Subscription funnels are the lifeblood of all Energy companies. But not all subscription funnels are created equal, so we’ve taken four steps that appear on most major UK Energy suppliers and provided some UX insight into each in order to help you get your funnels in tip top shape.
Step 1: Customer’s input home information number of people, house or flat. This tends to be a low friction step, with the highest rate of advancement (over 90%).
Step 2: Customers provide technical information energy consumption, smart meter usage. This step is more complex, and sees a significant number of users dropping off (28%). Some Energy websites address this problem by not requiring this information to provide a quote.
Step 3: Customers fill out general details name, email, home address This step sees the highest drop off rate (74% of visitors), the longest time on page (2:04) and the longest time before first click (1:24) – all indicating hesitation and frustration. In particular, we noted a high click recurrence on the ‘find my address’ field. When users click several times on a form field, it indicates they are not getting the expected result often highlighting a UX issue.
Step 4: Finally customer provide payment. In the funnels we analysed, just 19% of visitors were left by the time they reached the payment details page.
So what are some things energy companies can do to reduce this friction and get more customers filling out forms? One UX tip is that providing more information will equal better conversion. Those who complete forms typically see more pages (10.5 vs just 5.7) and have a longer session (11m vs 7m36) than the average visitor. Also Desktop is the clear winner over Mobile. 68% of subscriptions happen on desktop versus just 27% on mobile, so make sure your desktop experience is flawless. Also organic sources drive subscriptions are what drive. Over 20% of visitors who ended up subscribing were acquired via organic search. What to know more tips and tricks to increase your website performance? Download our Energy report.