This need to check out the competition is even stronger when it comes to energy contracts. When concluding an energy contract, there is serious money at stake. Especially if you are looking for a fixed contract with the best rates. Or if you are considering finding a cheaper supplier, so that your fixed monthly costs are lower. In these situations, customers are ready to switch as soon as something better comes along.
Whatever industry you’re in, what saudi arabia business email list this means in practice is that your website visitors are always just one click away from leaving because they want to see what’s available elsewhere. And once they leave, they’re unlikely to come back. There was something that made them decide to leave. The problem is, it’s not always clear what those reasons are for leaving.
400 respondents searched for an energy contract online
At WUA, we study thousands of customer experiences every year. We also do this in the highly competitive energy sector. We asked 400 respondents to conclude an energy contract online. We collected both qualitative and quantitative data. By analyzing how the best performing energy companies beat the competition, we discovered best practices.
These best practices are valuable for any business. They are quick wins that you can use to improve your digital customer experience and increase conversion rates.
Essent and Engie emerged as clear winners from the research, both in terms of customer experience and which party was ultimately chosen to conclude the contract. We would like to share their best practices with you, so that you too can become a leader in your market.
Best practice #1. Scannable structure
When customers are orienting themselves on a new provider, they look for signs that they are in the right place. These signs must be visible quickly. Visibility is measured with a 'blink test'. The blink test means that you must be able to understand the offer before you have blinked.
And the easier the message, the lower the bounce rate. You reinforce that with a scannable structure. There are two ways to successfully achieve this goal: minimal text and sufficient white space.