Fixing funnel drop-Off: How Strauss Water lifted conversion

Strauss Water wants customers to do more through its digital channels, from exploring products and making a purchase to managing their services afterward.

“We want our customers to be able to manage their relationship with us digitally, as easily and independently as possible,” Dorit explained.

For the digital team, that means expanding self-service while making sure customers can finish what they came to do. The service plan selection page was one place that needed attention.

“Instead of getting dragged into internal debates or making assumptions, we simply test,” Dorit said.

Strauss Water already used data to guide decisions. Running experiments faster has helped the team apply that approach more consistently.

“We’re much faster at running experiments, analyzing the data and drawing conclusions,” she explained.

A/B testing now comes first on any significant project.

“We don’t start any significant development before we’ve A/B tested the solution and gained insights,” Dorit said.

Experiments also help the team decide where to spend development time. A test that shows little effect can still be useful, even when it isn’t the result they hoped for.

“Some tests didn’t move the needle, and that’s a win in itself, because it saved us a lot of unnecessary development time,” Dorit noted.

Other ideas need more than one round. The team revisits a design, tests another version, and uses what they learn to decide whether to take it further.

“We also learned that sometimes it takes a series of tests to reach the ideal result,” she added.

Test, learn, iterate, then go again. That’s how Strauss Water turns good ideas into confident decisions.

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