Active Projects

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.

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.

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.

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.

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.

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.

If we introduce a plan comparison feature allowing users to select up to three plans for side-by-side comparison, then we will reduce decision fatigue and improve conversion rates, because presenting key plan details in a clear, comparative format simplifies the evaluation process for users.

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.

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.

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.

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.

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.

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. 

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.

IF we add full address prompting using an estimated monthly bills positioning (enter full address to see estimated monthly usage)

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.

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.

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.

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

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 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 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