Project Board
Visual workflow showing projects across all phases
Visual workflow showing projects across all phases
Pre-Phase
I spoke with Zach about these. I am including all these ideas into one intake request becuase they're all related to One Click SWAP. I picked a brand for the intake but I am not partial to which brand(s) these would run on.Contentsquare deep dive reference document.NRG x CSQ - Swap_Renewal Analysis (May 26) (1).pdf1. Remove “Login to view more offers” from the offer page; offer login only in the PII mismatch errorHypothesis: Taking out the login link at the point of decision will keep more users in the renewal flow and raise conversion to the verification page.Control / Variant: Control keeps the current link. The variant removes it and adds a login link only to the error message shown when the last 4 SSN digits don’t match.Supporting data:15% of offer page visitors go to login, the second largest exit after leaving the site.The deck says users who go to login rarely come back to finish.Mobile users see the login link less often and convert better: 18% reach the verification page.Primary metric: Offer page → verification page rate (baseline 14%).Guardrail: 7.4% of offer page visitors finish through the standard swap flow instead. Keeping login in the error state should protect these users. Watch that this number doesn’t fall without One Click conversion rising to make up for it.2. Remove “Login to view more offers” from the verification pageHypothesis: Users who have passed the identity check are close to done. They have been presented this plan in the email and offer landing page, at this point they’ve provided PII and have provided enough intent to warrant ‘asking for the sale’ so we should keep them focused on completion. Taking out the login link removes the last way to leave the flow before submitting.Control / Variant: The link is present vs. removed.Supporting data:Same login findings as #1: a mid-flow login prompt interrupts momentum, and users rarely come back from it.Primary metric: Verification page → renewal submitted rate.3. Move the T&C checkbox to the top of the verification pageHypothesis: The Continue button sits in the top right but only enables once a checkbox at the very bottom of a long page is checked. Users who don’t scroll see a disabled button and nothing telling them why. Putting the checkbox next to the action should increase submissions.Control / Variant: The checkbox is at the bottom vs. directly above or next to Continue in the right rail.Supporting data: The deck has no direct data for this. It’s a layout and usability fix. Before launching, check scroll depth and rage-clicks on the disabled Continue button to confirm the problem. I believe the was another test that Megan ran that moved T&C to the top and it performed better.Primary metric: Verification page → renewal submitted rate.4. Remove the Early Access floating buttonHypothesis: The button competes with the renewal task, and a gray overlay that stays after the modal closes makes the page unusable for anyone who clicks the button. Remove the button, or at least fix the overlay, across all OCS pages. Only A/B the button’s presence afterwards if the Early Access team needs the data.Control / Variant: Leaving the Early Access button vs. removing.Supporting data: 43% of offer page visitors leave the site. Anything that adds a dead end makes that worse.Metric to track: Clicks on the button, and exits right after a click, compared to completion rates when it is not clicked and/or not present.5. Show current plan information alongside the offerHypothesis: Customers can’t judge whether the offer is a good deal without seeing what they pay now, so they leave to find out. Showing the current rate and term on the page should keep them in the flow.Control / Variant: The offer is shown alone vs. the offer with a current plan comparison (rate, term, and end date, ideally with the price difference).Supporting data:The deck recommends giving users context to compare. One option it lists is a direct price comparison (“This plan is, on average, X cheaper”).15% go to login, which is likely partly to compare plans.7.4% leave One Click and finish through the standard flow.Primary metric: Offer page → verification page rate.Secondary metric: Login click rate.Risk: If the offer costs more than the current rate, showing both could lower conversion. Segment results by whether the offer is cheaper or more expensive than the current plan. Maybe this is two tests or two segments to monitor (one where new price is same or less, and one where it’s higher than old plan and we can see if calling this out helps or hurts conversion rate).Consideration: We might not have a way to show this data here currently.6. Show recent usage on the offer pageHypothesis: Customers who log in tend to check their usage. Showing it on the OCS offer page, and using it for a personal monthly estimate, removes that reason to leave.Control / Variant: Current state only showing new plan offer vs. showing the customer’s prior monthly usage.Supporting data:15% leave for login and rarely come back.The deck doesn’t support the claim that “most who log in check usage”. Back it with post-login page data (logins from OCS → usage page) before the test, because that number is the case for this one.Primary metric: Offer page → verification page rate.Secondary metric: Login click rate.Consideration: We might not have a way to show this data here currently.
David BarronEvaluate whether a side-by-side comparison table improves customer understanding and comparison of traditional plans, Subscription plans, and Subscription + Comfort IQ offers on mobile.The current experience requires customers to expand and collapse individual plan cards to compare pricing, features, benefits, and plan details. The challenger introduces a compact two-column comparison layout with key differentiators visible by default, allowing users to compare multiple plans simultaneously and reduce scrolling and context switching. If we present plans in a side-by-side comparison table rather than stacked expandable cards, then customers will more easily understand and compare traditional plans, Subscription plans, and Subscription + Comfort IQ offers, resulting in faster decision-making and improved downstream conversion because key differences remain visible within a single view. Cathleen's Figma File: https://www.figma.com/design/BCtr9f9S0iXkiyPaBmotBz/HPT-000-%7C-REL-%7C-Resi-%7C-Plan-Table-Comparison?node-id=0-1
Evaluate whether lifestyle-focused hero imagery, stronger plan hierarchy, and more prominent plan customization options help customers better understand which plan is right for them.The challenger introduces lifestyle-based imagery, recommendation cues, and enhanced plan card hierarchy to help customers connect plan benefits with real-world usage scenarios. The goal is to make Subscription, Subscription + Comfort IQ, and traditional plans easier to interpret and compare based on household needs, not just price.If we introduce lifestyle-focused imagery and stronger plan hierarchy, then customers will more easily identify which plan best fits their needs, resulting in greater engagement with plan details and more confident plan selection because plan benefits become more tangible and personally relevant.Cathleen's Figma File: https://www.figma.com/design/6KwksPywAwI3EicJx01WkY/HPT-000-%7C-REL-%7C-Resi-%7C-Featured-Plan-Card-Imagery?node-id=0-1
Direct Energy currently has 17 different options above the fold on desktop that a customer could engage with upon initial page load. This choice overload could cause paralysis and a simplification of the website to remove the purple section and put more emphasis on the primary hero
Phase 1
Problem: Users experience decision fatigue when trying to compare multiple plans, which negatively impacts conversion rates. Validation research to confirm approach.
Problem: Users could avoid bill shock if they knew what the highest estimated bill could be throughout the year. Can we enhance monthily billing estimate to reflect the highest and lowest months as well as the average instead of calculating 500/1000/2000?
Creating more entry points to dedicated pages like Reliant on GME and DE that have more relevant plan offerings with promo codes is the focus around this experiment.
This test will evaluate a personalized product chart experience for customers who have identified themselves as movers (and potentially switchers) during the shopping journey.
If we personalize the product chart experience for movers with relevant messaging, a recommended offer, categorized plan groupings, and clearer visual explanations of plan benefits, then mover customers will be more likely to select a plan and complete enrollment because the experience reduces complexity and increases confidence during a high-intent life event.
