Case Study Energy Supplier
Powerful Growth for an Energy Supplier
By pairing top of funnel traffic-driving campaigns with strategic conversion optimization, our team has been able to consistently grow the customer base and improve efficiency for AEP Energy. Wins include the launch of a successful programmatic program in 2022, driving down blended acquisition costs. A 46% improvement in Cost Per Acquisition from paid search during the 2nd half of 2022. And a 4.6X return on investment from conversion optimization efforts.
Every year brings new challenges for a client like AEP Energy, and in 2022, our team was tasked with expanding a successful digital campaign to a wider audience. Despite many consumers having energy choice for quite a while, there is still considerable confusion. Also, new audiences to energy choice don’t thoroughly understand their options. Through research, it became clear that there was an opportunity to educate these customers on their choices and significantly increase awareness, and ultimately revenue.
Our media team jumped into action, developing a data-driven program aimed at educating customers by reaching them where they are. The campaigns were successful in improving awareness and driving significant traffic for consumer business, C&I and small business segments. And while paired with our existing digital marketing program, helped drive down blended acquisition costs.
Our conversion optimization team—as always—was a large part of that overall improvement. Continued testing and optimization delivered a 78% win rate on A/B tests throughout the website, leading to a 4.6X return on investment on CO.