A fast and simple contracting process improves user experience and reduces abandonment. For EnergyGO, we streamlined the flow, removing unnecessary steps and simplifying information to ensure a smooth and intuitive subscription.
Introduction
EnergyGO is a Yoigo brand dedicated to the commercialization of electricity and gas.
The contracting process faced a high 52,7% abandonment rate, indicating significant friction for users. Complex steps and unnecessary requirements made it difficult for potential customers to complete their subscription.
The business goal
Reduce the abandonment rate by minimizing the number of steps in the contracting process, eliminating obstacles, and making it more intuitive to improve conversions and customer satisfaction.
How could we simplify the contracting process?
The 93% of our customers are already Yoigo users, meaning a significant percentage of future clients would come through this channel. This insight led us to focus on leveraging existing customer data to streamline the contracting process.
The proposed solution
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Integrating Yoigo's customer data into the EnergyGO sign-up process to pre-fill forms and reduce manual data entry.
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Eliminating redundant verification steps by leveraging existing user information, speeding up the process.
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Requesting only essential information upfront, postponing non-critical fields to later stages if they were not blockers, further reducing friction.
This approach significantly streamlined the process, making it faster and more seamless for Yoigo customers.
The results
What didn't work?
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Most of the implemented changes primarily benefited Yoigo customers, leaving the small 7% of non-Yoigo users without significant improvements.
What did work?
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The overall abandonment rate dropped to 21,3% across all users.
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The abandonment rate for Yoigo customers decreased to 7,6%.
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A small percentage of non-Yoigo users also benefited from general improvements in the sign-up process.
Where do we go from here?
The next step is to integrate the EnergyGO sign-up process directly into the Yoigo App, making it even easier for users to become EnergyGO customers while further reducing clicks and abandonment rates.
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Make the sign-up experience even shorter and simpler.
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Increase user trust by keeping the process within an app they already know.
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Reduce friction by ensuring users perceive EnergyGO as an additional Yoigo service rather than an external provider.
What I learned
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Simplifying processes is key
Reducing unnecessary steps and asking only for essential information improves conversion rates.
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Personalization matters
Tailoring the experience for existing customers enhances efficiency but should also consider new users.
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Trust enhances engagement
Keeping users within a familiar environment increases confidence and reduces hesitation.
These insights will guide future optimizations for an even more seamless customer experience.