Does anyone know what conversion rate we should be aiming for from the receipt of a personalised household energy efficiency plan to logging onto a personalised interactive website that enables the houshold to track their progress and access information and tools to help them take action to reduce their energy consumption.
Once they do log in what would be a good practice target for return visits per year?
Tricia Davis
Managing Director
SANDBOX
Australia
Conversion Rate from Mail Outs to Website
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Hi, Tricia.
I work at WaterSmart Software in the U.S. It sounds like we're doing similar work as you, but in the water efficiency space. While I don't have any public information I can share with you at this time about our conversion rates, I can share two pieces of information:
1. OPOWER, which provides energy efficiency reports linking to a personalized interactive website for North American users, reports a conversion rate of about 15% (this was reported in a webinar with GreentechMedia, I believe). I don't have further details of how that number developed over time: what portion of users logged in after the first report as compared to the cumulative number after the end of a year or longer.
2. ConstantContact, the email marketing software provider, reports industry average conversion rates of about 16-17%.
If you have other benchmarks, I'd be interesting in learning about them.
Regards,
Ora
Ora Chaiken
WaterSmart Software
United States
www.watersmartsoftware.com