Replace kWh tiered-by-usage pricing display on product chart plan cards with usage-based estimated monthly bill amount, using the kWh usage amount from the lowest priced tier.
IF we display an estimated monthly cost alongside each plan on the Product Chart, THEN users will be more likely to select a plan and progress into enrollment, BECAUSE a concrete monthly estimate reduces mental effort, anchors expectations, and increases confidence that the plan fits their budget.
Display usage-based bill estimates instead of usage-tiers cents per kWh pricing on Product Chart plan cards.
IF we display an estimated monthly cost alongside each plan on the Product Chart, THEN users will be more likely to select a plan and progress into enrollment, BECAUSE a concrete monthly estimate reduces mental effort, anchors expectations, and increases confidence that the plan fits their budget.
Fix the zero party data fields flow on the S&D LP.
If we progressively reveal each step of the form — service location only on load, then the conditional follow-up question(s) after a location is selected, then ZIP/address entry only after those questions are answered — then click-through from the landing page into the plans/quote flow will increase, because users can no longer interact with any field out of sequence, eliminating both the address-first entry pattern (3,161+ users/week) and any confusion from questions appearing below content the user has already scrolled past.
Phase 2
Add a Home Usage Estimator / calculator to product chart to allow users to meaningfully estimate/quantify their usage, and have that usage estimate feed into pricing display / estimated monthly billing / etc.
IF we add a home usage estimator to the product chart THEN we will see an increase in Enroll Start BECAUSE knowing your usage allows the user to calculate their estimated monthly bill and make a more confident decision.
PMG's suggested approach for the "Movers" theme for HPT-80 - see Figma for more details. This is basically applying that same logic but to the HP instead of just the S&D page.
IF we serve non-Texas homepage visitors mover-centric messaging that focuses on planning, understanding Texas energy markets, and "what to expect when you move", THEN non-TX users will progress further into the funnel during their session and in subsequent sessions, BECAUSE the homepage will align with their informational intent rather than pushing TX-specific switching actions they are not yet ready to take.
Iterate on HPT-227 to add all 3 tier price points estimated monthly bill (500, 1000, 2000)
IF we surface all estimated monthly prices THEN Enroll Start will increase BECAUSE users who have different monthly usage will more easily be able to scan price on product cards, increasing plan differentiation, pricing clarity and plan comparison.
Do SMB prospects prefer digital enrollment flow, or phone call based flow? Try starting off offering either flow and see which one gets more action.
IF we introduce a clear post-ZIP choice between “View Plans” and “Get a Quote / Call,” THEN more SMB users will select a path aligned with their readiness level, increasing total qualified actions across self-serve enrollment, quote submissions, and phone engagement, BECAUSE SMB users vary in purchase intent and may need either immediate plan comparison or assisted support before committing.
Customers needs a compelling reason to provide full address once they've reached product chart.
IF we add full address prompting using an estimated monthly bills positioning (enter full address to see estimated monthly usage)
Phase 3
Agile team is planning to redesign DE TX Product Chart to align with current design system and to reduce technical complexities to attempt to open up the page to front-end testing.
IF we redesign the product chart into a simpler, vertically scannable plan shopping experience by stacking plan cards, moving filters to the top, simplifying card content, improving price/rate presentation, adding clearer plan labels such as 90 Day Guarantee and Renter Friendly, and changing the CTA from “Select Plan” to “Enroll now,” THEN we expect more users to pick a plan and progress to enrollment starts at a higher rate, with a downstream lift in enrollment sales, BECAUSE users will be able to scan, compare, filter, and choose a plan with less interaction friction and clearer decision cues, especially on mobile where the current carousel makes plan comparison more difficult.
David BarronSean asked us to think about how we can make the site more like Turbo Tax. Turbo tax splits out decisions into multiple steps so this felt like a good step in that direction.
If we add a guided flow on the product chart, allowing users to input their preferences (like term length, monthly usage, and priorities) to filter plan options, Then users will more effectively find a plan that meets their needs, leading to an increase in enroll starts, Because the guided flow will reduce the overwhelming number of options and present personalized, highly relevant plan recommendations, thereby simplifying the decision-making process.
Re-engage abandoned TOS flow users to get them back into TOS flow easily.
If returning users with an incomplete TOS request are shown a 'Continue your request' modal and banner on the OAM dashboard, then the TOS restart rate will increase because it reduces the effort required to locate and resume the transfer flow.
Add DFW specific messaging for DFW-region traffic to win bigger share of DFW market.
If we tie zip code to specific city name, and message that on product chart, we will see a lift in ESR and PC CVR.
Phase 4
Evaluate the impact of introducing a progressive disclosure hero experience on the DE TX Prospect HP in order to determine whether earlier collection of customization inputs can be achieved without negatively impacting core acquisition funnel performance.
IF we add progressive disclosure zero party data experience within the DE TX Prospect HP hero experience, THEN we will increase the availability of customer attribute data needed to support earlier personalization, targeting, and optimization efforts, BECAUSE more visitors will provide the inputs through the progressive disclosure experience to tailor downstream experiences, AS LONG AS the new experience does not create meaningful degradation in product chart engagement, enrollment progression, or key acquisition KPIs.
Optimize SMB Landing Page to make it business-focused and reduce distracting paths away from primary goals of page.
IF we update the DE SMB LP to make the phone number in navigation match the main phone number for SMB leads & to make the primary nav CTA Request a custom quote instead of Shop Now,THEN users will be more likely to do the actions we actually want them to do based off of the SMB LP,BECAUSE the whole page experience will match the SMB user mindset as opposed to confusing it with a mix of residential mindset stuff.IF I AM RIGHT we will see an increase in quotes requested (both phone and quote form) from this page.
Allow users to enter custom values for a usage estimation that we can then use to update estimated monthly bill dynamically.
IF we allow users to enter their actual usage amount on product chart, THEN users will see estimated monthly pricing based on their actual usage (applied to all product cards), which will increase Enroll Start BECAUSE the estimate is based on real numbers, and not pre-defined 500/1000/2000 kWh usage
Utilize recent research findings to iterate on HPT-249 by adding additional plan guidance to support user's understanding of pricing structure, plan differentiation, and impact on bill forecasting.
IF we show the lowest kWh price tier, add the why for the recommendations and simplify what kWh tiers represent THEN we will see an increase to enroll start BECAUSE we will be advertising plans at their best usage rate, providing legitimacy to our recommendations, and meeting the user where they are on understanding price by kWh
Phase 5
Reliant HP launched making zero-party data questions required without validating or testing. Run a test by making them optional to quantify impact.
IF we remove the required fields to the Reliant prospect HP hero for zero party data, THEN we expect product chart views will increase, but enroll start will go down, BECAUSE users have to give less info to move forward, but with less info to personalize, we expect them to choose plans less.
Apply learnings from Reliant and other brand "streamlined OE" testing to the SMB digital enrollment flow. This is both a conversion experiment and a process experiment on how UX and engineering collaborate.
