€1.18m impact: Fuelling Energia’s conversion growth

Energia saw significant interest and user engagement in its online content and identified an opportunity to increase conversions. <br> The task was to determine the best way to encourage people to take action.

AI-powered analysis

The answer lay in the data. Our CRO team began by completing a thorough AI-powered analysis of the existing customer journey. This included a heuristic analysis, competitor reviews, landing page reviews, data deep dives, heatmaps, and session replay analysis. This multi-layered approach enabled us to identify key friction points, usability issues, and funnel drop-off points.

A/B Testing

Based on these insights, we created optimised versions of the identified pages, focusing on clarity, simplified interactions, and alignment with user intent. To ensure effectiveness, we ran A/B tests using our proprietary prioritisation model on key landing pages to validate hypotheses and define clear actions. Each test isolated a single variable - wording, CTA count, placement, or supporting elements like Trustpilot. If a change underperformed, we captured why, refined the hypothesis, and tested again.

Design System Adherence

Throughout testing, we adhered to Energia’s design system to ensure design and UX changes matched existing brand colours and icons.

Simplicity drives performance

From our tests, we discovered that simplicity is the key to better performance. When people have a clear understanding of what to do and, importantly, how to do it, they respond.

Precision CTAs

We made every CTA precise and relevant to the appropriate stage of the customer journey, decluttered the content, reduced visual distractions, and softened the tone of each CTA.

Accessibility as a conversion layer

Ensuring accessibility not only made Energia compliant with EU regulations but also helped conversions - increasing colour contrast improved clarity for all users, not just those with accessibility needs.

A framework for the future

In addition to increasing conversions, a new custom playbook was developed for Energia. This will enable Energia to adapt these principles across its entire site, leading to an uplift in user engagement and increased conversion opportunities.