Delivering World-class User Experience and Increased Conversion

Delivering World-class User Experience & Increased Conversion

Online Retailer Conference & eCommerce Expo

Chaminda RanasingheDigital Director - EnergyAustralia

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Emerging from the Digital darkness

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The Transformation

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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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EnergyAustralia’s new digital sales tool puts customer first

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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

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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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Design for mobile

We are shifting our focus to design for mobile first

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The opportunities that present themselves when you get the basics right…

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Getting the basics right… It’s child's play!

Questions ?