If we can make the SMB OE experience feel easier to complete through better UX structure, guidance, and presentation without reducing the number of required fields, then we expect higher completion rates, lower abandonment, and reduced time to complete enrollment, because the experience will feel faster, simpler, and less cognitively demanding.
Treat plan cards on product chart more like ecommerce "product variations", i.e. tshirt sizes, by consolidating all plans of the same type but different term lengths into one interactable plan card.
IF we consolidate multiple product variations into a single term-length-grouped list item with toggles for different term lengths, THEN users will find it easier to compare plans, make faster and more confident selections, and increase total enrollment starts BECAUSE it reduces cognitive overload, mirrors familiar eCommerce patterns, and highlights relevant differentiators within one location.
Add guided Zero Party Data experience to GME HP by introducing modals that show after ZIP code entry to gather that data and feed it into downstream analytics for segmentation, personalization, and High-Value segment identification.
If we introduce a personalized journey that asks targeted customer questions and highlights a recommended plan in the product chart (Variant), compared to showing only the standard non-personalized chart (Control), then we expect to see a higher Enrollment Start, because personalization reduces decision friction, provides tailored guidance, and aligns with sibling brand benchmarks (Reliant/Direct) where personalization has improved enrollment.
Phase 6
Iterate on Reliant MF Flextra LP testing to increase engagement, decrease bounce rate, and increase down funnel acquisition metrics.
If we iterate on changes made in HPT-195 by re-ordering the page content sections, removing unneeded content, and surfacing more engaging content to the user at the right time with other plans content and zip code CTAs throughout the page, then users will engage more directly the content on the page and gain more useful insight into our product offerings because we will be better matching their internal next best action throughout the experience of the page.
Isolate changes in prep for HPT-131
If we add a mobile‑only term length filtering enhancement to the Product Chart (building on exp‑35), then enrollment start conversions will increase, because isolating term length selection on mobile helps users identify suitable plans faster before re‑running broader sorting changes tested in HPT‑131.
Redesign the entire Online Enrollment flow to remove unnecessary fields, reorder and reduce the number of steps, and surface business-critical secondary signups via a post enrollment 'onboarding flow' via Confirmation Dashboard experience.
IF we streamline the GME enrollment flow by simplifying content, removing unnecessary fields, and consolidating steps into a single, task-focused experience, THEN we will see an increase in Enrollment Confirm rate, BECAUSE reducing cognitive load and distractions makes it easier for users to complete their primary task of signing up for service.
Problem: As we're nearing summer/high-cost months, Reliant would like to combat these high prices by de-emphasizing the pricing visually on the Product Chart, so there is less price shock.
IF we reduce the pricing font size THEN users will be more likely to start enrollment BECAUSE users will perceive the price as lower.
Show users usage-based esitmated monthly bill instead of tiered usage-based cents/kWh pricing on plan cards.
IF we display an estimated monthly cost alongside each plan on the Product Chart, THEN users will be more likely to select a plan and progress into enrollment, BECAUSE a concrete monthly estimate reduces mental effort, anchors expectations, and increases confidence that the plan fits their budget.If this hypothesis is correct, we should observe improved plan selection and downstream enrollment behavior without harming conversion quality.
Problem: GME OE Service address page - Address look up results are irrelevant and don't match user input causing frustration and leading to abandonment
If we split traffic 50/50 between the current single-field fuzzy address search and a new experience that separates "Street Address" and "Apt/Unit #" into distinct fields, then the Product Chart → Enrollment Start rate will increase because more precise input fields will reduce irrelevant search results, decrease user frustration, and lower abandonment on the service address step for GME OE customers.
Rerun of HPT-131 to make the mobile term length filter show up correctly (it was missing in 131).Giving users the ability to sort plans by lowest monthly price will reduce friction for cost-sensitive shoppers and improve enrollment conversions.
If we add additional sorting algorithms for products on the Product Chart, then enrollment start conversions will increase, because users will quickly identify the best plans without scrolling through all options.
Iterate on previous Reliant HP testing with GTM to further optimizations on entry paths and CTAs for HP traffic.
IF we move the personalized offers (home, renter, solar, phone) directly below the hero with clearer visual hierarchy, restore direct navigation to the original /search-for-plans branching experience for the primary pathways, and reduce above-the-fold distraction by moving reviews lower on the page, THEN we will increase high-quality Product Chart entry while stabilizing or improving downstream enrollment performance, BECAUSE users will encounter clearer next steps earlier in the homepage experience while maintaining access to the personalized enrollment pathway that previously supported stronger downstream conversion.
Hypothesis: If we streamline the OE flow by removing non-essential steps and introduce a redesigned confirmation dashboard experience,then users will be more likely to complete enrollment (increase EC conversion rate) and take downstream actions,because reducing friction and simplifying decision-making will improve completion rates, while a clearer, more actionable confirmation experience will increase post-enrollment engagement. Primary Goal: Enroll Confirm Secondary Goal(s): All OE funnel metrics-step cvr rates, funnel completion, exit rates by page Confirmation page actions -account creation, VHE Average time to complete enrollment Brand: DE Property: OE & Confirmation Dashboard Work Type: A/B Priority Score: n/a Linked Project ID: HPT-321 Program App Link: https://cmp.optimizely.com/cloud/hypothesis/69f3b9fa87b89b9dfc3aa6c8?activeTab=fields&contentTabGuid=6a0dddc85c538f3fd436e4ae&activeRightPaneTab=workflow Stakeholder(s): Mamtha/Stephen Related Research: Many previous experiments and data to inform this decision. See list of marvin insights below: HPT-14HPT-138HPT-158 Problem: The current Direct Energy online enrollment (OE) experience has accumulated non-essential steps and interruptions over time, increasing friction and cognitive load during signup. This likely reduces progression through the OE funnel and lowers overall Enrollment Confirm conversion rates. Note: Tagging Guidance Required Tags: Brand (choose one): Reliant | GME | DirectEnergy | Cirro | DPTX | CrossBrand Lifecycle (choose one): Acquisition | Retention | SMB Theme (choose one): TBD Work Type (choose one): AB Test, Personalization, Research Optional Tags: Quarter (recommended): Q1-2026 | Q2-2026 | Q3-2026 | Q4-2026 Example Tags: Reliant, Acquisition, Experiment, Q3-2026 Example titles: AB-042 — Reliant Homepage Hero A/B Test RES-107 — GME Checkout Flow Accessibility testing PZN-088 — Direct Energy SMB Landing Page Personalization RES-014 — Reliant Usability Study — Checkout Flow
If we streamline the OE flow by removing non-essential steps and introduce a redesigned confirmation dashboard experience,then users will be more likely to complete enrollment (increase EC conversion rate) and take downstream actions,because reducing friction and simplifying decision-making will improve completion rates, while a clearer, more actionable confirmation experience will increase post-enrollment engagement.
Problem: The language on the DE OAM HBE Flow is misleading and unclear. Users are confused about pricing structure, benefits they receive for signing up, and other requirements / conditions of the offer.
