Throughout 2014 ScottishPower rolled out a series of improvements to their online quote tool. The current tool wasn’t converting to sales at the expected level, and with a movement towards a ‘Digital First’ organisation it was vital that users had an easy online solution for selecting their energy package.
Data driven learnings
When undertaking the research for a new quote system, we didn’t limit ourselves to looking within the energy industry. We took inspiration from some of the leading sales websites in retail, insurance and travel to ensure that we created a process that was easy and intuitive for our users.
By developing a series of A/B tests showing the effect of design and UX changes, rapid improvements were made to the effectiveness of the tool.
After increasing the conversion rate at each test, the learnings were applied to create a entirely new version of the quote tool, which in turn is now undergoing a new series of A/B tests.
reduction in bounce rate
I undertook the following tasks to help deliver this project:
- Creation and development of A/B tests
- Measurement and analysis of tests
- Leading the creation of user journeys, wireframes and designs for new version
The new tool launched in September 2014 , and has led to an 150% increase in online purchases over it’s first 2 months.