segmentation and personalization

KEY TAKEAWAYS

This connectivity report had traditionally run as a PDF (for 2 years).

A lot of time and effort was spent on creating the document, but no analytics were available on how readers engaged with the PDF.
As readers engaged with the report, Turtl captured live data that revealed information about leads' specific journeys and preferences, which therefore helped the team better understand the report's performance (section by section).

Dynamic and interactive documents increase lead capture rates and more easily (through comprehensive data capture and reporting) demonstrate direct ROI from social media campaigns.
A low 18% bounce rate infers that the new content format is engaging and intuitive for readers. Note: This bounce rate is also influenced by how readers have chosen to receive the ebook via email.

The document provides an enormous source of information about Telenet's leads and their digital behaviours, which can be used to enhance targeting for future campaigns