If we update the copy in OAM to explicitly highlight that the thermostat, doorbell camera, and installation are free, then this will increase customer enrollments in the HBE process because it reduces perceived cost barriers and increases the perceived value of the offer. If I am right, we should see an uptick in HBE enrollment / scheduling.
Problem: We will be launching a limited time offer plan on Reliant from May 25 to June 24 with a large bill credit and a long term length (up to $1k and 60 months). We need to help drive engagement, enroll starts, and enrollments on this plan while it is live.
If we add a countdown to the HP and S&D pages for S&D traffic & Mover traffic specifically, THEN we will be creating urgency and promotional exposure to the Movers LTO, BECAUSE users will be more exposed to it with the implication of time based urgency.
If we update the copy to highlight the benefits of using an SSN, then more customers will choose SSN over Driver's License, because they'll understand it improves their approval chances and reduces deposits.
Problem: Generic CTAs on plan tiles do not communicate the plan's key benefit at the point of choice. This can create friction and indecision, lowering click‑through to Enroll Start from the Product Chart.
If we replace generic CTAs on two focus plans with concise, value‑prop‑specific CTAs, then more users will click into the plans (Enroll Start) and proceed to verification/confirm, because clear benefit framing reduces cognitive load and increases perceived relevance at the moment of selection.
Problem: The current confirmation page is confusing and lacks clear guidance on what to do after enrollment. Many customers don't realize that their enrollment isn't complete if they have outstanding holds. As a result, customers often abandon the process before paying their deposit or verifying their ID, leading to lower hold-clearance rates and delayed service starts. IF we introduce a more guided confirmation page that clearly highlights next steps—especially how to pay deposits and complete ID verification—THEN more customers with Deposit and POSID holds will successfully clear their holds BECAUSE the improved design reduces confusion, highlights required actions, and helps customers complete post-enrollment tasks without leaving the flow.
IF we introduce a more guided confirmation page that clearly highlights next steps especially how to pay deposits and complete ID verification THEN more customers with Deposit and POSID holds will successfully clear their holds BECAUSE the improved design reduces confusion, highlights required actions, and helps customers complete post-enrollment tasks without leaving the flow.
Problem: The prior 3-arm test diluted traffic and produced inconclusive results. To get a cleaner read, we are simplifying to a direct A/B comparison of two product chart designs:
IF we test the simplified product chart design against the current control layout,THEN we expect an increase conversion rate to enrollment startsBECAUSE the redesigned page uses clearer visual hierarchy (labels like "Most Popular," "Renters' Choice," "Night Owl Savings"), simplified copy, and added benefit callouts that make it easier for customers to compare plans and feel confident in their choice.
We are planning to launch 7M term plans of those 9M term plans we ran in September and would like to use the same 'Limited Time Term Plan' messaging again.
We are planning to launch 7M term plans of those 9M term plans we ran in September and would like to use the same 'Limited Time Term Plan' messaging again.
Hypothesis: If we directly address the benefit of inputting your SSN over your DL (i.e., the deposit is waived), then users will be more likely to input their SSN because it clearly communicates why it’s the better option, reducing hesitation and uncertainty in the moment. Primary Goal: SSN share = SSN / (SSN + DL) % of users that select SSN over DL and advance to Start Date page Secondary Goal(s): Deposit Rate Brand: Reliant Property: OE Work Type: A/B Priority Score: [ICE or team scoring result] Linked Project ID: HPT-192 Program App Link: https://cmp.optimizely.com/cloud/hypothesis/68f257956436e16c55c27b17?activeTab=brief&contentTabGuid=69433e2ca6a830e761e256bb&activeRightPaneTab=workflow Stakeholder(s): N/A Related Research: We ran a test recently (HPT-20) that encouraged users to input their SSN over Driver's License. Copy was added that said "This information will be used to perform a utility soft credit check to assess whether a deposit is required. It does not affect your credit score. For best results, we recommend providing your Social Security Number. Your information is secure and Reliant does not store, use or sell any personal information collected." Additionally, the toggle design between SSN and DL was changed to two separate options and a 'Recommended' flag/callout was added next to SSN option. While this test had positive results, we want to continue testing by more directly addressing the benefit behind users inputting their SSN vs. their DL. We hope to reduce customer's learning curve and increase conversion. Problem: We ran a test recently (HPT-20) that encouraged users to input their SSN over Driver's License. Copy was added that said This information will be used to perform a utility soft credit check to assess whether a deposit is required. It does not affect your credit score. For best results, we recommend providing your Social Security Number. Your information is secure and Reliant does not store, use or sell any personal information collected.
If we directly address the benefit of inputting your SSN over your DL (i.e., the deposit is waived), then users will be more likely to input their SSN because it clearly communicates why it's the better option, reducing hesitation and uncertainty in the moment.
Problem: Why we're testing:
IF we make the Continue button sticky on mobile on the Verification page, THEN the click-through rate to the Confirmation page will increase, BECAUSE users will have persistent visibility and easier access to the primary call-to-action, reducing friction in progressing through the flow.
We are planning to launch 7M term plans of those 9M term plans we ran in September and would like to use the same 'Limited Time Term Plan' messaging again.
Problem: Users are unaware of the 90 day free to change plan policy and fear getting locked into a plan that turns out now to be right for them.
IF we provide clearer copy related to the 90 day free to change policy on product chart, THEN plan click-throughs will increase BECAUSE pertinent details won't be missed, and the specificity will build credibility to move forward in their experience.
Problem: Users fear getting locked in to the wrong plan
IF we provide clearer copy related to the 90 day free to change policy on product chart and address entry page, THEN plan click-throughs will increase BECAUSE pertinent details won't be missed, and the specificity will build credibility to move forward in their experience.
Problem: The current Personal Information step in Discount Power's Online Enrollment flow presents multiple required fields on a single, lengthy page. This layout increases cognitive load and perceived effort, leading to higher abandonment before customers reach the deposit or start-date confirmation steps. Users often feel "stuck" or overwhelmed by the density of required inputs, particularly on mobile.
IF we break the long Personal Information form into three sequential, digestible pages,THEN users will experience reduced cognitive load and friction, leading to higher completion rates through theenrollment funnel,BECAUSE smaller, guided input chunks make data entry feel easier and more achievable, especially for users who hesitate or drop during lengthy form interactions.
Problem: Cirro's homepage is the highest-traffic entry point for acquisition. Currently, users must enter their ZIP code to begin shopping, with no alternative action visible. Leadership wants to explore whether surfacing a phone number CTA at this step can capture incremental leads. The concern is that it could cannibalize digital progression to the Product Chart. The test must confirm that adding the phone CTA does not significantly harm online flow while measuring incremental call volume.
IF we add a prominent phone CTA directly below the ZIP code entry on the homepage,THEN call initiations to the sales center will increase while homepage to Product Chart progression remains stable (non-inferior),BECAUSE some prospects prefer speaking to a live agent at the start of their journey while others will continue through the digital enrollment flow. While there is a possibility digital sales could decline, prior testing suggests this risk is low.
