Energy Upgrade California Website Assessment Final Report
March 12, 2013 Table of Contents
Introduction ...... 3 Executive Summary ...... 4 Methodology ...... 5 Survey Findings—Residential Panel Survey ...... 10 Survey Findings—Contractor Panel Survey ...... 13 Survey Findings—Intercept Survey www.energyupgradeca.org ...... 17 Web Personas ...... 20 Website Audits ...... 27 Utility Account Audits ...... 33 Website Analytics ...... 40 Search Engine Optimization ...... 44 Ecosystem ...... 47 Best Practices and Recommendations ...... 49 Vision ...... 66 KPIs ...... 68 Technology Recommendations ...... 70 Migration Considerations ...... 75 Appendix ...... 77
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 2 Introduction
Extractable was contracted to provide services in assessing existing ratepayer-funded energy- efficiency/clean-energy websites and programs, related websites and other closely related online education and conservation resources for the statewide ME&O initiative, Energy Upgrade California. This assessment, coupled with industry best practices, will serve as the foundation of a recommendation to develop the Energy Upgrade California web portal — to serve as the model of excellence for energy management information, including demand-side energy efficiency, conservation, demand response, clean energy program education and activities, and climate- change information and action steps for California residential and small business consumers.
The project objectives were as follows:
A) The project will assess consumer-facing energy-focused websites and their related assets to provide a comprehensive roadmap for website development to transform and optimize the Energy Upgrade California web portal to better support the SW ME&O program efforts facilitating consumer and small business participation in IOU programs, driving interest in products that aid energy management and savings, contextualizing the state’s energy policy goals and connecting the big picture to consumer action and progress on those goals.
B) The recommendation will focus on transitioning the Energy Upgrade California site from a program-centric site, to a state-wide center of excellence for energy efficiency and conservation; demand-side program information and enrollment; information on customer-owned generation and demand response; and general energy education for residential and small business consumers in California. This recommendation will include the most efficient and cost effective way to aggregate the best assets of the 1 “Primary” websites list to www.EnergyUpgradeCalifornia.com in 2013, while also phasing out the Engage 360 website as soon as possible, but no later than December 31, 2013.
1: See Appendix – Website List.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 3 Executive Summary
The Current Energy Upgrade California (www.energyupgradeca.org) Site Is Too Limited In Scope & Content
From stakeholders to site users to contractors, it was clear that there is a desire and need for a broader set of content and features on the Energy Upgrade California website. The current website’s focus on the whole-house retrofit program excludes the needs of many users. Additionally, the current “tunnel” navigation requires a user to enter his/her zip code at the beginning of the experience, further narrowing the focus and making navigating the site more difficult.
Recommendation
Overall, Extractable found a need for more engaging content and data visualization that educates users while driving them to take action and share within their network. Our top recommendations for an Energy Upgrade California site include:
• Expand content to include a broader range of topics from energy management and renewable energy to demand response, environmental impacts, and more
• Create a guided user experience with quick links to relevant content
• Create share-worthy content—including data visualization—that educates while entertaining the user
• Optimize for search and mobile to reach more users
The Purpose of Engage 360 Wasn’t Clear
While the original idea of Engage 360 to leverage advocates and social networks to spread the news about clean energy in California was a good idea, there didn’t seem to be a clear plan that delivered on those goals.
When landing on the homepage of Engage 360, it’s not clear to a new user what it is they are meant to do on the site. This may be why there was such a high bounce rate (74.09%) for the analytics period we used (Jan 1, 2012– Jan 1, 2013). Additionally, we learned that marketing campaigns and outreach sent users to the Facebook page, not the website. Because the Facebook Engage 360 page frequently did not link back to the website, the vision of capturing that social audience was not realized.
Recommendation
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 4 The functionality behind the rebate finder on Engage 360 is quite useful as it returns a comprehensive listing of rebates and incentives for a user. We recommend migrating and optimizing that for use on the new Energy Upgrade California website.
Methodology
Extractable performed two key areas of primary research and assessment—websites audits and user research—along with extensive discovery activities including stakeholder interviews and documentation review. Due to the aggressive schedule, the primary research performed during this assessment was qualitative, not quantitative, in nature. We compiled all of this data along with our own experience to make best practice recommendations for the future-state digital property.
Website Audits
As outlined in the project RFP, Extractable assessed 17 primary and secondary websites as follows:
Primary Sites Secondary Sites • www.energyupgradeca.org • www.pge.com • www.engage360.com • www.sce.com • www.flexalert.org • www.socalgas.com • www.gosolarcalifornia.org • www.sdge.com • www.waterheatedbythesun.com • www.energyhousecalls.com
• www.consumerenergycenter.org • www.coolcalifornia.org • www.driveclean.ca.gov • www.energysavers.gov • www.energystar.gov
To provide a consistent audit across the 15 primary and secondary websites, we utilized a scorecard that examined 25 specific heuristic areas. We developed the scorecard to be inclusive of the requirements stated in the RFP as well as elements that the Extractable team believed were important to the overall evaluation. The high-level heuristics are provided below and the details are provided in the Website Audit and Appendix portions of this report.
Heuristic Areas Evaluated
1. Usability and Findability 2. Usefulness and Relevance 3. Clarity and Accuracy 4. Influence and Engagement
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 5 5. Social Media and Community 6. Completeness and Timeliness 7. Mobile Readiness
Scoring Legend for Usability Heuristics
A. Excellent. High-quality, best practice that delivers considerable benefits. B. Good. Supports ease-of-use and a positive customer experience. C. Average. Some aspects may cause problems for users. D. Below Average. Poor quality likely to cause problems for users. N/A Not applicable. This attribute not relevant to this site or system. ? Unable to evaluate.
