Website
Over time the Good Energy website has played it’s part in capturing core customers for the renewable energy supplier. Good Energy now needed to get the most out of the online channel to help them take the next step and start building a wider customer base.
We spent time working with Good Energy on the customer journey and it became clear that the ease with which customers understand the switching process was critical. This required a full reassessment of the information architecture. In some instances we had to make decisions to lose content that was of interest but did not support user tasks. This has also led to an assessment of an overall web strategy across a number of sites, some of which will be campaign and information led.
The next task was to make the entry into the site more engaging and give prospects and customers alike a real feel for the Good Energy brand. In summary, a more engaging and informative home page was designed and the process of switching energy supply was made simple.
After a three week website turnaround that included a new information architecture, and a new home page we are now working on a full brand proposition development. We’re also tracking and measuring site conversion and customer retention – because if we drive a more engaged customer through to purchase this will result in lower churn rates – the bane of energy supply companies.