Problem: Users on the /verify page lack contextual reassurance about the benefits of enrolling, contributing to drop-off before hitting "Submit Enrollment."
Displaying a clear value proposition (e.g., "Lock in today's rate and simplify billing setup") adjacent to the Submit button will increase the percentage of users who click Submit Enrollment on both English and Spanish variants.
Problem: The Reliant AWS landing page attracts a mix of both high-intent (lower-funnel) and research-phase (upper-funnel) users via organic search. However, the current page layout prioritizes informational and brand content before the key transactional component—the Compare Electricity Plans Product Chart module. ContentSquare data shows this module receives only ~8.4% exposure and very low engagement, despite being a critical entry point into the conversion funnel. This suggests we may be under-leveraging the page's ability to convert upper-funnel users by not surfacing plan comparisons earlier.
If we reposition the Product Chart module higher on the AWS page—closer to the hero section—we will increase visibility and interaction from mid- and upper-funnel users, resulting in higher Product Chart Views (PCVs) and increased funnel entry without negatively impacting the experience for high-intent users.
If we update the copy to highlight the benefits of using an SSN, then more customers will choose SSN over Driver's License, because they'll understand it improves their approval chances and reduces deposits.
Problem: Customers can enter either a Social Security Number (SSN) or Driver's License for credit checks. We get more successful credit hits with SSNs, leading to fewer required deposits. However, many users prefer Driver's Licenses for privacy reasons. It's unclear if better copy encouraging SSN use could shift behavior without hurting form completions.
If we update the copy to highlight the benefits of using an SSN while leaving the UX simple and the same, then more customers will choose SSN over Driver's License, because they'll understand it improves their approval chances and reduces deposits.
Problem: The current Green Mountain Energy homepage introduces friction into the user journey. Heuristic analysis identified key issues: static, unengaging imagery; weak or missing social proof; oversized hero content that buries key CTAs; scattered message hierarchy; and poor visual cues (e.g., alert colors near purchase paths). These may reduce user trust, engagement, and willingness to explore plans.
If we redesign the homepage to feature electricity products, stronger social proof, focused messaging, and improved CTA clarity, then users will be more likely to engage with product exploration paths (such as product chart views and plan enrollment), because the experience will appear more trustworthy and easier to navigate.
Problem: The DP Product chart does not clearly recommend specific plans to users so users can feel overwhelmed by the options.
If we create a design that calls out 3 recommended plans, then users will be more likely to enroll in those plans.
Problem: Currently, the deposit step presents "Pay Now" and "Pay Later" as equal weight buttons. This visual parity may overemphasize "Pay Later," leading more users to select it even when it's not in their best interest resulting in a higher volume of enrollments with deposit holds. These holds can introduce friction, delay service activation, and increase operational overhead. To mitigate this, we are testing a revised design where "Pay Later" is visually deprioritized as a simple text link, guiding more users toward the standard "Pay Now" flow.
If we change the "Pay Later" option from a button to a less prominent text link, then fewer users will select it during enrollment, because reducing its visual prominence will discourage low-commitment selections that lead to deposit holds.
IF we implement a redesigned, consistent, fixed/sticky-mobile UI for the header navigation experience for desktop and mobile users to prompt them towards various primary desired intended actions like phone calls, signing up, signing in to OAM,THEN users will have clear prompting towards desired actions through consistent UI placement to drive various KPIs. IF I AM RIGHT we should observe an increase in flow rate from HP and across the WWW site into specific flows via these new UI entry points, the creation of phone calls for our sales team leading to new re-captured phone sales, and better user satisfaction metrics across the GME WWW website experience.
Hypothesis: By changing the Call-to-Action (CTA) button text from See Plans to See Pricing and prominently displaying the statement Transparent Pricing. No Hidden Fees. Ever. within the hero section, we will increase the number of users pathing to the product chart.
Problem: The existing OE Personal Info page may introduce friction due to field complexity, layout, or perceived cognitive load. We hypothesized that streamlining the experience could reduce drop-off and increase conversion to the next step.
If we reduce the number of complex items and distracting elements on the OE Personal Info page, then we will increase downstream conversion in OE flow and reduce drop-off because users will be more focused and less distracted.
Problem: Users are not presented with multiple pricing options when selecting a plan during the swap process in Online Account Management (OAM). This may limit their ability to compare and select a plan aligned with their usage, potentially resulting in lower swap conversion rates and premature exits from the page.
If we display all three price points (e.g., 500, 1000, and 2000 kWh) on the SWAP product chart, users will better understand how their usage impacts pricing. This improved clarity will increase trust and engagement, leading to a higher rate of SWAP confirmations and starts.
Problem: The current PI page is a long, dense form that increases cognitive load and creates field-level friction, causing mid-form drop offs before progressing to Start Date.
IF we break the long Personal Information form into three shorter form pagesTHEN more users will complete the PI step and reach the next step (Plan Start Date),BECAUSE chunking reduces cognitive load and perceived effort, especially on mobile.
Problem: The current enrollment form (Control) presents all personal information fields on a single, scroll-heavy page. This creates cognitive overload, especially on mobile, and increases friction during form completion.
IF we convert the long scrolling page into multiple pages that are easily digestible, THEN customers will progress to the next page in journey and potentially complete enrollment faster BECAUSE the inputs that the customer is being asked to enter is quick to complete without scrolling.
Hypothesis: IF we update plan names and descriptions to be more informative and descriptive THEN energy plan sign ups will increase BECAUSE users will better understand the options available and feel more confident in their choice. Primary Goal: [e.g. Increase CTA click-through rate] Secondary Goal(s): Enroll Start Brand: GME Property: Product Chart Work Type: A/B Priority Score: n/a Linked Project ID: HPT-154 Program App Link: https://cmp.optimizely.com/cloud/hypothesis/68dd50fb1f21eab0eefb24dd?activeTab=fields&contentTabGuid=68fa9273f50d66f5be1df718&activeRightPaneTab=workflow Stakeholder(s): Further Related Research: The names for plans were found to be unintuitive in a usability study. This is obviously a critical part in the decision journey where clarity is key. Problem: The names for plans were found to be unintuitive in a usability study. This is obviously a critical part in the decision journey where clarity is key.
IF we update plan names and descriptions to be more informative and descriptive THEN energy plan sign ups will increase BECAUSE users will better understand the options available and feel more confident in their choice.
Hypothesis: If we broaden page messaging, shorten and simplify the hero, increase ZIP CTA visibility, add social proof under the ZIP code, and surface FAQs higher to address common objections, then bounce rate will decrease and engagement with the product chart will increase. Primary Goal: Product Chart View Secondary Goal(s): Enroll Start, Enroll Verify, Enroll Confirm Brand: Reliant Property: Landing Pages - Flextra Credit MF LP Work Type: A/B Test Priority Score: 30 Program App Link: https://cmp.optimizely.com/cloud/taskv3/68ffc5e90c3b3f0b1e4c00db Stakeholder(s): Lauryn Cannella, Eden Wallace, Katy Tichavsky Problem: 85% High bounce / low engagement on mid-funnel info page.
