Powershop’s existing website was becoming time-consuming to maintain. Powershop’s internal marketing team were keen to rebuild it using a new content management system that would make it easier to keep it up-to-date. There were several web companies who were keen to help with the rebuild. The question put to Diagram was: should we rebuild our website?

We worked with the Powershop team to consider the options. On one hand, a rebuild of the existing website made sense: reduce time and costs associated with maintaining content. But that alone wouldn’t justify the cost and effort associated with the project. The business case for rebuilding needed to demonstrate how the website could increase acquisition. The question became: how could Powershop use its website to attract new customers?

Powershop is a bit different to other electricity retailers in that customers can ‘buy’ packages of power from a ‘shop’. At the time that Powershop was looking at rebuilding their website, customer acquisition was fairly flat and the team was considering moving away from the ‘shop’ component as it was hard for some customers to understand.

Through workshops, insight interviews and analysis of Powershop’s conversion data, we helped the team develop a new strategy and approach for the website. Instead of shying away from trying to explain the complicated parts of Powershop’s ‘shop’ proposition, we focussed on experiences that made the shop the hero of the website. We also determined a target conversion rate for the new website that was used to build a business-case for more significant investment.

Once the strategy was adopted, we supported Powershop through the procurement phase: outlining what the website needed to do, writing an RFP, and helping evaluate web companies. When the new website launched it was indeed easier to maintain, but also significantly improved customer engagement, acquisition and brand awareness.

Our independent advice moved Powershop from commencing a website rebuild that would have delivered very little business value, to a project that helped revitalise their value-proposition and increased customer acquisition.

Technology partner:

HeyDay