Our objective was to Increase new customer acquisitions by improving the usability of the online sign up process.
Contact Energy is one of New Zealand’s leading retailers of electricity and natural gas. Contact are continually looking for ways to improve their service and improve the online customer experience and resulting online signups.
FIRST specialises in improving results through Conversion Rate Optimisation (CRO) and identified an opportunity to run an A/B experiment on the new customer sign-up page and funnel.
Through A/B testing, an original webpage or process is tested in parallel against a
recommended webpage & validated through actual visitor behaviour. The pages
effectively compete against each other to determine whether the recommended
changes produce a better outcome. A/B testing removes guesswork and proves
what actually works.
FIRST reviewed the existing page and application process and conducted consumer research to understand what might be hindering new customers from signing up online. A new customer acquisition process was designed and developed and then tested against the old sign-up process.
It is important to note that by improving the conversion rate, ROI from all marketing channels is improved. Incremental improvements to website conversion rate make a huge difference to a company’s bottom line.
"FIRST’s guidance in the world
of online marketing is invaluable
for our team. They not only provide
strategy, management and
execution, but also work closely with
our IT team on the ground to help
implement recommendations. The
CRO results of the sign-up funnel
improvement speak for themselves"
- Lester Litchfield, Digital Marketing, Contact Energy