DIGITAL MARKETING HIGHLIGHTS
The digital landscape In 2014 we’d identified the issues EDFEnergy.com would have to address if we were to attain peak performance. In 2015 we wanted to see our new digital strategy start to bear fruit. And this is how we put our plans into action‌
2014
was when we laid the foundations by putting in place technical fixes and pinpoint reporting practices.
Improving SEO
Implementing PPC best practices
Upgrading e-marketing dashboard
Managing new email templates
Setting up consistent reporting
Saying goodbye to under-performing channels
2015 growth all round
By doubling down on the new practices and improvements we started to see promising results:
20%
YOY Direct Web Growth
Additional product sales through web leads
9000
42,751 SALES 2014 51,656 SALES 2015
14%
Reduction on Cost Per Sale
Integrated campaigns really started to deliver We deployed the full range of banners, social, video and search – and audiences responded:
Video views driven by social media
Dwell time improved from 90 to 120 sec
13%
16%+ Users
21%+ Quotes
33%+
Conversions
54%+ Products
BOUNCE RATE REDUCED Bounce rate
reduced
All the while, quote leads leapt 45%
3.2k
Clicks
Paid search drove more targeted traffic too More clicks and reduced costs set the tone for improvements in 2015‌ Improved performance came about as we deployed: Ad extensions to offer a range of tariffs and products to specific audiences, and to increase visibility Postcode boxes to support regional targeting and direct users to a pre-populated text box within the quoting journey Trustpilot ratings to increase consumer trust and engagement
2014 2015
1,597,935 1,802,617
70,037 6,988
104,069 18,737 £137.14
£55.47 £13.68
£9.99
10%
18%
4.2%
5.7%
Click-through Rate
Quote to Prod Conv.
Cost Per Attributed Quote
Cost Per Attributed Product
Attributed Products
Attributed Quotes
Making Social-savvy moves Customer support – We went from a one man band to a fully-trained team of ten, generating impressive figures:
ÂŁ50,000 saved in agency support
Response rates increased to 71%
Response times halved to 1 hour
Social advertising – We continued to learn and improve, making our ads more visually compelling and social-specific (they even helped us improve on-site content). Now the numbers speak for themselves:
45% more leads generated
85% increased engagement (Heatsmart Q1 vs. Q3 2015)
Doubled click through rates
Delivering more with Email Our new template manager has helped us roll out fully responsive designs, optimised for mobile and incorporating email best practice. It all added up to:
Reduced email delivery time from 3 months to 3 weeks
Improved Blue+Price Promise alert click through rate from 14% to 34% Reduced cost by ÂŁ200k a year
Achieved certified sender status and an average deliverability of 99% (17% higher than UK Avg)
Highly targeted adverts in personal inboxes‌
GMA
IL
...based on domain targeting, let us reach Gmail users directly through their accounts. Highly clickable subject lines, combined with powerful calls to action, drove ever-increasing volumes of qualified traffic.
There’s an App for that Supported by Live Chat, the EDF Energy App lets iOS and Android users easily:
Submit meter readings
View bills
Manage Direct Debit amounts
Complete home move forms
View the cheapest tariff in the market
Find the nearest payment outlet
Track progress when switching to EDF Energy
Mobile friendly optimisation No app? No problem. Responsive landing pages and mobile optimisation meant: 59% 30%
Time on page up by 5 seconds
Bounce rate down from 59% to under 30%
Increased quotes by 30%
Continuing SEO evolution Our progressive SEO strategy takes three routes to constantly improve EDF Energy’s search visibility:
Informed by data-led research & analysis‌
Powered by technical SEO, optimisation & outreach‌
Elevated by paid search integration.
Connected products and services We rationalised our portfolio of connected products and services, presenting them through a suite of re-designed pages, following best practice in user-centric design to drive engagement and conversion.
2016
Four ways we’ll continue to make the user journey go without a hitch:
Personalising user journeys, recognising those who’ve already visited us – helping increase the number of retrieved quotes (plus giving a welcome for new quotes).
Improved and quicker quoting
Optimising mobile experience from quote to sign up
Refining the user experience to increase time on page and drive people to the quote funnel