There were some areas of the evaluation requested in the RFP that were handled outside of this scorecard, which enabled Extractable to do a deeper-dive analysis, including:
• Analytics data — conducted manually using a variety of tools and included throughout this report • SEO effectiveness and opportunities — conducted manually using a variety of tools and included throughout this report • ADA and WCAG-AA accessibility compliance — conducted using SortSite tool and included in the Appendix of this document
We also reviewed more than 40 tertiary websites spanning both energy and non-energy industries in search of best practice examples that we could use to inform and illustrate our recommendation. Please see Attachment 01 – Website List for the entire list of websites audited and reviewed as a part of this exercise.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 6 User Research
The overarching goal of our survey efforts was to gather qualitative data that would inform the best practices Extractable would recommend in the final strategy for the Energy Upgrade California website.
Site Intercept Survey Goals:
To learn about:
• Intention: Why the user came to the site
• Usability: If the user was able to fulfill their site goals, and why or why not
• Engagement: What type of content and features would compel a user to make a repeat visit to the site
General Panel Surveys Goals:
• Map user journeys to identify points of success as well as break points or barriers that need to be addressed in a future-state property
• Two different surveys were fielded—one for residential users and one for contractors
• Contrast desired features between audiences that may or may not have direct awareness of / experience with Energy Upgrade CA or Engage 360
One-on-One User Interviews Goals:
The goal of the one-on-one user surveys was to expand our knowledge of the awareness, needs, goals, barriers and successes to learning about energy management or taking an action—for a variety of user types. Our findings were used to inform our recommendations of digital best practices as they relate to energy management.
The surveys were deployed as follows:
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 7
SURVEY DETAILS CONSIDERATIONS COMPLETED
SITE INTERCEPT • For desktop users, a pop- • Best practices dictate • 26 responses on SURVEY under window that intercept surveys energyupgradeca.org • The overlay content stated are brief—taking • 0 responses on the purpose of the research approximately five engage360.com and the tremendous value minutes or less to placed on the participant’s complete input • Questions were as • Within the intercept survey, focused as possible users were asked if they were interested in participating in a more in- depth, incentivized interview
PANEL SURVEYS • We sourced panel survey • Qualitrics survey • 100 general residential participants from two manager will provide panel responses in places—the opt-in email list respondents from zip Northern California provided from Energy codes that will • 103 general residential Coalition and the Qualtrics complement the panel responses in survey panel database geographical Southern California representation of the list • Participants received an • 143 contractor panel from Energy Coalition email inviting them to take responses the online survey
USER • A third-party research firm • A script was prepared • 16 one-on-one INTERVIEWS sourced users based on the but conversations were interviews approved criteria allowed to veer off if • We conducted 16 one-on- they were “productive” one user interviews in areas not on the script • Users were qualified with • Users were given a $60 the following requirements: incentive for their participation - Must have an Internet- connected device - Must pay a utility bill - Must speak English - Has been engaged with Energy Upgrade CA in some way (not required for all participants)
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 8 Additional Discovery
Additional discovery was obtained through stakeholder interviews conducted with 24 interviewees over 12 hours of discussion, as well as the review of nearly 500 pages of reporting and documentation provided by CCSE.
Stakeholders Interviewed
Christine Collopy, Energy Specialist, California Energy Commission (CEC) David Cohen, Program Manager, Energy Coalition Rory Cox, Regulatory Analyst, California Public Utilities Commission (CPUC) Sarah Davis, Manager at Colehour and Cohen Natalie DeLeon, Sustainability & Energy Specialist, Santa Clara County Luke Easdale, Energy Efficiency Outreach Coordinator, San Francisco Department of the Environment Carol Edwards, Consultant and Project Manager for Measurement, Southern California Edison (SCE) Cathy Fogel, Sr. Analyst Energy Efficiency Planning, CPUC Siobhan Foley, Director of Education and Outreach, California Center for Sustainable Energy (CCSE) Nicola Forster, Marketing Manager, Pacific Gas & Electric (PG&E) Mimi Frusha, COO, Renewable Funding Anne Henderson, Program Director, Renewable Funding Sara Hill, Marketing and Outreach Manager, San Diego Gas & Electric (SDGE) Kaitlyn Huynh, Senior Program Marketing Manager, PGE Brian Kopec, Project Manager, SCE Andrew Kotch, Information Officer, CPUC Rick Janke, Web and Communications Manager, SDGE Regina Marston, Senior Manager Statewide Marketing, Education, Outreach, CCSE Tim Nelson, Managing Consultant Joanne Panchana, Senior Program Manager, PGE Lauren Rank, Program Manager, Los Angeles County office of Sustainability Amy Reardon, Regulatory Analyst, CPUC Karen Sturgeon, Energy Programs Advisor Southern California Gas Company (SCG) Pamela Wellner, Marketing Communications Manager, CCSE
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 9 Survey Findings—Residential Panel Survey
Following are highlights from the residential panel survey. The complete survey and responses are included in the Appendix of this report. As a reminder, these responses are qualitative in nature and our study results do not reflect a defensible quantitative methodology.
Most Survey Respondents Had Researched Energy-Efficiency Information First, users were asked if they have ever researched energy-efficiency information. Examples that were given included rebates, energy conservation, energy-efficient products. On average, 86% of users said they had researched energy-efficiency information.
Have Researched Energy-Efficiency Information
100% No. Cal 80%
60% So. Cal 40%
20%
0% Yes No
Online Search, Utilities and Friends Top Information Sources We then asked users what sources they used most for energy-efficiency information. They could check all that apply. The most popular answers from respondents throughout the state of California were online search (Google, Yahoo!, Bing, etc.) and the user’s utility website. In northern California, more than half of the respondents said they would consult a friend.
Sources for Energy-Efficiency Information
100% No. Cal 80%
60% So. Cal 40%
20%
0% Utility Friends Contractors Search Other
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 10 Reviews and Money-Saving Tools Most Desired Website Features When asked which features a user would mostly like use while visiting a website for energy- efficiency information, the leading choices were reviews of energy-efficient products and/or services, followed by tools that could help them save money on their energy bill, and current news.
