The business challenge
A leading supplier of gas and electricity to householders was about to embark on a major restructure of both brand messaging and customer targeting. They needed a website that was communicating to their chosen market segments and selling efficiently without overburdening telephone sales.
Internally there was a belief that the current website lacked focus and was not as effective as other energy suppliers at influencing householders to choose them as a supplier.
The digital marketing team wanted to use the rebranding as an opportunity to make structural, design and content changes that would drive new conversions and reduce cost per acquisition. However, before presenting the business case the Head of Digital recognised that the company lacked vital intelligence and metrics on:
- The role of the website in acquiring consumers (who have traditionally purchased electricity and gas services via other sales channels)
- How were consumers researching and selecting energy services online?
- What specific changes to their online strategy and website design were most likely to increase sales to target consumers?
- Which energy supplier websites were most effective at helping consumers research and choose a provider?
- Why were target consumers visiting their website, getting quotes but not then choosing them as a provider?
Up until this point there had been no clear evidence that could be presented to the Board on the changing research and buying behaviour of their target consumers. This had led to delays in decision making and investment that could potentially mean a loss of market share.