HomeSmart is a service from Xcel Energy that offers peace of mind to homeowners with appliances. HomeSmart covers appliances with their protection and replacement plans. They currently offer services in Minnesota and Colorado.
Hoist was tasked with taking this large brand and making it convert website visitors to customers at a higher rate. Plenty of people visited the website, but they didn't turn into customers at a rate that HomeSmart wished for.
Through on-page optimization, conversion optimization, and user testing we were able to determine user pain points. We observed form fillout behavior and made modifications to reduce friction and simplify the process.
Make the sign-up process better for homeowners, allowing them to convert into customers at a higher rate.
Initial 86% conversion improvement, and continual improvement for a number of years.
HomeSmart from Xcel Energy came to us in 2011. They were tasked with enhancing their digital presence. Their actual service was, and still is, amazing. But their website left a lot to be desired. It was functional, but it really didn't convert with homeowners at the desired rate.
The original website was functional, but they still had a ways to go
The customers that HomeSmart has are very loyal. They pay for their services monthly, and do so with a happy heart. But what really resonates with them? And what turns them off? We spent time getting to know the customers and what they think of the website. We did this through surveys and focus groups. Some of the points that they were pointing out were amazing, and ultimately led to important website decisions.
With the website ready, HomeSmart had one mission. Convert homeowners to customers. In fact, they thought they were doing a great job at converting. It was time to figure out how they were doing and make a gameplan for success.
Heatmaps are a quick way to see where users are focusing their attention.
After the discovery phase was complete, we had a rock-solid plan for improving conversions. Our in-house developers (and in-house is an important fact here) optimized the website in numerous areas in an effort to improve conversion rates. In the initial months, there was an 86% improvement -- this ultimately made them very happy!
When we did some discovery with their target audience, it turned out that they really wanted to see what it was like to have HomeSmart as their appliance repair "safety net." It's a lot easier to paint this picture with images, instead of words. A photo shoot was arranged to capture meaningful images to convey the proper message.
Once we knew the website was ready for success, we embarked on setting up a fruitful marketing campaign. Through a multitude of efforts, we drove revenue through the roof and connected countless homeowners with HomeSmart.
We have a practice of setting annual goals with clients and HomeSmart goals have been crushed year after year. This is what happens when it all comes together, connecting homeowners with businesses!
We'd like to connect homeowners to your business as well