Comprehensive transformation of customer experience for a leading paint company in India

Key achievements

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Tripled conversion rates on the website and achieved a sevenfold increase on the mobile app

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Amplified form conversions on the mobile app by 60 times

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Reduced bounce rates by 60 per cent

Client challenges

The client sought to enhance conversion rates and boost hyper-personalisation through a data-driven strategy.

Web issues
Mobile app issues

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Conversion rate stagnated at 1.1 per cent for two-three years

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High bounce rate of around 60 per cent

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Uninspiring and non-interactive user experience

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Fragmented data with no unified system

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Limited personalisation on the website

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Poor page performance scores

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Lack of engagement tools like calculators or gamification

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Insufficient form conversions

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Lengthy page load times (GTM)

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No personalisation features

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Low user engagement despite high download rates

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Ineffective analytics with many gaps

KPMG in India’s approach

A more strategic, tactical, and outcome-focused approach utilising technology as a supportive instrument.

Phase 1: Strategic initiatives

Formulated a data-driven personalisation strategy with diverse use cases
Integrated an AI/ML-powered personalisation engine for intelligent recommendations that adapt to user preferences
Expanded use cases by 20x to boost conversions
Provided detailed reports to inform strategic and tactical client decisions
Initiated a customer unification approach, refining personas and journeys

Phase 2: Web development strategy

Implemented comprehensive processes with strict checklists to enhance operational efficiency
Developed a strategy emphasising reusability and reduced GTM
Collaborated with the UX team to create an engaging user experience incorporating calculators and forms
Focused on improving page performance, SEO, and other areas

Phase 3: Mobile app enhancements

Conducted analytics and performance audits to suggest improvements
Resolved analytics issues
Developed insightful, KPI-focused metrics and optimised the app
Implemented new personalisation use cases
Reduced GTM through re-engineered approach

Outome

Website

Achieved a 3.5x increase in conversions (form submissions)

Calculators facilitated 30x conversions compared to standard pages

Key customer journeys displayed a 7x increase in leads

Downsized bounce rates by 55 per cent, significantly enhancing engagement

AI/ML recommendation components saw an engagement surge of 400,000-500,000 interactions monthly

Organic traffic grew from 20 per cent to 50 per cent due to improved SEO and enhanced personalisation

Mobile app

Increased conversions (form submissions) by 7x on the mobile app

Form submissions rose 60x

Bounce rate reduced by 37 per cent

GTM for mobile app pages decreased from two weeks to two days through KPMG in India's headless architecture proposal

Why KPMG in India?

KPMG in India adopted a extensive approach addressing client challenges from acquisition to engagement, with technology as a facilitative tool. The company's outcome-focused strategy explicitly targeted key performance indicators, helping ensure measurable results at different phase. Solution architects worked diligently to refine architecture, supported by well-established governance. The decision-making process was predominantly influenced by actionable insights, making a substantial impact. The project transitioned from being technology-centric to strategically and tactically focused.

Overview of the case

Client

Leading company in the paint industry

Challenge

Transforming customer experience

Outcome

KPMG in India evolved from a technological collaborator to a strategic ally, implementing an outcome-focused strategy across all channels, resulting in a 3x increase in web conversions and 7x increase in mobile app conversions, with mobile form submissions rising by 60x