Desired Website Features
100% No. Cal 80%
60% So. Cal 40%
20%
0% Current News Tools to Save $ Videos Events Reviews
Replacing Appliance/Lighting Most Common Energy-Saving Action Taken When asked which energy-saving actions users have taken, we found that replacing appliances and lighting were the most common actions. Others had searched for energy tips and rebates, completed home improvements, and signed up for demand-response programs with their utility.
Most Common Energy-Saving Actions
100% 90% 80% No. Cal 70% 60% 50% 40% 30% So. Cal 20% 10% 0% Tips Tips Carbon Demand Lighting Response Response Rebate Rebate Replaced Replaced Footprint Footprint Home Calculated Appliance/ Utility Site Searched for Searched for Searched Improvement Improvement Used Tools on Used Tools
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 11 Cost Savings and Environment Biggest Motivators
When asked what motivated these users to take action, more than 80% responded that cost savings was the biggest factor. Concern for the environment and increased comfort were also important motivating factors to taking an energy-saving action.
Motivators to Taking an Energy-Saving Action
100% 90% 80% No. Cal 70% 60% 50% 40% 30% So. Cal 20% 10% 0% Other Utility Increase Increase Comfort Marketing Needed Cost Savings Concern for Environment Environment Improvement Improvement Replacement/
Cost and Program Complexity Are Biggest Barriers To Taking Action When asked what has kept a user from taking an energy-saving action, more than half said it was too expensive, and a third cited the process was too complex or there wasn’t enough information.
Desired Website Features
80% 70% No. Cal 60% 50% 40% So. Cal 30% 20% 10% 0% Not Enough Info Too Complex Too Expensive Not Interested Other
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 12 KEY TAKEAWAYS FROM THE RESIDENTIAL PANEL SURVEY
• This audience was interested in energy-related content, including energy-efficient replacement appliances/lighting, energy-upgrade home improvements, and energy rebates. • Leading sources for online information are search and the user’s utility website. • Word of mouth was the most important offline source of information. • Replacing lighting/appliance are most common energy-efficiency actions. • Cost-savings, environment and comfort were biggest motivators. • Cost, program complexity and lack of information were the biggest barriers.
Survey Findings—Contractor Panel Survey
Following are highlights from the contractor panel survey. The complete survey and responses are included in the Appendix of this report.
Contractors Refer Customers to www.EnergyUpgradeCA.org When asked where contractors refer customers for energy-related information, more than half of the respondents said they send them to the Energy Upgrade California website. Contractors also mentioned that they often walk customers through the information themselves or refer them to their own website.
Where Contractors Refer Customers for Energy Info
70% 60% 50% 40% 30% 20% 10% 0% Energy Upgrade CA Website Customer's Utility Website Other
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 13 Contractors Would Like More General Information and Tools on www.EnergyUpgradeCA.org
We asked contractors what tools, content or resources they might want to see on the Energy Upgrade California website. Although the answers were of write-in format, some trends emerged and we compiled the following list of most desired tools, content and resources (in order of preference).
1. More general / educational information 2. ROI calculator 3. More rebates / incentives information 4. Don’t know / no opinion 5. Financing information 6. Videos 7. Checklists 8. Case studies 9. Marketing tools
Contractors Are Interested in Enabling User Reviews on the Website Because we had heard in stakeholder interviews and from users that it can be difficult to select a contractor from the current database listing, we wanted to determine if contractors would be open to enabling user reviews of their services. In general, it seems that they are with 52% being interested/very interested and 30% somewhat interested.
Interest in Enabling User Reviews on the Website
35% 30% 25% 20% 15% 10% 5% 0% Not Interested At All Not Interested Somewhat Interested Interested Very Interested
Some reasons that contractors may not be interested in enabling user reviews include:
• They currently have good placement on the site and may be afraid they would lose it if users could sort by ratings
• They might be wary of bad reviews or may have had a bad experience with reviews in the past
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 14 Contractors Are Regularly Using www.EnergyUpgradeCA.org When asked how often the surveyed contractors visited the Energy Upgrade California website, 31% indicated they came to the site 1–2 times per week, and 11% came daily. These numbers are more impressive given that more than half of the contractors surveyed are not currently enrolled in the program.
Visit Frequency to EnergyUpgradeCA.org
35% 30% 25% 20% 15% 10% 5% 0% Daily 1–2 Times a Week Monthly Occasionally Never
Contractors Rate Their Overall Experience With www.EnergyUpgradeCA.org As Average to Good When asked how they would rate their overall experience with the current Energy Upgrade California website, most contractors indicated it was average to good. The write-in comments ranged from, “I find the site to be well done,” to “Too confusing and hard to navigate. Start over.”
Overall Contractor Experience on EnergyUpgradeCA.org 50%
40%
30%
20%
10%
0% Excellent Good Average Poor Other
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 15 Contractors Are Using the Site Primarily for General Information and Training When asked what features or resources the contractors have used on the Energy Upgrade California website, the most frequent responses were general information, webinars and training, and the resource library (marketing materials, downloads, brochures, etc.).
Motivators to Taking an Energy-Saving Action
60% 50% 40% 30% 20% 10% 0% Library Resource Resource General Digest Trainings Trainings Webinars & Webinars Information Certifications Home Energy
KEY TAKEAWAYS FROM THE CONTRACTOR PANEL SURVEY
• Many contractors using the Energy Upgrade California website are not registered participants in the program. • Contractors visit the site occasionally and often refer clients there. • Most expressed an average Energy Upgrade California website experience noting difficulties navigating and finding the right information. • Majority of contractors would be interested in adding user reviews to their listings. • General program info, more rebate info and ROI tools were most requested content.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 16 Survey Findings—Intercept Survey www.energyupgradeca.org
Following are highlights from the site intercept survey deployed on www.energyupgradeca.org. The complete survey and responses are included in the Appendix of this report.
Majority of Site Users are Looking for Rebates/Incentives When asked what they came to www.energyupgradeca.org to do, the majority of users responded that they were looking for rebates and/or incentives. Following close behind was contractors looking for resources and homeowners looking for contractor information.
