Delivering World-class User Experience and Increased Conversion
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Delivering World-class User Experience & Increased Conversion
Online Retailer Conference & eCommerce Expo
Chaminda RanasingheDigital Director - EnergyAustralia
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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
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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?
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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
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Ensure product simplicity
Maintain task focus
Empower users
Build one experience
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Key User Experience Success Factors for our Key Customer Segments
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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
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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
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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
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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
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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)
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