At TEEP, our mission is simple: make utility payments in Nigeria seamless, secure, and rewarding. But in a market filled with skepticism about digital platforms, building trust means more than just offering services—it means listening, learning, and acting quickly.
That’s where analytics became one of our most powerful tools.
Understanding the “Why” Behind the Numbers
Two weeks after our launch, we were proud to have crossed 3,000 verified users. But while growth was great, we weren’t satisfied with vanity metrics. We needed deeper insight into how users were interacting with TEEP:
- Where were they dropping off?
- Which payment categories were they using the most?
- Were referral codes being redeemed?
- What errors were users encountering?
To answer these, we built a simple yet powerful analytics dashboard in power BI and Excel—integrating tools like Firebase Analytics and custom backend logs.
One key insight came when we noticed that over 28% of users were abandoning their transactions midway when trying to pay for electricity bills, especially with providers like IKEDC and AEDC.
Step 1: Tracking User Behavior
We analyzed session data and noticed that many users stopped at the meter number input screen. Our heatmaps and event logs showed users were repeatedly editing the same fields, suggesting input confusion.
Step 2: Listening to Feedback
To confirm this, we reviewed feedback tickets and spoke directly to 20 users who had paused or abandoned transactions. A common complaint:
“I wasn’t sure if I was entering the right meter number. There was no validation.”
Step 3: Acting on the Insight
In response, we implemented the following:
Real-time meter number validation using Disco APIs
Contextual tooltips that explained how to find your meter number
A “Test My Meter” button to confirm validity before payment
Step 4: Results
Within 72 hours of launching this update, we saw:
A 35% drop in transaction abandonment for electricity bills
A 12% increase in daily transaction volume
A spike in 5-star ratings mentioning how “reliable” and “easy” the electricity bill payment now felt
Driving Retention Through Data
Another area where analytics helped us was user retention. We noticed that customers who:
Used TEEP at least twice in the first 3 days
Or redeemed referral bonuses
…were 3x more likely to become long-term users.
Using this, we built:
A Welcome Journey email/SMS funnel guiding new users through their first transactions
Automated reminders for users who hadn’t completed their wallet top-up
Referral prompts shown contextually right after a successful bill payment
The result? Our Day 7 retention jumped by 18%, and referrals became one of our top acquisition channels—organically.
Building a Culture of Customer-First Decisions
What started as a simple dashboard became a mindset. Today, every major decision—from UI updates to loyalty programs—is supported by user data, behavioral insights, and direct feedback.
We don’t just want users—we want informed users who feel supported at every step of their TEEP journey.
Final Thoughts
Analytics isn’t about spying on users. It’s about respecting their time, understanding their pain points, and creating solutions that anticipate their needs before they even speak up.
At TEEP, data isn’t just numbers—it’s the voice of the people we serve.
If you’re a new user or thinking of joining TEEP, know that we’re listening, learning, and always improving—with you at the center of it all.
Download TEEP (www.teep.africa) today and experience utility payments that work better because we built them with your feedback in mind.