Site Goals for EnergyUpgradeCA.org
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Info Find/Verify Find/Verify Contractor Incentives Resources Resources Find Rebates & Find Rebates Find Qualifying Find Policy Info Find Policy Find Contractor
More Than Half of Users Unable To Accomplish Site Goals When asked if they were able to accomplish those goals, more 62% of users said no.
Ability to Accomplish Site Goals
70% 60% 50% 40% 30% 20% 10% 0% Yes no
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 17 More Than Half of Users Rated Their Site Experience as Poor Respondents reported a range of experiences on the site, but more than half had issues completing tasks.
Ability to Accomplish Site Goals
Good 18%
OK Poor 24% 58%
Some of the write-in reasons that were given for the poor experience rating, included:
• Couldn’t find contact information
• Couldn’t find the correct information specific to the user’s address
• Couldn’t find statewide/general information
• Not enough detail about how the program works and the various steps along the way (checklist)
• No way to chat/talk with a real person about questions
• Site referred me to PGE.com which referred me back to energyupgradeca.org
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 18 Utility Websites and Government Informational Sites Have Our Audience’s Attention When asked what energy sites the user had visited more than once, what we heard most frequently was the user’s utility website and government sites like energystar.gov, energy.gov, and energy.ca.gov.
Energy Sites User Has Visited More than Once
35% 30% 25% 20% 15% 10% 5% 0% Utility Sites Government Sites Non-Profit/Educational Solar Manufacturers
KEY TAKEAWAYS FROM WWW.ENERGYUPGRADECA.ORG INTERCEPT SURVEY
• Users are looking for more general information than is currently on the site. • There are multiple breakpoints in the current rebate journey. • There’s no way to get help if a user can’t find relevant content on the Energy Upgrade California or utility website. • Utility websites have our audience’s attention — with most initial and repeat visits.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 19 Web Personas
We created web personas using information gathered from:
• One-on-one user interviews conducted between January 22–February 15, 2013 • Attitudes and behaviors as described for each segment in the August 30, 2012, 2011–2012 General Households Population Study by Research into Action and Opinion Dynamic Corporation
Although we interviewed a multifamily property owner, we found that this user profile aligned with the disconnected user, and thus included that data below.
Residential — Leading Achiever Segment
About this User/Segment
• This segment is most likely to take sweeping energy-saving actions and would be more prone to utilize a range of features that would enable them to save money/energy • They may skip smaller energy-saving measures for more comprehensive solutions
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 20 Story
• Started discussing going solar in 2008 “when there was a lot of talk about hybrid cars and solar” • Tami and her husband asked many friends (none of whom had solar) if they had connections to contractors • Currently, they are not overly attentive to their energy consumption • Uses: Google, Wikipedia, Gmail, Twitter, and Craigslist daily • Watches 11pm KRON news, listens to NPR daily
Motivation
• Be good to the environment while ensuring her energy needs will be met in the future
Goals
• Buy solar through a local company • Buy enough panels to have power for the future
Leading Achiever Site User Needs
• Learn about renewable energy technology (e.g., solar): What is it? How does it work? • Calculate return on investment • Calculate positive impact of renewable energy on environment and energy resources (to help justify larger purchase) • Find more information on saving money and financing such as renewable energy rebates/incentives; learn about qualifications for rebates/incentives • Get links to manufacturers of renewable energy products • Find contractors and contractor reviews • Read or watch testimonials of others who have installed renewable energy • Sign up for email updates
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 21 Residential — Striving Believer Segment
About this User/Segment
• May want news/latest technology to follow low-cost, energy-saving products • Thinks of herself as a responsible user of energy but may browse tips to see if there are any she doesn’t know about • Tracks usage to see if there are spikes where behavior changes can be applied (spacing out laundry and dishwasher, etc.) • Since replacing appliances or lighting is often a trigger point for this segment, product information and reviews are very important • This segment is more likely to take a no-cost/low-cost energy action so renewable energy may be out of reach because of costs
Story
• After washer broke, Courtney visited homedepot.com to start exploring different options and pricing • She was initially skeptical of high-efficiency washers, but a visit to her friend’s house — and later watching a video on YouTube — gave her confidence • Visited Orchard Supply and Lowes before buying in-person at Lowes
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 22 Motivation
• To use energy responsibly
Goals
• Conserve energy by turning off lights and buying efficient appliances • Get reassurance from people she knows that certain types of products are good
Striving Believer Site User Needs
• Learn how energy-saving actions impact the environment • Track energy usage and compare it to similar households • Find no-cost/low-cost tips that will save energy while increasing comfort in the home • Find rebates and incentives • Find energy-efficient products and product reviews • Find retailers of energy-efficient products
Residential — Disconnected Segment
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 23 About this User/Segment
• Finding ways to save money are most important to this segment • Demand response options represent a good option for this audience so it is important for them to understand their usage • Since most rebates/incentives require purchases, user may not be looking at these options — would need to be shown any applicable options for renters • Might look for energy-efficient lighting or small appliances
Story
• Receives bills from PG&E by e-mail and pays through online bill pay. • As a renter, feels that there are not many decisions to make for saving energy • Because of his responsibility and concern for the environment, he has sought out appliance recycling in the past
Motivation
• Wants to save money while keeping his home comfortable for his family
Goals
• Learn how to lower utility bill • Discovery energy-saving options for renters • Find out about energy-saving products • Find out where to recycle appliances
Disconnected Site User Needs
• Mobile-optimized site (mobile is often primary method for accessing the Internet) • Find no-cost/low-cost tips that will save energy while increasing comfort in the home • Learn about options for renters • Find retailers of energy-efficient products • Find where to recycle appliances
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 24 Contractor
About this User/Segment
• Primary goals are to get leads, so features associated with that are of highest importance — find rebate programs and marketing materials, manage profile, monitor reviews • Program info, rebates/incentives and ROI calculators can assist with converting prospective clients
Story:
• Getting rebates for customers takes a lot of resources from the business • Finds customers by paying for leads through web and 3rd party canvassers, goes to street fairs and home shows • Making a clear financial pitch by showing customers how much they will save is most effective.
