Delivering World-class User Experience and Increased Conversion


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The unification of TRUenergy and Energy Australia and a rebrand in October 2012 proved to be a formula for digital transformation with surprising results. Learn how Energy Australia focused on the basics and went from a simple brochure-ware site with no internal control to an award-winning eCommerce site with significant new revenue channels. Chaminda Ranasinghe, Digital Director at Energy Australia presents at the Online Retailer Expo 2013.

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Delivering World-class User Experience and Increased Conversion

  1. 1. Delivering World-class User Experience & Increased Conversion Online Retailer Conference & eCommerce Expo Chaminda Ranasinghe Digital Director - EnergyAustralia
  2. 2. 2 Emerging from the Digital darkness
  3. 3. 3 The Transformation
  4. 4. 4 Where we are now Web traffic 80% above forecast Conversion rate doubled Digital sales run-rate has quadrupled Website availability at 99.5% eBill adoption 65% above target Honoured by the prestigious ‘Webby’ awards and the AgIdeas Design Festival Digital has allowed us to move away from less desirable channels such as door knocking
  5. 5. 5 By focusing on getting the basics right! - Customer experience - Stability and scalability - Speed - Agility - Data and analytics - Optimise for Search - Design for mobile How did we get there?
  6. 6. 6 Energy Customers What users told us… Energy shouldn’t be complicated – I just want electricity/gas… I’d like see what options I have to save money… My business has unique needs… I’ll go online and manage my account if it makes life easier… I research online, but sometimes I phone for help… I just want to get in, get out, and get on my way… Price is important, but its confusing… Customer experience
  7. 7. 7 Ensure product simplicity Maintain task focus Empower users Build one experience 1 2 3 4 Key User Experience Success Factors for our Key Customer Segments
  8. 8. 8 EnergyAustralia’s new digital sales tool puts customer first
  9. 9. 9 Trust is critical to the success of your digital experience. Customers will choose a different channel or a competitor if your site crashes or is unavailable. Convenience 39% 24/7 Availability 22% Easier than Visiting a Store 17% Value and Access to Offers Not in Store 18% Price - Less Expensive 15% Drivers to on line shopping in Australia (Research by PayPal) A key to the success of EnergyAustralia’s digital channel has been our reliable and scalable infrastructure which consistently delivers to 99.5% availability standard. Stability and Scalability
  10. 10. 10 Our research and experience shows that page load times and site performance is as or more important than the content and design of the pages we deliver 47% of web users expect a site to load in 2 seconds or less 79% of online shoppers who are dissatisfied with site performance will not return EnergyAustralia’s complies to a minimum standard of sub 1 sec load times for static pages and sub 2 sec for transactional pages. Speed (Source Hitwise) 40% will abandon a site that isn't loaded within 3 seconds
  11. 11. 11 A nimble capability and agile operating model promotes a test and learn culture and ongoing optimisation. EnergyAustralia's new digital operating model and content management system has allowed the business to become self sufficient and has increased productivity by 45% Agility
  12. 12. 12 Data driven decision making is critical to ensure the best actions are taken by the business with the customer in mind Personalisation and targeting of content to ensure the right proposition is delivered to the right customer segment Real-time analysis of the customer journey and conversion optimisation Real-time analysis of the conversation to understand sentiment Analytics
  13. 13. 13 Our search and content strategy has been based around service which is aligned to our Brand. We have focused on optimising content that is most useful to our customers. Optimise for Search EnergyAustralia + 45% Origin Energy + 29 % Lumo Energy + 25% AGL + 16% Traffic share growth from Jan – Jul 2013 (Source Hitwise)
  14. 14. 14 Design for mobile We are shifting our focus to design for mobile first
  15. 15. 15 The opportunities that present themselves when you get the basics right…
  16. 16. 16 Getting the basics right… It’s child's play! Questions ?