From Search to Conversion: Vodafone Australia Empowers Its Web Experience with Cludo

Empowering teams through simplicity

As one of Australia’s largest telecommunications providers, Vodafone serves a massive customer base with a wide variety of needs. The digital team wanted to simplify how users discovered products and services — and how marketers could shape that experience without relying on developers.

“The primary reason I chose Cludo was the incredibly easy-to-use interface,” says Lyndon Barnett, Senior Digital Content and SEO Manager at Vodafone Australia. “I didn’t want to depend on developers every time we needed to make a change. I wanted to continually optimize results myself.”

Cludo’s intuitive dashboard gave Lyndon and his team the power to control search optimization directly — fine-tuning how results appeared, adjusting relevancy, and adding targeted banners to highlight new offers or campaigns.

“The integrated banner functionality was a big win,” he explains. “It lets us promote in-market offers to customers searching for specific products and services, right where their intent is strongest.”

Vodafone uses Banners to direct customers to relevant content - such as their Support page.

From friction to flow

Before Cludo, Vodafone’s 404 pages led to static dead ends. Now, with Cludo’s Intelligent 404 module, those moments have been transformed into helpful navigation experiences.

“Cludo’s 404 module gave us the opportunity to turn a page that used to have one static link into something dynamic,” says Lyndon. “Now, it automatically displays links that best match what our customers are really looking for — helping them find the right page much faster.”

Together, these improvements have streamlined the online experience — making search more intuitive, relevant, and conversion-oriented.

“Overall, this superior navigation tool provides a better customer experience,” he adds.

Cludo's Intelligent 404 makes sure user journey don't become dead ends - It guides users further in their journey.

Data that drives action

Over a 12-month period, Vodafone’s website recorded millions of searches and tens of thousands of unique search terms. Using Cludo’s analytics and machine learning, this vast amount of raw data was distilled into just 28 key topics — insights that now guide the team’s digital strategy and content planning.

“I regularly look at new ways to make sure our customers find what they’re looking for with absolute ease,” says Lyndon. “Cludo’s impressive software is a key piece of my wider search strategy — designed to deliver an exceptional customer experience and ultimately drive online conversions.”

A significant impact

The impact of Cludo’s site search solution has been significant. For example, visitors to the Vodafone website executed millions of searches over a 12-month period, submitting tens of thousands of unique search terms. This is a huge, and relatively indecipherable amount of data for a marketer to make sense of in its raw state. By combining machine learning and site search analytics, Cludo condensed this data down to just 28 unique objectives (or topics) that the website and marketing team at Vodafone could use to strategically allocate content resources.

Now, when Vodafone customers choose to use the internal search function, the most appropriate search results page comes up as number one.

Looking ahead

For Vodafone Australia, Cludo has proven to be more than just a search provider — it’s a partner in creating better digital experiences.

“Cludo’s software helps us deliver relevant results, highlight key content, and understand our users better,” says Lyndon. “It’s become an essential part of how we connect with our customers online.”

With a focus on simplicity, data-driven insight, and continuous improvement, Vodafone continues to refine its digital presence — one intelligent search at a time together with Cludo.

And here's an example of a Banners to directing customers to launches of new iPhone models.