High confidence
Test: Address "High Pricing and Service RatesCustomers expressed ongoing frustration with high ..."
Test idea generated from UX research pain point found in "April 2025 Wheelock Insights - All Brands". The research identified "High Pricing and Service RatesCustomers expressed ongoing frustration with high electricity rates, added fees, and a perceived lack of competitive pricing—especially when compared to other providers or promotional offers." as a user friction point that could be resolved through experimentation.
Hypothesis
If we address the pain point "High Pricing and Service RatesCustomers expressed ongoing frustration with high electricity rates, added fees, and a perceived lack of competitive pricing—especially when compared to other providers or promotional offers.", then users will have a better experience and conversion will improve, because UX research identified this as a friction point for [company] customers.
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