Improving the rate of customer sign-up via A/B testing and CRO tactics.

CLIENT: Contact Energy  |  PROJECT: Conversion Rate Optimisation

Increase new customer acquisitions. How improving the usability of the online sign up process can make a difference.

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.

Objectives

For this particular experiment, our goal was to increase online completed bookings, and increase revenue. FIRST applies a data driven CRO methodology to all tests which helps uncover key focus areas to analyse and test. Below is the simplified 5 step approach used for this experiment.

Approach & Outcomes

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.

Results

The resulting improvement in conversion rate from the new process was significant at 15.4%, with a confidence level of 99.9%.

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.

Improved new customer sign up rate by 15.4%

“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, Executive Digital Marketing