Energia, worked closely with All human to enhance digital performance, focusing on optimising key conversion journeys, particularly acquisition.
energia.ie- Tools:
- Efestra
- GA4
- Microsoft Clarity
- Web Trends Optimize
Energia saw significant interest and user engagement in its online content and identified an opportunity to increase conversions.
The task was to determine the best way to encourage people to take action.
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.
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.
Throughout testing, we adhered to Energia’s design system to ensure design and UX changes matched existing brand colours and icons.
- Increase in entries to the switching journey
- Increase in purchases
- 8x return on investment, demonstrating that CRO is a scalable revenue growth lever
- €1.18m annual potential revenue.
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.
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.
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.
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.
“All human's Digital Performance Team gives me confidence. Confidence we’re doing the right things in the right order. In a noisy world, they help interpret data, uncover insights and find those tests that improve experiences so we can serve customers better.”