More Leads & Transactions: How VERBUND Increases Its Conversion Rate Through A/B Testing
In brief
Austria’s leading energy company uses A/B testing as a strategic tool for website optimization. Over the course of 9 months and 16 experiments, the conversion rate for transactions increased by up to +15.8% and the conversion rate for lead inquiries by up to +14.5%—measurable, reproducible, and data-driven.
Challenge
For VERBUND, the website is the central platform for product sales and consultation requests. Despite high traffic, opportunities for optimization remained untapped because decisions about UX improvements were based on assumptions rather than data. There was no structured process in place to systematically test hypotheses and scale insights.
A/B testing has fundamentally changed the way we develop our website. Instead of relying on gut feelings, we now rely on data—and see the results directly in our conversion rates. In e-dialog, we’ve found a partner that has guided this transformation in a structured and sustainable way.
Measures
Together with e-dialog, VERBUND launched a systematic conversion optimization project: from data-driven hypothesis development through technical implementation to statistical analysis. The project specifically tested those elements with the greatest impact on conversion—including product detail pages, contact forms, and navigation elements on the homepage.
Results
The results speak for themselves: The top-performing variants increased the transaction conversion rate by up to +15.8% and the lead inquiry conversion rate by up to +14.5%. The joint project not only delivered short-term uplift effects but also laid the foundation for a sustainable, data-driven culture of optimization.
- % Transactions (Conversion Rate)
- % Lead Inquiries (Conversion Rate)
- Experiments in 9 months
