The Problem
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A leading Irish energy provider wanted to increase digital acquisition and conversion in a market where customers find switching confusing, overwhelming, and difficult to compare, leading to drop-off during decision-making.
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Our Methodology & Approach
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• In-market customer testing (n=418) across real switching tasks
• Behavioural analysis of how users research and choose providers
• Digital maturity audit and competitor benchmarking
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Key Insights
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• Energy choice is complex and cognitively heavy, requiring simplification to reduce effort and support faster decision-making
• Comparison is the defining moment in conversion and the experience needed to be reoriented around clear, accessible plan comparison as the core journey
• User pathways were fragmented and inconsistent, requiring clear guided pathways to lead users efficiently to the right outcome
• Acquisition journeys needed to align with external entry points such as search and comparison sites to ensure consistency between channels and on-site experience
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Optimisation Recommendations
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• Refocused digital strategy around simplified acquisition journeys
• Prioritised clearer plan comparison and navigation structures
• Improved alignment between marketing entry points and on-site experience
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Results
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• Improved conversion performance and ease of decision-making
• Reduced friction in key acquisition journeys
• Stronger ability to capture and convert high-intent users
• Delivered a clear evidence-based roadmap for simplified, conversion-focused acquisition journeys.

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