To realise the high potential for online fuel orders, TotalEnergies France needed to carry out an in-depth analysis of Internet users’ browsing habits and highlight the drawbacks of the ordering system. The next step was to promote consistency in the different steps of the order, provide Internet users with reliable information and increase the overall conversion rate of fuel orders. 

By taking advantage of AT Internet’s digital analytics solution and e-Commerce module TotalEnergies was able to make a range of improvements across different departments. The product marketing department could effectively measure the impact of the product range – purchasing/sales could more efficiently anticipate supplies, the IT manager anticipated increased site activity and the trading partnerships manager could boost the added value for company partners.