1 Tesco Mobile Finding problems with quantitative analysis, fixing them using qualitative insights. Tesco Mobile is the mobile provider of choice for over 4.8 million people worldwide. Its website is the go-to digital portal for new and existing customers alike. The Tesco Mobile digital team deploy Decibel to measure and improve the user experience across their online shop. In this case, their investigations led to a fix that improved mobile basket funnel step conversions by 70%. Introduction Senior Ecommerce Manager, Simon Lancaster, wanted an answer to the following question regarding the Tesco Mobile basket flow: “Why do we lose prospective customers between selecting a tariff and confirming payment details on SIM Only Mobile?” Tariff to basket funnel The Tesco Mobile basket fun

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