Although TXU Energy is the leading energy provider in the state of Texas, they wanted to optimize their website conversion process. As Q1 2014 was quickly approaching, we needed to clarify how TXU Energy would communicate their core benefits to current and new customers in order to increase conversions. We found we could best reinforce our content strategy and impact conversion by developing a landing page template featuring TXU Energy’s latest plan, Monthly Saver.
There was major success with this new landing page. However, we realized that within the ever-changing digital world, there were further opportunities to strengthen the brand’s impact online. With this in mind, we reworked our landing page template to not only increase conversions and communicate the core benefits of their new plan, Free Nights, but to also produce a more personal and engaging experience.
Since August 13th, 2014, the new landing page has become the seventh most visited page on txu.com. From the 342,274 that visited, we were able to decrease our bounce rate from 90% on Saver.txu.com to 39% on Free.txu.com. In addition to getting more users to click through to view available plans, we also raised conversions over 350%, from an average of .4% on saver.txu.com to 1.51 percent on Free.txu.com.