Overview: In Q1 2023, we aimed to increase organic conversion rates on the website by optimising the mobile experience. However, we found that mobile conversion rates were significantly lower than desktop, indicating a need for improvement.

Problem: Through analysis using Hotjar, we identified issues with the mobile experience, including poor design optimisation, clunky navigation, bad alignment, and overly long pages. This led to minimal scrolling and low content coverage.

Solution: We implemented a comprehensive redesign of the website's mobile experience, focusing on optimising each main page by reducing page height and pinpointing areas of user disengagement using Hotjar's scroll mapping tools.

Results: Our redesign resulted in a significant increase in scroll engagement across each page by approximately 20%, leading to greater content coverage and overall page engagement. This resulted in improved organic conversion rates on mobile.

Overview: Our objective was to increase organic traffic to the solar & battery page on our website, which is our highest converting page and targets mainly users who own home batteries.

Problem: We discovered that the dropdown feature was impeding the user experience due to its buggy functionality, which could discourage users from exploring the page further.

Solution: To address this issue, we removed the dropdown and optimised the user flow to ensure that all users were routed through the high-converting solar & battery page before accessing other pages. This approach removed any friction for users and allowed us to promote our products and the benefits of owning a home battery, which could entice non-battery users to consider our services.

Results: Our solution led to a 20% increase in traffic to the solar & battery page, while having a minimal impact on traffic to other pages, with only a 5% decrease. Overall, we improved the user experience and conversion rates, and successfully promoted our products to a wider audience.

Overview: After conducting an A/B test to compare email lead form submissions and direct sign-ups, we found both options had equal engagement rates. To optimize both, we implemented a strategy to cater to both types of users on our website.

Problem: With both CTAs performing equally well, we couldn't risk removing either option. BOF users preferred direct sign-ups, while others needed more nurturing. We had to find a way to accommodate both.

Solution: To maintain both CTAs without causing conversion rates to drop, we placed the direct sign-up CTA in a prominent location and implemented a lead form pop-up for top-of-funnel users. We also added a lead form to the footer for easy access.

Results: By implementing these changes, we saw a 14% increase in direct organic sign-ups in March compared to the previous month.

Overview: The exit rate on the homepage is 80% and users are not being navigated properly to their respective pages, which is a concern.

Problem: There is a high exit rate on the homepage, with users not understanding where to go next or engaging with the content below the fold. The next step of action for each audience segment is unclear.

Solution: We decided to implement changes above the fold on the homepage to make the most impact across all devices. We added categories just below the ATF to help each audience segment navigate to the page that makes the most sense to them.

Results: A 5% decrease in the exit rate would result in ~280 users engaging with content past the homepage, with a 10% decrease increasing that to ~560 users.