Energy and utilities experiments including plan selection, enrollment flows, and pricing presentation.
Across 105 energy & utilities experiments, 30% resulted in a statistically significant win. Winning variants saw an average lift of +9.8%. Meanwhile, 12 tests underperformed the control with an average drop of -8.3%.
62 experiments were inconclusive, meaning the difference between control and variant was not statistically significant. Inconclusive results are still valuable — they tell you what doesn't move the needle, so you can focus testing effort elsewhere.
These results come from real A/B tests with sample sizes ranging from hundreds to millions of visitors. Use them to inform your own energy & utilities testing strategy and avoid repeating experiments that have already been run.
Context: The primary call-to-action on the landing page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: Mobile users experience the homepage differently — smaller screens, touch targets, and limited attention require purpose-built design.
Context: How "Page updates" is implemented on the landing page can meaningfully affect conversion — this element is worth testing.
Problem: Users on the landing page need validation from others before committing — without visible proof of success, they hesitate.
Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: The information hierarchy on the landing page may not match how users actually scan and process the content.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: The information hierarchy on the landing page may not match how users actually scan and process the content.
Context: How "Oam - homepage" is implemented on the homepage can meaningfully affect conversion — this element is worth testing.
Context: Users can't quickly find relevant products or content on the landing page, leading to frustration and early exits.
Context: The information hierarchy on the homepage may not match how users actually scan and process the content.
Context: How "Desktop homepage" is implemented on the homepage can meaningfully affect conversion — this element is worth testing.
Context: How "Weekends on command 24 ppc" is implemented on the landing page can meaningfully affect conversion — this element is worth testing.
Context: Mobile users experience the homepage differently — smaller screens, touch targets, and limited attention require purpose-built design.
Context: How "Hwa homepage" is implemented on the homepage can meaningfully affect conversion — this element is worth testing.
Context: The information hierarchy on the landing page may not match how users actually scan and process the content.
Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.
Context: How "Oam - new homepage design" is implemented on the homepage can meaningfully affect conversion — this element is worth testing.
Context: The information hierarchy on the homepage may not match how users actually scan and process the content.
Context: The information hierarchy on the landing page may not match how users actually scan and process the content.
Context: How "Alberta homepage" is implemented on the homepage can meaningfully affect conversion — this element is worth testing.
Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: How "Alberta homepage v2" is implemented on the homepage can meaningfully affect conversion — this element is worth testing.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: Mobile users experience the checkout differently — smaller screens, touch targets, and limited attention require purpose-built design.
Problem: The primary call-to-action on the pricing page isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the product-listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the product page isn't converting at its potential — design, copy, or placement may be the bottleneck.
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