1) npower is a large UK utility company that uses web analytics at micro, meso, and macro levels to inform website decisions. 2) At the micro level, analytics help with prioritizing bug fixes, navigation improvements, and minor text changes to increase conversion rates. 3) At larger levels, analytics showed connecting journeys increased conversions but initially hurt sales, while later marketing campaigns improved by measuring post-session behavior. 4) A new homepage strategy based on analytics-driven decision rules improved the customer experience and key metrics.

1. Form improvements Patricia Gildea, e-Delivery Manager, npower.com E-metrics Summit, London, May 5, 2006 e-DeliveryTeam@npower.com 05-May-06 Web analytics in every decision: from micro to macro

12. Case study: “just skip it” e-DeliveryTeam@npower.com 05-May-06 Supply Number is not mandatory. Meter point reference number is not mandatory.

13. Case study: “just skip it” e-DeliveryTeam@npower.com 05-May-06 Added: “ Don’t know this? Just skip it. ” Added: “ Don’t know this? Just skip it.”

17. Case study: connecting journeys e-DeliveryTeam@npower.com 05-May-06 % Users moving between: After connection Step 1 to 2 Increase of 28.84% Step 2 to 3 3.72% Step 3 to 4 2.13% Step 4 to 5 20.98% Step 5 to 6 2.54% Step 6 to 7 3.09%

22. Case study: connecting journeys e-DeliveryTeam@npower.com 05-May-06 Increase in % Users moving between: Connect Disconnect Step 1 to 2 28.84% 3.17% Step 2 to 3 3.72% -1.56% Step 3 to 4 2.13% -1.85% Step 4 to 5 20.98% -2.15% Step 5 to 6 2.54% -0.26% Step 6 to 7 3.09% 2.76%

30. e-DeliveryTeam@npower.com 05-May-06

32. e-DeliveryTeam@npower.com 05-May-06