Case Study AEP Energy

Powerful solutions for an energy supplier.

37%

Increase in click to enroll conversions YoY

99%

Reduction in reporting discrepancy

95%

Increase in non- branded searches

Analytics
Strategy
Creative
Paid
SEO
Conversion Optimization
Website Development

The Situation

AEP Energy had been working with multiple agencies to manage its complex digital marketing program. The inevitable challenges that come from multiple channels, data sets, and lack of cohesive execution were all pain points. Marketing leadership wanted one agency partner to support the entire funnel, and ultimately their larger business goals. In addition, the team realized the online consumer enrollment process had become inefficient and ineffective - ultimately confusing the buyer and hurting marketing performance.

The Transformation

We created a full-funnel digital marketing plan that drives traffic to a redesigned website with a seamless enrollment process that mirrors customer needs and allows them to switch providers with ease. And we optimized tracking, so true ROI is measured. The data is used to continually optimize the plan.

The Work

Our approach integrated specialists from our performance marketing team with our strategy, creative, user experience, and web development teams to collaborate and develop a three-pronged approach:

First, we did an audit and re-implementation of analytics to gain insights into performance for all channels, and addressed problems in the current campaigns to maximize performance across the funnel.

Simultaneously, we worked to gain a deeper understanding of the customer journey to optimize the marketing funnel, and created a new website experience to ensure that users could easily enroll with AEP Energy.

Finally, armed with these insights, our ongoing marketing efforts were refined and optimized to drive further engagement and growth for the brand. Today, our partnership allows us to collaborate with the marketing team and other critical functions within AEP Energy, including four business units, IT, and the PMO team.

The Issues We Solved.

Adept’s assessment revealed specific challenges and opportunities across the website and campaigns in-market.

The brand performed inconsistently in the SERP across markets, with prominent visibility issues in local search.

Many users abandoned the online enrollment process due to a poor user experience that was spread across three different properties.

Searchers did not specify between residential vs commercial when searching for energy providers, creating waste in how the campaigns were previously structured.

The technical architecture in place required constant maintenance and work to keep the site operational — leading to wasted time and effort.

There was brand confusion among customers and prospects with AEP Energy’s parent company AEP.

Tracking issues across the sites made it impossible to assess true performance and attribution.

Real Results

Average Rankings for Target Search Queries

Goal Completion YoY Trends

Google Analytics Site Reporting vs Internal Reporting Platform