Optimised customer acquisition channel

This project involved: Conversion Rate Optimization Acquisition Design System AI Testing Online survey Interviews Workshops

Energiedirect.nl is relatively new but already a serious competitor on the Dutch energy supply market. With their focus on mainly online client interaction, it is crucial to continuously improve their digital channels. As growing their customer base is key, one of the most important channels to improve is their website, the acquisition channel.

Data & design driven analysis

During my time at Energiedirect.nl I carried out a full analysis of their website. This included surveying the available data, getting to know the different objectives, customer journeys and examining the design choices per device. I reached out to the customer support department for all the current topics and worked closely together with different marketing specialists to pin-point the possible focus areas.

From analysis towards continuous testing

After my analysis, I presented my findings to the board to brief them on my plans to validate my assumptions. While I worked at Energiedirect.nl I set up a variety of tests. These tests included different optimisation assumptions, focussing on the check out process and multiple pages while using quantitative artificial intelligence techniques and A/B testing. With these tests combined, I reached an improvement of 7,10% in conversion rate based on total traffic volume.

Creating an easy to use design system

My findings suggested there wasn’t a clear design system for people to work with. The site lacked consistency. After alignment with the team, I set up a design system that is easy to use, not only for designers but also for other marketing specialists and copywriters in different departments.

Restructurer site navigation

One of the bigger projects was improving the site navigation. I held multiple workshops involving different departments to co-create new site navigation concepts and set up a strategy to validate the various concepts.

What the client says

Mireille Jansen Product Owner (Energiedirect.nl)

“With much pleasure I’ve worked with Hakim. Hakim is a driven go-getter full of new ideas that he likes to share with you. Continuously optimising and placing the customer as number one, that’s what you see when you look at his work. Next to this, Hakim is a real team player, a fine colleague and he contributes to a pleasant atmosphere. Am I in search of a new interim UX/UI Designer again? I would hire him on the spot.”

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Optimised customer acquisition channel

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