Client

With 10 million customers in Italy, Enel Energia
is the national leader in the utilities sector.

Goal

Increase the total conversion rate, which is the ratio between visitors and the number of spontaneous conversions, starting from the product page on desktop.

Project

After analyzing the data intersection from Adobe Analytics and Hotjar, it emerged that users were utilizing the CTA on the right less frequently during navigation, even though it was the closest to the user and thus the most convenient to reach (see Fitts' Law). Additionally, after examining the movemap and eyetracking simulation, it became evident that the shoulder CTA was almost invisible during navigation, while the hero CTA was consistently invisible.

Result

Through some stylistic trials, we developed an alternative that was consistent with Enel's visual identity and performed better in terms of eyetracking.
The result not only enhanced the visibility of the shoulder CTA by placing it in a more prominent position but also improved the hero CTA, helping users to focus on one action at a time. In addition to a 14% increase in CTR, the gap between clicks on the shoulder CTA and those on the hero CTA decreased by 21%. This increased focus led to an overall CR increase of +31%.