If we broaden page messaging, shorten and simplify the hero, increase ZIP CTA visibility, add social proof under the ZIP code, and surface FAQs higher to address common objections, then bounce rate will decrease and progression to the product chart will increase.
Hypothesis: If we simplify the page layout and copy, lead with Flextra while clearly signaling other plan options, remove or relocate legal disclaimers below the fold, and make content more scannable with concise messaging, then we will reduce bounce rate and increase progression to product chart and enrollment start rates. Primary Goal: Product Chart View Secondary Goal(s): Enroll Start, Enroll Verify, Enroll Confirm Brand: Reliant Property: Landing Pages - Flextra Credit UF LP Work Type: A/B Test Priority Score: 30 Program App Link: https://cmp.optimizely.com/cloud/taskv3/68ffc961880b14adb4b02709 Stakeholder(s): Lauryn Cannella, Eden Wallace, Katy Tichavsky Problem: The Flextra Credits Plan lower-funnel page shows a 90% bounce rate and limited progression beyond the hero. Visual clutter and excessive copy density dilute focus on conversion actions. The heavy legal disclaimers, detailed copy blocks, and single-plan framing reduce clarity and make the experience feel complex and restrictive rather than action-oriented. Users may not realize they can explore other plan options before committing.
If we simplify the page layout and copy, lead with Flextra while clearly signaling other plan options, remove or relocate legal disclaimers below the fold, and make content more scannable with concise messaging, then we will reduce bounce rate and increase progression to product chart and enrollment start rates.
Problem: The orange wave under the hero takes up too much room. I want to test removing it from all shop pages, on all devices.
Removing the orange wave will bring more shopping content closer to the top of the page, allowing users to engage with it sooner, thus improving their experience.
IF we add personalization to the DE Product chart to update the phone numbers to TFNS dynamically based upon in-place sid dynamic tracking,
IF we replace the existing fuzzy address lookup with stricter, more precise address matching on the OE service address page, THEN users will be more likely to successfully select their address and continue into enrollment, BECAUSE accurate, recognizable results reduce cognitive friction, eliminate error-recovery loops, and reinforce trust during address validation.
Problem: HPT-193 demonstrated that removing "Verification / ID Verification / Credit Check" from the remaining steps indicator reduced early-funnel exits and increased progression through the first several enrollment steps.
If we keep the simplified remaining-steps indicator from HPT-193 and clarify the final step as both actionable and final ("Verify & Complete"), then users will progress through early steps at higher rates and complete enrollment more often by reducing confusion at the Verify step.
Hypothesis: IF we add a HP Hero phone call CTA and an emphasized phone call button CTA to the navigation on DE HP, THEN users will be more likely to use this to call the call center BECAUSE it is a clearer prompt to get them to consider calling to sign up. IF I AM RIGHT we should see an increase in phone call volume across the DE site, which will also lead to increased phone call conversions. Primary Goal: Product Chart Views Secondary Goal(s):Enroll StartEnroll VerifyEnroll Confirm Brand: DE Property: WWW - homepage Work Type: A/B Program App Link:https://cmp.optimizely.com/cloud/hypothesis/6977a3ace22815ff3fd87cf4?activeTab=fields&contentTabGuid=69d3c10ff7d272f49bf482d0&activeRightPaneTab=workflow Stakeholder(s): Mandy Borrego, Chris Conner
IF we add a HP Hero phone call CTA and an emphasized phone call button CTA to the navigation on DE HP, THEN users will be more likely to use this to call the call center BECAUSE it is a clearer prompt to get them to consider calling to sign up.
Hypothesis: If we implement a redesigned deposit assessment experience that clearly presents payment options, next steps, and supportive messaging, Then deposit-assessed customers will progress through the deposit step at a higher rate, leading to an increase in overall enrollment conversion, Because reducing confusion around payment methods and simplifying the enrollment journey addresses the primary friction points that currently cause abandonment. Primary Goal: Enroll Verify Secondary Goal(s): Enroll confirm Brand: Reliant Property: OE | Deposit Page Work Type: A/B Priority Score: 30 Program App Link: https://cmp.optimizely.com/cloud/hypothesis/69bac1de685c591ecb8d28c6?activeTab=fields&contentTabGuid=69d3c5ea5fca51cc4b96d97e&activeRightPaneTab=workflow Stakeholder(s): Stephen Cooper, Caleb Carr, Carly Pham Problem: The current deposit experience does not clearly present the available deposit payment options or the different ways customers can proceed with enrollment after being assessed a deposit. As a result, customers may incorrectly assume that immediate payment is their only option.
If we implement a redesigned deposit assessment experience that clearly presents payment options, next steps, and supportive messaging, Then deposit-assessed customers will progress through the deposit step at a higher rate, leading to an increase in overall enrollment conversion, Because reducing confusion around payment methods and simplifying the enrollment journey addresses the primary friction points that currently cause abandonment.
Problem: All participants understand what a deposit is and why it exists, but 67% found them to be a burden and frustrating. The language in use currently frames deposits as a penalty that users are to blame for, and the CTA language create misunderstanding about how the process works and what next steps are, creating the desire for customers to abandon and shop around for providers who won't assess deposit needs, which never works since deposit assessment is a standard practice.
IF we acknowledge the burden in messaging, remove language that frames deposits as a penalty that the users are the blame for, and clarify the process being standard procedure across providers with a clearer CTA to display how the process worksTHEN we expect to see an increase in Enroll Completion and a decrease in deposit step exitsBECAUSE users will feel more clarity and more understood about why they are in this process and how the process works.
Hypothesis: IF we change the CTA copy to "Continue" & add a Back btn THEN we will see an increase in Verify -> Confirm Rate BECAUSE we keep the same level of commitment on every step throughout the OE flow, including the step before completion Primary Goal: Verify → Confirmation CVR Secondary Goal(s): TBD Brand: GME Property: OE Verify Page Work Type: A/B Program App Link: https://cmp.optimizely.com/cloud/hypothesis/6a568c734a72216dc5bfefbe?activeRightPaneTab=workflow Stakeholder(s): Mamtha Reddy, Stephen Cooper Problem: Users go from an easily fixable and low stakes next step, straight into a non-reversible submit scenario on the Verify page. The moment before a user is about to commit, we add unneeded anxiety and a slight change in tone, which erodes trust right at the finish line.
IF we change the CTA copy to Continue & add a Back btnTHEN we will see an increase in Verify -> Confirm RateBECAUSE we keep the same level of commitment on every step throughout the OE flow, including the step before completion
Problem: Users who enter their full address on the Reliant "Shop & Enroll" landing page are significantly more likely to begin enrollment compared to those who only enter their zipcode.
IF we add supportive text and visual cues (such as colors or highlights) that make entering a full address appear as the recommended option,THEN we will see an increase in the number of users who input their full address,BECAUSE users will recognize that providing their full address gives them a more accurate and tailored experience.
