Tata Communications Enhances User Journey Experience With Brand Website Revamp

Jessica WilliamsLast Updated: B2B

It isn’t simply B2C marketing campaigns that require engaging experiences, enhancing the user journey amongst B2B organizations is equally important. To support its repositioning strategy in the Indian market, Tata Communications has revamped its homepage to provide a more engaging user experience for prospective customers browsing its website.


  • Create prospect interest for Tata Communication’s offered services
  • Build a positive, clear and strong brand perception within its website
  • Increase conversion rates from homepage views / page views / number of sessions
  • Capture actionable data from website visitors


Challenged with a limited given time-frame, Global telecoms company Tata Communications approached the Wayin Services team to assist with building a five page hub within its website homepage to aid its repositioning strategy in the Indian market.

With five ‘go-to’ call-to-actions, website visitors were directed to various pages defining individual solutions for prospect customers. Additionally for ease of navigation, visitors had the option to return to the homepage to browse other solutions. Using Wayin capabilities, Tata Communications integrated powerful lead capture using data-gated content, providing valuable information that can be used for retargeting in the later stages of its marketing strategy.

To create the perfect blend of branded content and user-generated content, a ‘what are people saying’ section was also introduced and embedded within the homepage to showcase the latest news and conversation, putting Tata Communication related conversation at the heart of the user journey experience. To drive further conversation, Tata Communications included sharing functionalities through Twitter, Facebook and Google+, activating their audiences across social.

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