Public Sector
Waterways Ireland
Where will you go next? Transforming the Waterways Ireland online experience
Website Design, Research, Engineering/Dev, CRO
Make the switch: Helping Energia increase conversions by simplifying the process of changing providers.
Industry
Utilities
Services
CRO, UX, Design, Customer Journey
Energia, one of Ireland's largest energy utilities, worked closely with All human to enhance digital performance, focusing on optimising key conversion journeys, particularly the switching providers one.
Tools
Web Trends Optimize
Microsoft Clarity
GA4
Efestra
Our Energia CTA Playbook
1.
Keep language clear & concise
2.
Buttons must be visible on all backgrounds
3.
Limit clutter: 1-2 key CTAs per banner
4.
Add a soft 'discovery' CTA for browsing users
Results
+2.36%
Increase in switch entries
+10.66%
Increase in switch completions
8x
Return on investment in CRO
Let's work together.
Get in touchThe Challenge
Energia saw significant interest and user engagement in its online content among consumers considering switching energy providers, and identified a clear opportunity to increase conversions throughout the switching journey.
The task was to determine the best way to encourage people to take action — reducing friction, clarifying decisions, and converting interest into completed switches.
The Ah Strategy
AI-powered analysis
The answer lay in the data. Our CRO team began by completing a thorough AI-powered analysis of the existing customer journey. This included a heuristic analysis, competitor reviews, landing page reviews, data deep dives, heatmaps, and session replay analysis. This multi-layered approach enabled us to identify key friction points, usability issues, and funnel drop-off points.
A/B Testing
Based on these insights, we created optimised versions of the identified pages, focusing on clarity, simplified interactions, and alignment with user intent. To ensure effectiveness, we ran A/B tests using our proprietary prioritisation model on key landing pages to validate hypotheses and define clear actions. Each test isolated a single variable — wording, CTA count, placement, or supporting elements like Trustpilot. If a change underperformed, we captured why, refined the hypothesis, and tested again.
Design System Adherence
Throughout testing, we adhered to Energia's design system to ensure design and UX changes matched existing brand colours and icons.
The Outcome
- +2.36% increase in switch entries.
- +10.66% increase in switch completions.
- 8x return on investment, demonstrating that CRO is a scalable revenue growth lever.
- €1.18m annual potential revenue created from CRO.
In addition to increasing conversions, we developed a new custom playbook for Energia. This will enable Energia to adopt these principles across its entire site, leading to an uplift in user engagement and increased conversion opportunities.
Highlights
Simplicity drives performance
From our tests, we discovered that simplicity is the key to better performance. When people have a clear understanding of what to do and, importantly, how to do it, they respond.
Precision CTAs
We made every CTA precise and relevant to the appropriate stage of the customer journey, decluttered the content, reduced visual distractions, and softened the tone of each CTA.
Accessibility as a conversion layer
Ensuring accessibility not only made Energia compliant with EU regulations but also helped conversions — increasing colour contrast improved clarity for all users, not just those with accessibility needs.
“All human's Digital Performance Team gives me confidence. Confidence we're doing the right things in the right order. In a noisy world, they help interpret data, uncover insights and find those tests that improve experiences so we can serve customers better.”
