Driving Heat Pump Success: How We Boosted Leads with Octopus Energy
In March 2024, we partnered with Octopus Energy to support their heat pump initiative, a key part of their renewable energy strategy. Our objective was to create a seamless customer journey for potential heat pump users, while also educating them through a dedicated content hub. To boost lead generation, we built a multi-faceted solution, including a lead generation funnel, landing pages, and an academy-style content hub—designed to both educate and capture user interest.
The Deliverables
- UX/UI Design
- Software Development
- Product Management
- Landing Page
- Lead Generation Funnel
The Challenge
Octopus Energy wanted to boost awareness and lead generation for their heat pump offering, but their existing funnel was underperforming in terms of conversions. The challenge was to create an educational experience that would not only inform visitors but also actively capture leads, all while ensuring a high conversion rate.
The Solution
We developed a two-step approach:
Optimized Lead Generation Funnel: We redesigned the funnel to focus on a better user experience, incorporating email locks on educational resources to gather leads in a non-intrusive way. The landing pages were hosted on subdomains, enabling seamless integration with Octopus Energy’s existing stream of heat pump content.
- Heat Pump Hub: A central resource with detailed information on heat pumps.
- Main Landing Page: The starting point for users exploring heat pump offerings.
- Configurator Page: An interactive tool to help users personalize their heat pump solutions.
Heat Pump and Content Hubs: The hubs were built with flexibility in mind, leveraging Storyblok’s CMS to allow Octopus Energy to easily update and maintain content. The Heat Pump Hub served as the main lead-generation landing page, while the Content Hub was structured as an academy, educating users on the benefits and technology behind heat pumps.
Iterative Approach: We adopted an agile process to refine the funnel and pages based on early performance metrics. Our fast iteration cycles allowed us to quickly test and adjust the user journey for optimal lead capture and conversion.
The Results
- Lead Generation: We helped Octopus Energy generate approximately 250 leads for their heat pump offering within a short timeframe.
- Conversion Rate: The new funnel achieved a conversion rate of over 20%, a significant improvement compared to the previous funnel and landing page.
- Fast Iteration Success: By continuously tweaking the funnel and analyzing user behavior, we were able to drive meaningful improvements that led to a sustained increase in conversions.