Goals
• Grow business from staff of 10 and 60 installs last year to staff of 18 and 130 installs this year • Reduce cost per customer acquisition by 50% this year • Wants to get current customers to ask their friends and family to go solar
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 25 Contractor Site User Needs
• Mobile-optimized site (tablets are often used to share content with clients/prospects in the field) • Stay up-to-date on rebate/incentive programs • Download co-op marketing materials and branding guidelines • Manage contractor profile — provide details about areas of specialty • Share ROI calculators with prospective clients • Walk prospective clients through programs — step by step • Find where to recycle appliances
SUMMARY
• The Energy Upgrade California website needs to address a range of user types and needs • The areas where all three target segments have overlapping needs include: • A resource for finding energy-efficient products • A resource for finding rebates, incentives and financing • A resource for discovering energy-saving and other energy-management tips and solutions
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 26 Website Audits
Extractable audited the 17 primary and secondary websites using the following evaluation rubric:
1. Usability and Findability 1.1 Is content easy to read and scan for the target audiences? 1.2 Does IA/UI facilitate findabilty? 1.3 Does site search produce useful results?
2. Usefulness and Relevance 2.1 Is the purpose of the site clear? (e.g. What is this site meant to deliver?) 2.1 Does the site live up to its mission? 2.2 Is site content attractive, useful and relevant? Does it reflect best practices? 2.3 Are there useful tools or content available to help users understand key audit and energy management concepts?
3. Clarity and Accuracy 3.1 Does the site provide clear, consistent, intuitive navigation? 3.2 Is the content understandable to users? Does it use plain language? 3.3 Do links take users to the appropriate place to learn more/take action? 3.4 Does the site link to outside useful sites… do they add value? 3.5 Is there a consistent user experience across the entire site?
4. Influence and Engagement 4.1 Does the site use the appropriate techniques (images, video, gaming, interactive) to influence or engage customers? 4.2 Is the site attractive and engaging? Does it represent the brand? 4.3 Are there clear calls to action (CTAs)?
5. Social Media and Community 5.1 Does the site promote social media channels (e.g., links to and feeds from Facebook, Twitter, LinkedIn, G+?) 5.2 Is it easy for a user to share content on the site to social media channels? 5.3 Is social media sharing and promotion used in an appropriate fashion? 5.4 Is there an active community present on the site?
6. Completeness and Timeliness 6.1 Does the site include all of the information customers need/want about energy management topics? 6.2 Does content clearly communicate how/where the user can take action? 6.3 Is the content current and timely?
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 27 7. Mobile Readiness 7.1 Is the content optimized for mobile viewing on a smartphone? 7.2 Is the content optimized for mobile viewing on a tablet? 7.3 Can the user access all content types, tools and features (e.g., video, calculators, decision tree) on a mobile device?
GRADING SCALE
Excellent. High-quality, best practice A that delivers considerable benefits.
Good. Supports ease-of-use and a posi- B tive customer experience.
Average. Some aspects may cause prob- C lems for users.
Below Average. Poor quality likely to D cause problems for users.
3
Scorecards for Primary Websites
Following are the scorecards for each of the primary websites that were audited by the team of five strategists at Extractable. Scorecards and detailed notes for all primary and secondary websites can be found in the Appendix.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 28 Energy Upgrade California energyupgradeca.org
C
Overall grade
A+ A A- B+ B B- C+ C C- D+ D D-
1.Usability & 2. Purpose & 3. Clarity & 4. Influence & 5. Social Media 6. Completeness 7. Mobile Findability Relevance Accuracy Engagement & Community & Timeliness Readiness
Takeaways:
• Site is not browsable for general audience. • “Tunnel” user experience focused only on whole-home upgrades; hard to deviate from "local info" county pages. After inputting zip code, user can't get back to home to re-input zip code. Search not available until inside region-specific. • Content needs a balance between personalization and general awareness info. • No rich media or interactive--text heavy. Home Energy Digest is good content-wise, but not formatted for browsing or search. • Limited information on contractors (no ratings, reviews etc.) and difficult to search and sort. • Limited information and competing calls to action for contractors trying to join or use site as a resource. • Content is not sharable, nor is there an active community present.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 29 Engage 360 engage360.com
C
Overall grade
A+ A A- B+ B B- C+ C C- D+ D D-
1.Usability & 2. Purpose & 3. Clarity & 4. Influence & 5. Social Media 6. Completeness 7. Mobile Findability Relevance Accuracy Engagement & Community & Timeliness Readiness
Takeaways:
• New social network adoption demands too much of users. Logins must outweigh “the ask” of users. • Community structure and activity is not accessible for browsing audience (requires login). • CTA's are unclear (share/ join vs. 'do more' in energy management). • Disconnect between messaging and content--“Do More” leads to articles, no CTA. • No incentive or messaging addressing benefits of joining network or sharing content. • Content is not visual or interactive with few CTA's between blog posts. • Rebate Finder & "Show Your Work" lift the grade, but need visual, interactive content. • Not enough original, curated or shared content to support a social site. • The format of the blog content is predominantly text and therefore not optimized for sharing; users require a login to comment on articles on the site, and upon selecting “share”, there is no image in the share out that displays on Facebook.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 30 Flex Alert flexalert.org
B
Overall Grade
Go Solar California gosolarcalifornia.org
C-
Overall Grade
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 31 Water Heated by the Sun waterheatedbythesun.com
C+
Overall Grade
Aggregate Scores
The following chart shows the average score for each heuristic area as well as the overall average score for each of the primary and secondary websites we audited. Detailed scorecards and notes for all websites can be found in the Appendix.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 32 Utility Account Audits
In addition to the primary and secondary website audits, we also explored the features found in the logged-in state of a user’s utility website. The following compares and highlights the available features.
