Genesis Energy Increases Revenue through Online Channel
Genesis Energy’s improved online experience, powered by analytics, has increased the company’s sales performance through the online channel.
The Problem: Genesis Energy had high volume of activity on their website, however these visits were not converting into sales. To better understand user behaviour, roadblocks and drop off points they brought in analytics experts Sparkline.
The Solution: After setting up Google Tag Manager across every page of the Genesis website, Sparkline implemented Google Analytics. By using the events and custom dimensions functionality, every action on the site was captured allowing Genesis to study user behaviour and related patterns. Analysing drop off points, the online customer signup form was identified as a roadblock to conversion.
The Results: Genesis responded quickly. Better understanding of user behaviour and taking action to simplify the customer signup form improved sales through the online channel by $NZD4M. Genesis now plan to implement Google Analytics Premium, DoubleClick integration, segmentation and optimisation of the customer lifetime value, for more control and ongoing insight into their customer data.
About Genesis Energy
New Zealand’s largest energy retailer, selling utilities to 650K homes. In 2013-14, the business serviced 26% of the retail electricity market and 42% of retail gas while also producing 14% of New Zealand’s electricity.
To learn more, visit www.genesisenergy.co.nz