How E.ON accelerated UX testing to perfect its Black Friday promotions

By partnering with UserZoom, E.ON was able to test its promotions quickly and reliably, optimizing marketing messages in time for Black Friday, saving time and money, and ensuring a broader audience for its key campaign message.

Effectively test marketing messaging

Prove the economic benefits of UX testing

Elevate the profile of UX in the organization

Effective and efficient marketing

We wanted to show teams the power of testing outside of digital design and UX, and we saved the company time and money. We could have built two concurrent landing pages to test the different campaign messages on the live site with a 50/50 split of traffic. But by testing in advance, we were able to send the more effective marketing message to 100% of our audience.

Andy Fairey

Digital Experience and Innovation Lead

Campaign message testing

By using the UserZoom platform, E.ON was able to test its promotions for solar panels quickly and reliably, optimizing marketing messages in time for Black Friday, saving time and money, and ensuring a broader audience for its key campaign message.

E.ON had to decide between two different promotional hooks: 'money-off' or 'up to X% off'. Usually, this would be achieved by using a live A/B test on two fully-built live webpages, but by working with UserZoom, using a timeout task on two prototypes, E.ON was able to quickly and economically perfect their marketing messaging so it was ready for Black Friday.

Time and costs saved through a faster testing process

Live A/B testing messages like this can be effective, but it also means creating two different landing pages, which means twice the development work, and the associated agency costs.

With UserZoom, the team was able to create, run and analyze an effective study in a very short amount of time.

Creating only one page also has SEO benefits, as it avoids having duplicate pages on the site.

About E.ON

Around 3.8 million people in the UK choose to get renewable energy from E.ON, the sustainable platform for Europe's green energy transition. With its leading energy infrastructure and customer solutions E.ON powers a healthier planet.

Industry

Energy

Region

Europe

Raise the profile of UX

The testing spoke for itself. It was quick to set up and run, easy to analyze, and gave a clear winner. The marketing team took the results on board, and a few days after Black Friday, presented their results to the whole department; crediting my research within their presentation. It really highlighted the impact such a simple project can have.

Eleanor Thraves

Digital UX Specialist

An alternative use for UserZoom

This example shows a valuable alternative use for UserZoom beyond pure UX projects, helping marketers find the messages which are most likely to appeal to their target audience.

Also, as the team is embedding UX research into E.ON, being able to show their impact in a different business area with a fast turnaround, helped to raise the profile of the team to the wider organization.

In the first 12 months of using UserZoom, the UX team has run 89 tests with 2,500 participants across a range of audience types. This has been a step-change in customer insight and widened knowledge through the business.

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