Feature pge.com sce.com socalgas.com sdge.com Notes
Home Energy ✖ ✖ ✖ ✖ Survey/Checkup SCE: Requires separate Energy Action Plan ✖ ✖ ✖ email signup
Set a Goal to Reduce ✖ ✖ ✖ ✖ Energy
Energy-Saving Tips ✖ ✖ ✖ ✖
Compare My Bills ✖ ✖ ✖
Track Usage ✖ ✖ ✖ ✖
Compare Usage to ✖ ✖ ✖ Other Homes
Set Up Usage Alerts ✖ ✖ ✖ v: Green Button feature Green Button v v ✖ available but barriers to completion Demand Response ✖ ✖ ✖ Rewards
Solar Calculator ✖
Carbon Footprint Green ✖ indicates on public ✖ ✖ Calculator page Energy Upgrade CA Green ✖ indicates on public ✖ | ✖ ✖ ✖ ✖ Info/Link page
Engage 360 Info/Link ✖
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 33 Examples: Energy Audit/Home Survey
SDGE.com and PGE.com offer good data visualization of energy usage and comparison to neighbors.
PGE.com was the only utility to include links to Energy Upgrade California behind the logged in state.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 34 Examples: Energy Tips + Action Plan
PGE.com makes it extremely easy for a user to find tips and make a plan. The ability for a user to see what others in the community are doing is also a nice feature.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 35 Examples: Energy Tips + Action Plan
SDGE.com and SoCalGas.com appear to be using the same tool (but with different design elements and slightly different labeling) that organizes tips in terms of effort and financial investment.
This tool makes it easy for users to select actions and put them into a plan.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 36 Examples: Compare Usage to Other Homes
PGE.com provides multiple comparison tips and tools in one place.
SoCalGas.com shows comparison of the user’s home to similar homes in the neighborhood and brings in the community impact element.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 37 Examples: Set Goals And Alerts
SCE.com makes it easy to set goals then set up alerts associated with them.
SDGE.com takes the user off of the main site to set up alerts. This is not the best user experience. It is always preferable to keep the user on the site whenever possible.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 38 Example: Green Button (Good Experience)
SDGE.com had the best Green Button experience of the ones we tried. It offered one-click access to the Green Button report from My Energy Use (where one would expect to find the report).
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 39 Website Analytics
We analyzed the analytics for both www.energyupgradca.org and www.engage360.com for the period of Jan 1, 2012Ω– Jan 1, 2013 and have provided the highlight of our findings here. There wasn’t much to analyze for Engage 36o given that not much had been done with the site in 2012.
WWW.ENERGYUPGRADECA.ORG
Appreciable Site Traffic Spikes Seen With Marketing Campaigns
In looking at Google Analytics we saw three areas of traffic spikes coinciding with marketing campaigns as follows:
• An email campaign at the end of March 2012 • Various media and SMS campaigns from July–October 2012 • A newspaper campaign, homeowner workshop and website link in Contra Costa County during the last two weeks of December accounting for a 15,000% increase in traffic to EUC - http://energyupgradecalifornia…their landing page energyupgradeca.org/ [DEFAU…
Direct Traffic Jan 1, 2012 - Jan 1, 2013
% of visits: 48.12%
Explorer
Site Usage Various
Media & Visits Contra Costa SMS 4,000 Campaign Campaigns Contra Costa 2,000 Campaign
Aprilil 201220 July 2012 October 2012
Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate 220,846 2.40 00:01:49 78.61% 71.34% % of Total: 48.12% (458,964) Site Avg: 3.51 (-31.83%) Site Avg: 00:02:56 (-38.20%) Site Avg: 73.44% (7.04%) Site Avg: 56.00% (27.39%)
Landing Page Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate
1. /overview 138,936 2.44 00:01:32 85.56% 71.27%
Referral2. /county/contra_costa/overview Traffic From Utilities Shows Higher Engagement27,117 1.29 00:01:02 62.43% 84.89% As you3. /county/los_angeles/overview can see from the statistics below, users who23,793 are coming2.03 to the00:01:37 Energy Upgrade84.31% 74.55% California4. /county/san_mateo/overview website from their utility’s website are2,448 more engaged,1.58 with00:00:57 more pages 77.66%per visit, 83.21% more5. /county/alameda/overviewtime spent on the site and a lower bounce1,662 rate. While one2.16 might00:01:09 think that users84.66% can get68.59% all of6. the/county/los_angeles/incentives information they need from their utility,1,304 this analysis3.48 shows00:05:45 that this audience59.05% is 52.68% actually7. /county/los_angeles/flexpath_overview seeking more information. 1,094 4.64 00:08:10 56.03% 27.88% 8. /county/los_angeles/action_plans/address 772 2.99 00:06:45 55.44% 59.20%
9. /county/los_angeles/about_local_financing 675 3.43 00:07:50 73.93% 53.93%
ENERGY10. /county/los_angeles/flexpath_completionform UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT637 - MARCH2.28 12, 2013 00:09:40 43.80% 57.77%40
Rows 1 - 10 of 2228
© 2013 Google EUC - http://energyupgradecalifornia.org/ energyupgradeca.org/ [DEFAULT]
Referral Traffic Jan 1, 2012 - Jan 1, 2013
% of visits: 27.50%
Explorer
Site Usage
Visits 4,000
2,000
April 2012 July 2012 October 2012
Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate 126,197 4.41 00:03:41 73.31% 43.94% % of Total: 27.50% (458,964) Site Avg: 3.51 (25.46%) Site Avg: 00:02:56 (25.32%) Site Avg: 73.44% (-0.18%) Site Avg: 56.00% (-21.55%)
Source Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate
1.1. ssce.comce.com 13,25413,254 7.487.48 000:05:510:05:51 776.90%6.90% 117.54%7.54%
22.. ffacebook.comacebook.com 55,417,417 11.57.57 000:00:400:00:40 886.03%6.03% 882.79%2.79%
33.. ppge.comge.com 44,859,859 77.18.18 000:05:560:05:56 771.19%1.19% 118.38%8.38%
44.. ppandora.comandora.com 33,634,634 11.96.96 000:00:510:00:51 889.60%9.60% 774.74%4.74%
55.. ssocalgas.comocalgas.com 33,427,427 66.49.49 000:05:470:05:47 668.57%8.57% 227.75%7.75%
6. googleads.g.doubleclick.net 3,362 3.14 00:02:07 86.67% 56.40%
7. energyupgradeca.com 3,351 5.30 00:05:10 55.03% 30.47%
8. 36ohk6dgmcd1n-c.c.yom.mail.yahoo.net 3,342 4.33 00:03:57 69.75% 38.21%
99.. ssdge.comdge.com 33,289,289 66.07.07 000:04:14:04:14 833.52%.52% 223.23%3.23%
10. dsireusa.org 2,012 6.85 00:06:12 69.28% 22.66%
Rows 1 - 10 of 3522
© 2013 Google Conversely, those users who are coming to the site from social ads have much lower engagement with fewer pages per visit and les time on site and a much higher bounce rate. EUC - http://energyupgradecalifornia.org/ energyupgradeca.org/ [DEFAULT]
OrganicSearch OverviewSearch Shows Higher Engagement Than Paid Search Jan 1, 2012 - Jan 1, 2013 Analytics% of visits: 21.79%show that visitors coming to the site via organic search are more engaged than those
comingExplorer via paid search traffic, with more pages per visit, longer time on site and a lower
bounceSite Usage rate.
