B2C conversion for Solar installs

The Challenge: Navigating through complex data to a high-commitment conversion

The primary goal of our user flow is to drive high-intent customers to book a consultation with our sales team. A major barrier existed in the middle of the funnel:

The Funnel Gap: The highest point of drop-off (>64%) occurred between the complex Solar Calculator and the final Booking Page.
Root Cause Hypothesis: The Calculator was highly data-intensive, requiring high data literacy and presenting an unfamiliar UI. This created a jarring transition into the high-commitment booking step.

Original flow from solar calculator to booking page

Initial Solution: Design and introduce a new product summary page to act as a crucial transition layer, reducing cognitive load and improving comprehension using a familiar "shopping basket" UI design.

Iterative Strategy and Learning

We tackled this problem through multiple, measurable iterations.

All iterations were A/B tested against the existing user experience. Results and learnings were defined by page tracking and recorded session replay.

V1: MVP

Key changes:

New summary page introduced
Simple design: format favours words over graphs and numbers
Next steps explained
Option to send a copy to your email address (allows us to build a high-intent email audience segment)

Results & Learnings

6% improved conversion rate from calculator page to booking action
High bounce rate (57%) back to calculator: data is framed differently and looks new, users want to go back and check against the calculator
50% of users sent themselves a copy

V2: Expansion

Key changes:

Improved UI: less text, easier scannability
Moved all data and charts to the calculator page for better information architecture (data on the calculator page, products here)
Improved value proposition: added trust markers and services, discounts, savings and reduced price emphasised, optional extras added

Results & Learnings

Conversion rate and bounce rate improved but drop-off from this page remained high
Hypothesis 1: the 'shopping basket' UI and total price suggested a bigger commitment than was required (i.e. buy now)
Hypothesis 2: customers are interpreting this page as an accurate quote

The drop-off dilemma

We hypothesised that by providing a full price breakdown, we inadvertently gave users just enough information to engage in competitor price shopping without needing to speak to our sales team. This satisfied the user's need for a "quote" but derailed the business's goal of securing a booking.

V3: Expansion

Key changes:

All pricing information removed
Retained all non-pricing details (products and discounts)
Customers can still email themselves a copy

Results & Learnings

Conversion rate increased by 30% over a 4-week period
Creating a value gap gave customers an incentive to speak to us
Email segment performs with 14% higher CVR compared to main audience (who are captured before solar calculator)

Key insights and impact

This project demonstrates the ability to drive significant business impact through strategic design and data-driven iteration:

30% Conversion Lift: Prioritising the primary business goal over the user’s desire for an instant quote actually served both parties; by guiding users toward the expert consultation necessary to successfully complete their solar journey.
Data-Informed Strategy: We leveraged funnel data to identify a nuanced problem (the trade-off between user satisfaction and business conversion).
Counter-Intuitive Solution: The final solution involved removing information, proving that strategic reduction of data can be more effective than providing transparency when the goal is your customer making an action of high-commitment.

V1: MVP

V2: Expansion

The drop-off dilemma

V3: Expansion

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