IF we require customers to enter their full address instead of only ZIP code before showing pricing and plan options,THEN we will increase product chart views and downstream metrics enrollment confirms,BECAUSE full address entry signals higher intent, enables more accurate plan eligibility and personalization, and filters out low-intent visitors earlier, leading to more qualified traffic progressing deeper into the funnel.
Problem: The GME Product chart does not clearly recommend specific plans to users so users can feel overwhelmed by the options.
If we create a design that calls out 3 recommended plans, then users will be more likely to enroll in those plans.
Hypothesis: IF we add the "Recommended Plans" layout to the Product Chart, THEN users will be more likely to choose one of those plans and continue to next step, BECAUSE they feel like we are making personalized recommendations for their use-case and they will have less decision fatigue. IF I AM RIGHT we will see an increase in enrollments on the 3 top ranked plans (that show up in recommended plans section) without decreasing down funnel metrics (enroll start, verify, confirm). Primary Goal: Enroll Start Secondary Goal(s): Step CVR metrics & Product Chart exit rate Brand: GME Property: Product Chart Work Type: A/B Priority Score: n/a Linked Project ID: HPT-297 Program App Link: https://cmp.optimizely.com/cloud/hypothesis/698cf3f91717eab14e754d96?activeTab=variation&contentTabGuid=69baf4594212fe67d51da7fa&activeRightPaneTab=workflow Stakeholder(s): Mamtha/Stephen Related Research: Run second follow up to HPT-56 that tests HPT-148 winner (current production) against recommended plans added view as planned. Note: Tagging Guidance Required Tags: Brand (choose one): Reliant | GME | DirectEnergy | Cirro | DPTX | CrossBrand Lifecycle (choose one): Acquisition | Retention | SMB Theme (choose one): TBD Work Type (choose one): AB Test, Personalization, Research Optional Tags: Quarter (recommended): Q1-2026 | Q2-2026 | Q3-2026 | Q4-2026 Example Tags: Reliant, Acquisition, Experiment, Q3-2026 Example titles: AB-042 — Reliant Homepage Hero A/B Test RES-107 — GME Checkout Flow Accessibility testing PZN-088 — Direct Energy SMB Landing Page Personalization RES-014 — Reliant Usability Study — Checkout Flow
IF we keep the Product Chart in the "No Recommended Plans" layout and do not add "Recommended Plans" framing (module/labels), THEN Enrollment Starts will be equal to or higher than a version that adds "Recommended Plans" framing, BECAUSE recommendation cues can increase cognitive load and perceived steering, which can reduce commitment and slow plan selection.
Hypothesis: IF we reduce the pricing font size THEN users will be more likely to start enrollment BECAUSE users will perceive the price as lower. Primary Goal: Enrollment Starts Secondary Goal(s): Enroll Verify, Enroll Confirm Brand: DE Property: Product Chart Work Type: A/B Test Priority Score: 30 Program App Link: https://cmp.optimizely.com/cloud/hypothesis/69937de833edbf3140444ac2?activeTab=variation&contentTabGuid=69b08ee5c3f049beee082e13&activeRightPaneTab=workflow Stakeholder(s): Sean Ali, Chris Conner, David Barron Problem: As we're nearing summer/high-cost months, DE would like to combat these high prices by de-emphasizing the pricing visually on the Product Chart, so there is less price shock.
IF we reduce the pricing font size THEN users will be more likely to start enrollment BECAUSE users will perceive the price as lower.
Hypothesis: IF we reduce the pricing font size THEN users will be more likely to start enrollment BECAUSE users will perceive the price as lower. Primary Goal: Enrollment Starts Secondary Goal(s): Enroll Verify, Enroll Confirm Brand: GME Property: Product Chart Work Type: A/B Test Priority Score: 30 Program App Link: https://cmp.optimizely.com/cloud/hypothesis/69976bbff87570dd0fa5e09b?activeTab=fields&contentTabGuid=69b18c98b542d2d436718c8b&activeRightPaneTab=workflow Stakeholder(s): Sean Ali, Chris Conner, David Barron Problem: As we're nearing summer/high-cost months, GME would like to combat these high prices by de-emphasizing the pricing visually on the Product Chart, so there is less price shock.
IF we reduce the pricing font size THEN users will be more likely to start enrollment BECAUSE users will perceive the price as lower.
Problem: Most users only see Deposit only as an option, but there is no default selection on the deposit page, adding an unnecessary step for users to click the (only) option and thus enable the CTAs to proceed.
IF we preselect the only available deposit payment option by default, THEN deposit payment submissions will increase, BECAUSE users no longer need to manually select the required option before the CTA becomes available.
Hypothesis: If we reprioritize and place the home profile questions before the zip input field, then there is a higher propensity for users to answer one or both questions, because the flow will make more sense in a way that encourages users to provide those answers, and they will be less likely to scan right past it after entering zip code. If I am right, we should see an increase in product chart traffic from this page that has answered the home profile questions. Primary Goal: Increase in answers to questions for users hitting product chart Secondary Goal(s): product chart views, enroll start, enroll verify, enroll confirm Brand: Reliant Property: WWW Search for Plans Work Type: A/B Priority Score: 21 Program App Link:https://cmp.optimizely.com/cloud/hypothesis/69dd432440fee4112249bf57?activeTab=fields&contentTabGuid=6a286736f76b760454c532ca&activeRightPaneTab=workflow Stakeholder(s): Vivek Chittur, Carly Pham, Sean Ali Problem: Not enough people are answering the question if they they are moving or switching, because it is optional, and listed below the address entry field. It is easy to miss the extra fields since once users enter zip or address, the CTA button becomes active, drawing attention right past the fields. This is problematic because it decreases the amount of product chart traffic that is self identified as mover vs switcher.
If we reprioritize and place the home profile questions before the zip input field, then there is a higher propensity for users to answer one or both questions, because the flow will make more sense in a way that encourages users to provide those answers, and they will be less likely to scan right past it after entering zip code. If I am right, we should see an increase in product chart traffic from this page that has answered the home profile questions.
Problem: Users reviewing electricity plans often encounter choice overload and friction when comparing options. Current chart does not allow sorting by lowest monthly price, which forces cost sensitive shoppers to manually scan and compare. This creates decision fatigue, increases bounce/drop-off, and lowers enrollments.
If we add additional sorting algorithms for products on the Product Chart, then enrollment start conversions will increase, because users will quickly identify the best plans without scrolling through all options.