Visits 1,000
500
Aprilil 201220 July 2012 October 2012
Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate 100,022 5.03 00:04:39 60.71% 35.25% % of Total: 21.79% (458,964) Site Avg: 3.51 (43.03%) Site Avg: 00:02:56 (58.33%) Site Avg: 73.44% (-17.33%) Site Avg: 56.00% (-37.06%)
Traffic Type Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate
1.1. o organicrganic 881,9621,962 55.50.50 000:05:150:05:15 556.57%6.57% 330.33%0.33%
2. paid 18,060 2.87 00:01:57 79.51% 57.58%
Rows 1 - 2 of 2
© 2013 Google
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 41 EUC - http://energyupgradecalifornia.org/ energyupgradeca.org/ [DEFAULT]
Devices Jan 1, 2012 - Jan 1, 2013
% of visits: 39.80%
Explorer
MobileSite Usage Traffic Is Unusually High At nearly 40%, the mobile traffic to Energy Upgrade California is quite high. Some of this traffic can Visits be attributed to the community outreach efforts performed by Ecology Action using an iPad to3,000 drive traffic to the site. As mobile usage is on the increase, it is important to keep mobile in mind when developing the new digital portal.
1,500
April 2012 July 2012 October 2012
Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate 182,669 1.76 00:01:08 78.74% 79.06% % of Total: 39.80% (458,964) Site Avg: 3.51 (-49.97%) Site Avg: 00:02:56 (-61.20%) Site Avg: 73.44% (7.21%) Site Avg: 56.00% (41.18%)
Mobile Device Info Visits Pages / Visit Avg. Visit Duration % New Visits Bounce Rate
1. Apple iPhone 85,054 1.51 00:00:48 79.34% 82.33%
2. Apple iPad 27,973 3.02 00:02:07 73.73% 62.37%
3. SonyEricsson LT15i Xperia Arc 11,126 1.47 00:00:46 82.41% 83.10%
4. (not set) 7,090 1.69 00:01:30 79.94% 78.17%
5. Apple iPod Touch 5,017 1.35 00:00:31 86.27% 86.21%
6. Samsung SCH-R720 Admire 3,305 1.27 00:00:47 79.70% 86.14%
7. Apple iPod 2,183 1.33 00:00:48 71.32% 85.80%
8. Samsung SPH-M820 Galaxy Prevail 1,675 1.25 00:00:30 85.07% 87.46%
9. HTC PC36100 EVO 4G 1,634 1.40 00:00:42 87.70% 84.88%
10. HTC EVO 4G 1,447 2.06 00:01:38 73.32% 73.60%
StatewideEUC - http://energyupgradecalifornia.org/ Tour Pages Are Leading Site Performers Rows 1 - 10 of 406 energyupgradeca.org/ [DEFAULT] © 2013 Google AlthoughVisitors Flow over half of the site visitors are leaving at the home page, the statewide tour pages aJanre 1, 2012 - Jan 1, 2013 showing good engagement and progression. This report is based on 59.2K visits (21.4% of visits). Learn more
Visitors Flow » Traffic through '/overview' Step -1 Step 0 Step 1 Step 2 8.18K Visits 276K Visits 114K Visits 84K Visits
/county/los...incentives /overview /statewide_tour_page0 /statewide_tour_page1 1.62K 276K 21.7K 14.4K
/county/los_angeles 906 /overview /county/los...s/overview 13.5K /county/los...s/overview 15.7K 710
/county/los...ns/address / 6.59K 441 /news/finan...rsaver-332 6.89K
/county/sonoma /statewide_tour_page0 427 / 3.32K 6.54K (>100 more pages) 4.07K /county/los_angeles 2.79K /news 6.48K (>100 more pages) ⇩ 43.5K (>100 more pages) 56.3K
⇩
© 2013 Google
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 42 Analysis of Successful Pages
Some likely reasons for the success of the Statewide Tour pages include:
- Clearly communicates user benefit
- Web-friendly copy
- Clear call to action (Next: How it Works) being clicked by 57% of users
http://www.engage360.com - http://www.engage360.com Subsequent pages in the Statewide Engage 360 Without Exclude Filters Tour appear to perform equally as Jan 1, 2012 - Jan 1, 2013 Audience Overview well % of visits: 100.00%
Overview
WWW. Visits ENGAGE360.COM 140 Very Low Number of Returning Site Visitors
70 Given that Engage 360 was meant to be a community with a strong social aspect, we would expect to see a much higher number of returning visitors than 16%. April 2012 July 2012 October 2012
19,902 people visited this site
Visits: 23,435
Unique Visitors: 19,902
Pageviews: 43,350 83.86% New Visitor 19,653 Visits Pages / Visit: 1.85 16.14% Returning Visitor Avg. Visit Duration: 00:01:20 3,782 Visits
Bounce Rate: 74.09%
% New Visits: 83.84%
Language Visits % Visits
1. en-us 22,406 95.61%
2. en 490 2.09%
3. en-gb 112 0.48%
4. fr 55 0.23%
5. ja 36 0.15%
6. zh-tw 35 0.15%
7. zh-cn 33 0.14%
8. ko 28 0.12%
9. es 26 0.11%
10. ru 25 0.11% ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 43 view full report
© 2013 Google Search Engine Optimization
WWW.ENERGYUPGRADECA.ORG
Approximately 9.5% of the site traffic comes from branded search phrases in major search engines (Google, Yahoo, Bing, Ask, etc). For example, phrases that include ‘energy upgrade california’, ‘energy upgrade california los angeles’, ‘flex plan energy upgrade’. These visitors have been exposed to the programs before and are searching for the site by name. While these visitors are important, they are already somewhat aware of the Energy Upgrade California mission, offerings, programs, etc.
