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Vattenfall.de claims first position among consumers looking for new energy contracts at direct providers. The energy provider receives a Digital Sales Score of 11 points. Last year’s winner EON.de is right on the heels of Vattenfall.de (Digital Sales Score: 10) and Yello.de comes in third with the same point total.

In customer experience, Vattenfall.de is best on desktop and smartphone as well. The website stays ahead of the competition by gaining a Digital Customer Experience Score of 62 (desktop) and 63 on smartphone.

This Digital Sales Scan was conducted among 600 consumers. They were asked to look for a new energy contract online on either Desktop (N = 300) or Smartphone (N = 300). Comparison websites were excluded from the rankings. Want to receive the full ranking? Get in touch with Felix Laumanns.
  • Digital Sales Score
    Study:Energy Contract
    Measurement: April 2019
    Country: Germany
  • Total Desktop Mobile
  • 1 Vattenfall.de 11 12 9
  • 2 EON.de 10 12 9
  • 3 Yello.de 10 10 9
  • 4 eprimo.de 8 9 7
  • Highest total score
  • Highest score on device

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EON.de and Yello.de have higher Findability but are not convincing enough in offer

The 4 websites in this ranking can be split into 2 rather distinct groups: EON.de and Yello.de have a Findability nearly twice as high as Vattenfall.de and eprimo.de. However, their Conversion scores are considerably lower than those of the latter two: they are able to drive more traffic to their websites, but ultimately fewer visitors are convinced of the providers and instead opt to go with a different provider.

eprimo.de receives the highest Conversion (27%) in this study, slightly edging out Vattenfall.de: more than 1 out of every 4th eprimo.de visitor choose the provider as their preferred energy supplier. The Product Offer of eprimo.de convinces consumers: the provider scores first place in the Further Look phase. Visitors appreciated the clear overview of the different packages that facilitated the comparison of the features, which aids in the overall decision making: “I like the comparison tables next to each other.”

The Digital CX-Score

The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.

  • Digital CX-Score | Desktop
    Study: Energy Contract
    Measurement: April 2019
    Country: Germany
  • Score
  • 1 Vattenfall.de 62
  • 2 eprimo.de 60
  • 3 EON.de 58
  • 4 Rabobank.nl 65
  • 5 Yello.de 57
  • Digital CX-Score | Smartphone
    Study: Energy Contract
    Measurement: April 2019
    Country: Germany
  • Score
  • 1 Vattenfall.de 63
  • 2 eprimo.de 63
  • 3 EON.de 61
  • 4 Yello.de 59

Vattenfall.de: a strong website because of structure and clear overview

Vattenfall.de convinces with a strong website. The website consistently takes first place during the First Impression and Further Look phase. During the First Impression phase, it scores particularly high on Smartphone, thanks to a clean overview on their homepage with clearly segmented sections, making it easier for visitors to navigate the website.

This positive Look & Feel is kept throughout the Further Look phase, as subsequent pages, for example when comparing the different offers, convey information in a structured and visually pleasing way. “The website is very clearly structured, gives me a quick overview of all relevant information and also offers tariffs with green electricity.”

Consumers miss information about the different packages on EON website

EON.de, last year’s winner of the Digital Sales Score, drops to second position this year. In the CX elements, it is still able to score relatively high on Brand elements, due to its trustworthy name in the industry. The images used throughout the website are seen as pleasing and professional, further supporting the positive Brand perception. However, when it comes to the Product Offer, there is clear room for improvement. Some visitors found it difficult to get a good overview of the different packages, while others were missing more information about renewable energy: “[I would like] more info about green packages”.

Comparison is difficult on Yello.de: consumers miss important information about prices

Yello.de saw a drop from second to fourth position regarding market performance and scored last in the CX score on both Desktop and Smartphone. Its website shows room for improvement on all three elements Look & Feel, Product Offer, and Brand. For example, visitors miss important information about the price of each package which makes the comparison more difficult for them: they would like the annual prices to be indicated immediately, as nearly all competitors do.

Some Research Insights

  • Vattenfall.de claims first position among consumers looking for new energy contracts at direct providers. The energy provider receives a Digital Sales Score of 11 points.

  • Last year’s winner EON.de is right at the heels of Vattenfall.de (Digital Sales Score: 10) and Yello.de comes in third with the same point total.

  • In customer experience, Vattenfall.de is best on desktop and smartphone as well. The website stays ahead of the competition by raking in a Digital Customer Experience Score of 62 (desktop) and 63 on smartphone.

  • eprimo.de receives the highest Conversion (27%) in this study, slightly edging out Vattenfall.de: more than 1 out of every 4th visitor of eprimo.de ends up choosing the provider as their preferred energy supplier.

  • Vattenfall.de convinces with a strong website. The website consistently takes first place during the First Impression and Further Look phase. During the First Impression phase, it scores particularly high on Smartphone, thanks to a clean overview on their homepage with clearly segmented sections, making it easier for visitors to navigate the website.

Goal and relevance of this research

The goal of this study was to exactly map the digital experience of potential customers who are orienting themselves on opening an energy contract online. It’s important to capture consumers’ choices and their reasons for choosing a specific brand/website. WUA has worked on a validated model for the past 10 years. Our model shows as precisely as possible what customers want, what the best practices are, as well as which possible issues each provider faces. A custom-made report is available within two weeks, including an action workshop on location and an accompanying presentation.