EDF Energy: A much easier way to get paperless statements
Agency: CACI
EDF Energy's opt-in to paperless bills saw an 82% drop-off rate. The main barrier was having to log in to complete the action. Faced with a corporate objective of 'drive to self-serve' and high conversion targets, they required an innovative way to reduce the drop-off and increase conversions.
Strategy
EDF Energy had to make significant improvements to the paper to paperless customer journey. Several barriers were behind the 82% drop-out in conversion.
There was a five-click journey, requiring logging in to 'My Account''. This was reduced to two...