Case Study: Energy Company Case Study

Orange 142 helps Energy Retailer highlight their market advantages

Our client is a large retail energy provider, established in 1977 and serving over 2 million customers across North America. It specializes in electricity and natural gas commodities and serves residential and commercial customers across the United States and Canada. The company offers a range of fixed and variable-rate products, green energy solutions, and solar incentive programs. It is recognized for its affordability, commitment to environmental leadership through renewable energy and carbon offsets, and dedication to providing peace of mind to its customers.

Founded in 1977, the company has grown to become one of North America’s leading retail energy providers, serving over 2 million customers across the United States and Canada. They specialize in delivering electricity and natural gas commodities to both residential and commercial clients. With a diverse range of energy solutions, including fixed and variable-rate products, green energy options, and solar incentive programs, we are committed to meeting the unique needs of their customers.

About Them

Their dedication to affordability, environmental leadership, and customer satisfaction sets them apart in the industry. They are proud to offer innovative renewable energy solutions and carbon offset programs, helping their customers reduce their environmental impact while enjoying reliable energy services. At the core of their mission is the commitment to providing peace of mind to every customer, ensuring they receive not only the best value but also the confidence that their energy needs are in good hands.

The Challenge: Enhancing Operational Efficiency and Digital Engagement

The highly competitive energy market, with numerous providers vying for customers, presented several critical challenges for the energy company. The company realized that it needed:

• A better approach for integrating new energy partners for revenue-sharing programs to improve performance and speed time-to-market.
• A revamp of the user interface for its award-winning carbon offset calculator. Offered under the a new brand, the tool needed to convert customers effectively.
• A better strategy for SEO the energy company had also experienced a loss in organic page rankings to competitors, where it had once dominated and held the #1 rank for years.

These issues underscored the need for strategic partnership support to optimize their business operations and improve digital tools. That’s when the company decided to partner with Orange 142.

60+ Years of Cumulative Experience in Energy Sector

Orange 142 is led by a team with over 60 years of combined experience within prominent energy companies, successfully managing multi-million dollar sales operations, driving digital transformation, and implementing cutting-edge technologies to boost efficiency and competitiveness.

Having sat in our clients’ shoes, we bring this firsthand experience directly to our energy sector clients. Our deep industry knowledge allows us to understand their challenges intimately and deliver effective solutions, providing a level of expertise and resources they may not be able to afford in-house.

We leverage the insights energy companies need to thrive in a rapidly evolving sector, helping them navigate urgent challenges, from digital advancements to the shift toward renewables.

With our strong reputation and Houston-based headquarters, the energy company tapped Orange 142 for the critical help they needed to take their business to the next level.

Orange 142 Solution

Energy Consulting & Development

To meet our client’s need for faster partner integration and enhanced revenue-sharing programs, Orange 142 delivered a comprehensive solution, providing integration strategies and development resources to streamline processes, improve performance, and accelerate time to market.

Consulting on partner viability. Orange 142 worked closely with the Energy company’s to evaluate the viability and profitability of potential partnerships, ensuring that every collaboration contributed to growth.

Collaborative development. We worked closely with the Energy’s developers to understand their technical requirements, enabling us to leverage their existing technology stack and APIs for seamless partner integration. This approach helped the Energy grow revenue efficiently while minimizing disruptions to their ongoing operations.

Key initiatives included:

• New enrollment path. Using the carbon offset calculator, we designed and developed a streamlined enrollment process for individuals, businesses, and events.
• Competitive analysis. Conducted thorough research on competitors’ carbon calculators to inform our approach and strategy for the calculator’s redesign.
• Wireframe design. Our teams created wireframes for every step of the calculator, including a clear product chart and a simplified purchase path. This allowed the client to assess the new user experience.
• Creative design. We developed a fresh new design with modern iconography and a cohesive color scheme.

Website development. We built and launched the new website, ensuring a smooth user experience. After the initial launch, Orange 142 conducted thorough QA testing to ensure the website was bug-free and functioned seamlessly. Beyond the launch, our team continues to monitor the website’s performance, addressing any issues and ensuring optimal functionality. We also provide ongoing support, rolling out new features and updates as needed to keep the user experience fresh and the platform running smoothly.

Website Development & Carbon Offset Calculator
To enhance the user experience and increase conversions, Orange 142 focused on creating a new, user-friendly interface for the energy company’s industry-leading Carbon Offset Calculator. The objective was to maintain the calculator’s complex functionality while presenting it in a way that would boost shopping cart conversions and drive more subscriptions.

SEO
To address the energy company’s SEO challenges, Orange 142 took over all ongoing SEO efforts to regain its #1 rank status. Our team conducted a thorough investigation and implemented a comprehensive strategy that included the following actions:

• Baseline Report
• Technical Website Audit
• Competitive Analysis
• UX Recommendation
• Content Gap Analysis and Content Recommendations
• Meta Data (Titles, Descriptions) + Implementation
• Structure data recommendations
• Keyword and content recommendations
• Recommendations (from Content Gap Analysis & Recommendations document)
• Architecture recommendations
• Content recommendations for existing content
• Sitemap and Robots.txt for the existing site
• Redirection recommendations for existing site
• Performance reporting

Results: Smart Investments that Go a Long Way

Our efforts delivered immediate and sustained results.

Beyond the metrics, we delivered several key benefits to the client:

• Speed to Market for New Partnerships. Orange 142 provided tailored integration strategies and development resources, resulting in a notable improvement in performance and a faster time to market for Energy. This allowed Energy to incorporate new energy partners efficiently and expand its revenue-sharing programs while maintaining operational efficiency.
• More conversions with a more user-friendly carbon calculator. Orange 142 delivered a redesigned, user-friendly interface for the carbon offset calculator, simplifying its complex features while maintaining full functionality. The revamped design effectively increased shopping cart conversions and customer subscriptions, offering a more intuitive experience that seamlessly guided users through the purchase process. In 2021, our client, a company that provides carbon offsets and sustainability projects, saw the voluntary carbon market grow at a record pace, reaching $2 billion, four times its value in 2020.
• Within a month of taking over the SEO efforts, Orange 142 achieved a 84% increase in organic traffic for the energy company. Additionally, we significantly boosted their search engine rankings, with 1-3 ranking keywords improving by 59%. This rapid improvement helped drive more visibility and engagement for the energy company in a highly competitive market.

Orange 142 for Energy Companies

Orange 142 is a digital marketing and advertising company with offices across the US. We service marketers and agencies. We are part of Direct Digital Holding, the ninth Black-owned company to go public.

We help marketers of all sizes grow their reach and revenue through data-driven media strategies. We also partner with agencies and execute campaigns on behalf of their clients.

Our team of experts deeply understands the digital landscape and the latest advertising and marketing technologies. We work closely with our clients to develop and execute custom advertising and marketing campaigns that meet specific goals.

We are committed to providing our clients with the highest level of service and transparency. Open communication and collaboration are essential to the success of every advertising and marketing initiative.

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