Ecotricity is the UK's first and largest green energy supplier, established in 1995 to help combat climate change by investing customer electricity bills into building new renewable energy sources. As concern over climate change grew mainstream in 2007, Ecotricity saw increased traffic but declining conversion rates due to greenwashing by larger competitors and information overload. Ecotricity responded by improving storytelling through blogs and videos to cut through the noise and emphasizing their unique commitment to building new renewable capacity.

16. Introduction Introduction “ Having 100% green is not the big issue, there's only a limited amount of green energy out there and bundling it into 100% tariffs for the few, although they promise carbon reductions, only actually serve to redistribute existing energy. Typically there's no net reduction in emissions or increase in renewables. We cannot all switch to 100% green overnight, it has to be built. Honest tariffs, in our opinion, acknowledge this and are dedicated to new build, not old redistribution. The real test is not 'what you have‘; it's 'what you're building', and the measure of that is simply what you spend. Not glossy TV ads and fine words - but actual spend on actual projects.” A little more background… Green Electricity marketplace

29. Introduction Introduction March 2007 to March 2008 Success measures The year “ going green” went mainstream… … website saw healthy increase in overall traffic & behaviour measures… 32.3% Pages/visit 173.3% Depth (directories) 91.8% Visits 77.5% Visitors 153.7% Pageviews delta

30. Introduction Introduction March 2007 to March 2008 Success measures Even the less obvious metrics showed very healthy increases in behaviour & traffic… (within session journey) 30.8% Partner urls 47.1% Depth (page urls) 98.8% Referrer keywords 38.3% Referrer urls -4.4% Bounce rate 1.3% Time on site delta

31. Introduction Introduction Up and to the right…. Changing marketplace

33. Introduction Introduction Increase in number of total urls viewed -2007 to 2008 Unexpected consequences… Changing marketplace

34. Introduction Introduction Changing mix of top 25 page urls viewed -2007 to 2008 Unexpected consequences… Changing marketplace

45. Introduction Introduction A Greener Britain