Case Study Energy Supplier
Powerful Solutions for an Energy Supplier
increase in click-to-enroll conversions YoY
reduction in reporting discrepancies
increase in unbranded searches
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— confusing the buyer and hurting marketing performance.
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 easily. And we optimized tracking, so true ROI is measured. We use data to continually optimize the plan.
We 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 reimplementation 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 users could easily enroll with AEP Energy.
Finally, armed with these insights, we refined our ongoing marketing efforts and optimized them 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 spread across three different properties.
Searchers did not specify between residential and commercial when searching for energy providers, creating waste in how the search campaigns were previously structured.
The technical architecture 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 actual performance and attribution.
Average Rankings for Target Search Queries
Goal Completion YoY Trends
Google Analytics Site Reporting vs. Internal Reporting Platform