Success Cases
Telekom Info Service: 3x More Marketing Opt-ins
Deutsche Telekom uses LoyJoy to gain GDPR-compliant opt-ins for the Telekom Info Service, tripling the conversion rate versus web forms.
Initial Situation
Deutsche Telekom operates the Telekom Info Service: a channel used to inform prospects and existing customers about relevant products and offers. The service is a key foundation for cross- and up-selling across the group.
For this channel to perform, one thing matters most: acquiring as many GDPR-compliant marketing consents as possible. This is exactly where LoyJoy was set up to prove what Conversational AI in the opt-in flow can achieve compared to the existing web form.
Approach
In an A/B/C test, three variants for opt-in acquisition competed against each other:
- Classic web form: Telekom’s previous standard
- LoyJoy Chat: conversational opt-in flow without gamification
- Gamified LoyJoy Chat: conversational flow with interactive game elements
Same use case, same target audience, comparable setup. The only difference: the opt-in mechanic.
Results
| Variant | Conversion Rate |
|---|---|
| Existing web form | 14% |
| LoyJoy Chat | 35% |
| LoyJoy Chat, gamified | 45% |
The gamified variant more than tripled the opt-in rate. More opt-ins translate directly into a larger addressable audience for cross- and up-selling campaigns aimed at prospects and existing customers.
Data Flow and Compliance
The acquired marketing consents are transferred directly to Telekom’s existing systems. No data is stored in LoyJoy.