🌱 Heat Pump Campaign Optimization: EnBW & Vaillant Partnership

As a Digital Experience Consultant for EnBW, I led the optimization of a strategic marketing campaign in partnership with Vaillant focused on heat pumps. The initial landing page draft lacked compelling UX writing, coherent storytelling, and optimal design elements. Through comprehensive analysis and targeted improvements, I transformed the campaign into a conversion-focused digital experience that effectively communicated the value proposition of sustainable heating solutions to potential customers.

EnBW's Marketing & Partnerships team faced several challenges with their initial heat pump campaign landing page:

Inconsistent Messaging: The UX writing lacked clarity and failed to effectively communicate the partnership's unique value proposition

Fragmented User Journey: The storytelling didn't guide users smoothly through the decision-making process

Design Limitations: The visual presentation didn't adequately support the campaign goals or reflect the premium positioning of both brands

Conversion Obstacles: The page structure created friction points that potentially hindered lead generation

Conducted thorough review of the existing landing page draft, identifying specific optimization opportunities

Analyzed user flow and conversion points to locate friction in the customer journey

Evaluated competitive landscape and industry best practices for heat pump marketing

Prepared detailed optimization report with prioritized recommendations

Developed clear, benefit-focused messaging that highlighted the EnBW-Vaillant partnership value

Created consistent voice and tone aligned with both brands' communication guidelines

Simplified complex technical information about heat pump technology into accessible language

Incorporated conversion-focused microcopy at critical decision points

Designed narrative structure that guided users through their heating transformation journey

Established emotional connection by emphasizing sustainability benefits and comfort improvements

Created logical progression from problem recognition to solution implementation

Integrated persuasive elements using principles of behavior psychology

Developed progression of wireframes from low-fidelity concepts to high-fidelity mockups

Enhanced visual hierarchy to emphasize key value propositions and calls-to-action

Improved information architecture for intuitive navigation and content consumption

Ensured responsive design considerations for optimal experience across devices

Created comprehensive implementation guide for the internal marketing team

Provided detailed annotations explaining design decisions and conversion strategies

Conducted knowledge transfer session to ensure successful execution

The optimized heat pump campaign delivered significant improvements:

Enhanced User Experience: Clearer messaging and intuitive flow reduced cognitive load

Strengthened Brand Positioning: Professional design elements elevated both EnBW and Vaillant's market presence

Improved Conversion Path: Streamlined journey with strategic CTAs created a more effective lead generation funnel

Implementation Efficiency: Comprehensive documentation enabled smooth execution by the internal team

Partnership campaigns require careful balance of both brands' identity and messaging

Technical products like heat pumps benefit from simplified, benefits-focused communication

Clear implementation documentation is essential for successful handoff to internal teams

Early stakeholder alignment on optimization goals leads to more efficient project execution

Based on this project, I recommended that EnBW:

Develop a standardized template for future partnership campaigns

Implement A/B testing framework to continuously optimize landing page performance

Create a measurement dashboard to track campaign effectiveness

Establish design system components specifically for product-focused landing pages