BOXT offered a full installation service for solar panels and batteries. The user would need to answer some questions and the'd receive a recommended package that they would tailor to their budget.
The problem was that users did not see their potential energy and monetary savings of having solar panels and/or a home battery until they complete the Screener (survey tool) and arrive on the Solar Configurator PDP. As Solar is a high priced product the progression rate from the landing page to Screener was quite low (less than 40%), so we wanted to show a Savings Calculator widget on the landing page, so users could see this figure earlier on and become enticed into completing the journey.
Timeline
From early concept to AB test launch in 1 week.
The plan
We planned to launch this a client-side AB test, meaning it was built within an AB testing tool and loaded into the page after the AB testing tool javascript tag loaded. This is a very quick way of testing concepts without having to build it into your codebase.
The Solar Savings Calculator AB test was very successful, leading to a +5.8% increase in progression from Landing page to Screener. It also led to a +3.3% increase in progression to the Solar configurator PDP.
The Solar calculator was put live to 100% while our team built it in our codebase. It has also been used as marketing content, such as videos on social posts.
This was a very quick and lean project, where the development would be done by our Experimentation tool vendor. We had a bank of professional service credits that we could use for test development, which we use for this.
Discovery
Calculating solar savings is complicated and there are so many factors that go into it, e.g. how many panels you have, size of battery, roof orientation, and how much you sell to the grid for etc. We started with adding all of these options to the widget, however we soon realised that this was too much information to present to a user to comprehend, especially when at the beginning of their journey on the landing page.
Design & Prototyping
Once we'd gone through the design iterations in low-fidelity we mocked up a final version for Desktop & Mobile, along with guidelines for the third-party developers that would be building this.
We had consulted the developers during the design and because this was a client-side test we agreed that animations and transitions was out of scope for this MVP, and we'd build this in when we built it into our code (if successful).
Hand-over & Build
We handed over the design files and a brief to the third-party developers. The development took approximately 2 days, at which point we went through a few rounds of QA and acceptance.
AB test
We launched the test on the Solar Landing page, to all user segments. We ran it for 1 month, until we had enough of a sample size and statistical confidence in the findings. The Solar journey is fairly low traffic, so this test took a lot longer to reach confidence than we would have preferred.
The finished module was a calculator widget that sat below the hero in a Solar landing page. A user could select the amount of solar panels and their desired battery size to see their yearly energy savings compared to not having a solar panels.
The hope was that this savings amount would be enough to entice the user into proceeding into the journey to see their tailored savings amounts, and to build their package.
The Solar Savings Calculator AB test was very successful, leading to a +5.8% increase in progression from Landing page to Screener and a +3.3% increase in progression to the Solar configurator PDP.
The Solar calculator was put live to 100% while our team built it in our codebase. It has also been used as marketing content, such as videos on social posts.
Quick launch
From ideation to launch this feature took less than 1 week. This shows the power of client-side AB testing with getting ideas shipped and learning fast.
Built into code after a successful test
After the feature tested well, we built it out into our codebase by the test was running at 100%, ensuring no downtime in the feature whilst in development and QA.
Marketing content
This calculator widget has been such a success that it has been used on Solar marketing & social campaigins across the year.