Hypothesis: IF we introduce a sticky call to action (CTA) on the homepage that remains visible as users scroll, THEN we should experience an increase in enrollments and quote starts BECAUSE persistent visibility reduces friction, keeps the next step always available, and has shown positive lift in sales and progression metrics across multiple prior experiments. Primary Goal: Product Chart Views Secondary Goal(s): Enrollment Start, Enrollment Confirm, Shop For Electricity Page (where the new CTA will link) Brand: GME Property: WWW - HP Work Type: A/B Test Priority Score: 21 Program App Link: https://cmp.optimizely.com/cloud/hypothesis/68e542e672325faf2e9199e8?activeTab=fields&contentTabGuid=69c6b3993c32960eda0aa2d0&activeRightPaneTab=comments Stakeholder(s): n/a Related Research: (GoodUI Pattern #41, 21 tests, median +4.9% across primary outcomes) - https://goodui.org/patterns/41/ Problem: Users landing on the homepage are exposed to multiple competing secondary CTAs and informational elements as they scroll. As a result, the primary next step is not consistently visible when intent is highest. Users can become distracted, lose momentum, or disengage before taking action because they must re-orient themselves to find the primary CTA again. This creates unnecessary friction in the decision flow and likely suppresses enrollment and quote-start rates, despite users demonstrating initial interest.
IF we introduce a sticky call to action (CTA) on the homepage that remains visible as users scroll, THEN we should experience an increase in enrollments and quote starts BECAUSE persistent visibility reduces friction, keeps the next step always available, and has shown positive lift in sales and progression metrics across multiple prior experiments (GoodUI Pattern #41, 21 tests, median +4.9% across primary outcomes).
Problem: The Reliant OE flow has become very bloated with secondary business initiatives, superfluous fields for users to enter, and distracting UX elements that take away from user's attention and focus on completing their enrollment.
If we create a new streamlined OE experience that is very lean and focused on conversion, then users will be less distracted and more likely to complete their sign up, because there will be fewer fields, fewer pages, and less thinking involved to complete the sign up process. If I am right, we should see a sharp increase in down funnel conversion metrics (enroll confirms, enroll starts) for the test population.
IF we make various changes listed below THEN we will see an increase in enroll starts BECAUSE we will add clarity and bring light to more important aspects of the page.
IF we dynamically update landing page copy to align with the thematic ad group (Movers, Conquesting, Localized/DMA, Flextra) that the user originated from using URL parameters provided by PMG in the ad link,
Problem: Currently, the Reliant SWAP product chart in the Online Account Management (OAM) portal only displays the average price based on 2,000 kWh of monthly usage. This creates confusion for customers with lower or higher usage, obscuring the potential value of bill credits and making it difficult to evaluate plan suitability.
If we display all three price points (e.g., 500, 1000, and 2000 kWh) in the SWAP product chart, users will gain a clearer understanding of how their personal electricity usage affects pricing and credits. This increased pricing transparency will enhance user trust and engagement, leading to a measurable increase in SWAP confirmations and starts.
IF we optimize Reliant's desktop search page THEN plan views and calls will increase BECAUSE the improvements create a clearer and more engaging user experience.
Problem: Credit check is explicitly called out as a remaining step during online enrollment. This is misleading and might be a deterrent for some users.
Removing the credit check step from the remaining steps indicator will increase the percentage of users who advance to the next step. Particularly the steps that come before the credit check. This will lead to an overall higher CVR for Reliant OE.
If we trigger a containment modal that presents a relevant value proposition and prompts users to continue when they attempt to abandon enrollment, then Open Enrollment fallout will decrease and conversion rate for this segment will increase, because timely reinforcement of value and friction reduction at the point of exit can recover high-intent users who might otherwise drop off.
If we personalize the journey from the search LP to the product chart then we will see an increase in plan selection rate because renters and homeowners will see plans and content specifically related to their needs.
Problem: Only 90% of users submit enrollment on the verification page. We have an organizational goal of a 95% verification page CVR.
By redesigning the verification page to lead with the submit enrollment step and adding a link for the full T&Cs, we will increase the percentage of users who successfully complete this step, therefore increasing the verification page conversion rate.
Problem: We currently default to showing 2k kWh pricing tier average pricing on product chart for all products, even if that price is higher than another pricing tier.
IF we show the lowest possible pricing by defaulting to the lowest priced pricing tier for each plan on product chart, THEN users will more fully understand which plans are better for their usage level & budgetary concerns BECAUSE they will see how each plan is tailored to different usage patterns by having different pricing per usage tier. IF I AM RIGHT, then we should see an increase in down full enrollment metrics because users will be more confident in selecting a product that fits their needs.
Hypothesis: If we introduce a more guided confirmation page experience that makes it easier for customers to clear Deposit and POSID holds, then we will increase the flow rate for customers with Deposit and POSID holds. Primary Goal: Pay deposit / bound completion rate. Secondary Goal(s): Confirmation Page Exit Rate Identify Verify Initiation Rate (session) – start of Mitek flow from confirmation. OAM Account Creation Completion (session) – registration success event. VHE Add + Schedule Completion (add to account and completed scheduler submit.) These are two separate steps, and we will need to track both. Task Latency: time from confirmation to first required action (deposit submit / POSID start / OAM create / VHE schedule). I am not sure if AA or Optimizely can track time to first action. The user gets to the confirmation page, and how long it takes before they interact with the page (after loading). Brand: GME Property: OE Confirmation Page Work Type: A/B Test Priority Score: 27 Program App Link: https://cmp.optimizely.com/cloud/hypothesis/6967cad2e7692f5cdb1d2a01?activeTab=fields&contentTabGuid=69de9b7961fafe8cdfd9e032&activeRightPaneTab=workflow Stakeholder(s): Stephen Cooper, Mamtha Reddy
Problem: Improve the Reliant TDSP Webpage Design
If we optimize the design and messaging on the Reliant OAM TDSP page, then users will have a more clear understanding of how TDSP rate changes impact their bill, because they will understand more clearly that a large portion of their bill is not specific to their Resi provider, but to their TDSP.
IF we remove task-state ambiguity and explicitly position OAM account creation as the primary next step immediately after enrollment confirmation (e.g., clear completion state + single next-step CTA + simplified messaging),
Problem: Referral-eligible customers are entering the Online Enrollment experience without clear, persistent confirmation that their bill credit has been successfully applied. This creates uncertainty around whether the incentive will be honored, ultimately contributing to lower conversion rates.
By clearly communicating to referral-eligible customers that their bill credit has been applied to their enrollment, we will reduce uncertainty around incentive fulfillment, which will increase OE conversion rate for referral eligible customers.
Problem: Prospect need an easy navigation element to start their shopping journey
I believe if we add a strong shopping CTA button in the navigation, we'll encourage more people to look at product chart. If I'm right, we'll increase the number of visitors to the product chart.
Problem: Prospect need an easy navigation element to start their shopping journey. We ran 209 with Sign Up as button CTA and modal zip entry experience and saw flat results. We believe this is due to confusion with the Sign Up copy. Users were selecting the btn, closing the modal, then selecting the Login btn. Meaning users interpreted Sign Up as Create/Register an account.
IF if we add a CTA / button to the main navigation on WWW site to point users to the shop for plans page, THEN users will have an easier path to get into the sales flow from any point on the WWW page, BECAUSE we will be surfacing a low-pressure entry point to the Shop for Plans page across the WWW site. IF I AM RIGHT we should see engagement of users clicking this new navigation element and, more importantly, converting into product chart views.