Realise & OVO - Feel Loved Again (Ektron case study)
66
right brain left brain harmony
-
Upload
nathan-fulwood -
Category
Documents
-
view
293 -
download
0
description
A case study presentation given at Ektron's London conference, June 2014.
Transcript of Realise & OVO - Feel Loved Again (Ektron case study)
right brain left brain harmony
Feel Loved Again:
OVO Energy, Ektron, and making your customers feel loved.
Hello
Dave MalinsTechnical Manager
Nathan Fulwood
Business Development
Director
MichelleBrien
Digital ManagerOVO energy
Who loves their energy company?
Hands up
Bad press
“Big Six Energy companies are trusted less than bankers
and used car salesman”
there’s not a lot of love out there
• Relationships going wrong.
• Complaints about the relationship, no-one complains about the quality of the actual gas or electric.
Become the #1 challenger to the BIG 6
The brief
So we wrote our own
Our URL strategy
How we built it
Strategy
IA, UX & Design
Flat HTMLbuild
Ektronbuild
Go live v1
Go live v2
Our approach
Ektron build
Page Builder
Ektron build
Uber widget
Back to the brief
https://www.youtube.com/watch?v=kuslbNQnshw
TV ad
Social Campaign
https://www.youtube.com/watch?v=o4IGMt-qUpk
Results
ConversionQ1 2013 vs Q1 2014
Quote & Switch Conversion
0.98%(0.26% in ‘13)
Higher conversions Greater potential leadsMore prospects
Visitors
1.1M(up 217%)
New Visits
57.3%(40.0% in 13)
NOT ENOUGH! MORE!
Engagement doesn’t happen overnight
https://www.youtube.com/watch?v=S6j4qcD1fe4#t=20
Relational marketing
Deeper integration
It worked for Amazon
Businesses that are able to rapidly respond to visitor behaviors will create the best online experiences – and will earn valuable equity with their customer base.
– Jeff Bezos - Amazon
“
and Google
Get right up to the creepy line and don’t cross it
– Eric Schmidt- Google
“
Personalisation via Content Targeting
“I make movies for the masses, but I talk with them one at a time.”
– Steven Spielberg
Conversion Funnel
A/B Testing Scenarios
A/B Testing Scenarios
Switch now >
Summary
Know your site’s purpose
Understandyour
audience
Be ruthless with your content
Measure everything
A solid site is a great platform
for the bells and whistles
“The face of marketing and customer service may have
changed dramatically during the past decade, but some
things remain consistent—such as the heart of the consumer.
Real people are still the end users, not programs or bots…
That’s why effective marketing requires the human touch.
We are wired to crave relationships: real connections with
fellow human beings. But so far, there isn’t an intelligent,
automated tool that’s been invented to provide all the flexibility,
sincerity, warmth and genuine care consumers relate to.”
http://www.benchmarkemail.com/blogs/detail/online-marketing-tips-the-human-touch-in-the-digital-age)
A BIG Thanks to...
Questions?