Approximately 2.8% of the site traffic is from unbranded search phrases. Phrases such as ‘los angeles energy rebates’ imply that the visitor is looking for information on an energy-efficiency subject and does not necessarily yet know about Energy Upgrade CA offerings. Marketing sites with educational content typically have a much higher percentage and aggregate of non- branded traffic (i.e. ~30%-70%).
The goal is to get more of the audience that is searching on unbranded terms, as this segment represents this biggest opportunity for new site visitors. To that end, we brainstormed a list of 100 non-branded phrases based on our conversations with stakeholders, site reviews, and documentation review and came up with a list of 100 non-brand terms. We found that these 100 non-branded terms (e.g., energy-efficient products, energy efficiency, energy saving, save energy, what is an energy audit, etc.) represent 2,500,000 monthly Google searches in the U.S. Looking at Google Trends data, approximately 9%–11% of that traffic is from California, representing a potential 250,000 monthly searches for which Energy Upgrade California could be a leading search result if the site were optimized. Further focusing these phrases on a county, city or state level will show additional increases in traffic opportunities.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 44 SEO Comparative Analysis
This comparative analysis will show how some sites are achieving significantly more non-branded traffic for the type of phrases that are relevant for our audiences.
The example Web page to the right is targeting the phrase ‘energy conservation’ (among other phrases) as follows:
Phrase energy conservation
- 3rd organic search result - Estimated traffic = 14k visits / month
Content Targeting
- energy conservation – 8 instances – title, list, meta - energy conservation options – 3 instances – title, meta - lighting retrofits – 2 instances – list - PG&E rebates – 2 instances – text
Links
- 7 domains and 14 links to the page - 10 domains and 28 links to the domain
The page is doing a moderate job at content targeting and does not have as many inbound links as the Energy Upgrade CA site (see next page).
This demonstrates a significant missed opportunity for Energy Upgrade California.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 45 SEO Comparative Analysis
This is an example of how Energy Upgrade California is attracting a small amount of non-branded traffic today.
Phrase energy rebates california
- 2nd organic search result - Estimated traffic = 100 visits / month
Content Targeting
- energy rebates california – 0 instances - energy– 17 instances – URL, title, link, alt, list - energy upgrade – 11 instances – title, link, alt, list - clean energy – 2 instances – link, list - rebates – 2 instances – list
Links
- 295 domains and 2.1K links to the page - 805 domains and 14.3K links to the domain
Although the inbound links are great for this page, the content is doing a moderate job of targeting the phrase — ‘energy rebates california’ does not appear a single time. This is an easy fix and represents a big opportunity.
Recommendation
Our recommendation is to conduct primary keyword/phrase research and identify key terms for optimization, and then create landing pages for those terms. Additionally, it is important to perform on-page content optimization and ensure that all metadata is in place for all pages.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 46 Ecosystem
In order to identify opportunities and challenges in the user journey, we mapped the ecosystem from a user’s first point of contact with Energy Upgrade California, through to digital success.
Users who become aware via outreach (workshops, farmers markets, door-to-door, etc.), their utility and, to some degree, search tend be more engaged and likely to move through the funnel towards success.
Current Ecosystem:
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 47 To lead a wider range of users through the funnel to success, Extractable identified opportunities to improve search, outreach, and social.
Opportunities include customizing landing pages, optimizing SEO, and engaging broadly in outreach that creates two-way interactions in the social space.
Proposed Ecosystem:
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 48 Best Practices and Recommendations
We have identified a set of key needs based on our Discovery process. We audited nearly 60 primary, secondary and tertiary websites in search of best practice examples that can meet the identified needs.
Top 10 Site Recommendations
1. Offer Guided User Experience
2. Offer Quick Links to Content
3. Create Share-Worthy Content
4. Commit to Content
5. Recommendation: Offer Easy-to-use Action Plans
6. Personalize Site Experience
7. Be a Trusted Source
8. Elevate Social Engagement
9. Optimize for Mobile and Search
10. Provide Co-Branding/Content Guidelines
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 49 Best Practice: Guided User Experience
Clear, concise steps, encouraging small actions and showing process/progress.
Why we chose these examples:
• Main navigation provides intuitive paths for different user types
• Front-and-center “Start Here” message engages user and helps them get started
• Choices are broken down into small actions to better connect users with relevant content
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 50 Why we chose this example:
• Consistently presented content (using headers or tabs) helps the user understand what to expect next
1. Recommendation: Offer Guided User Experience
1 Enable users to navigate by user type and need — for example, by residential, business or as a contractor or industry practitioner.
2 Break up complex user decisions into smaller actions and show the users’ progress.
3 Use consistent labeling to help users through the process.
4 Use clear calls to action to reduce confusion.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 51 Best Practice: Provide Quick Links to Content
Users engage on sites where the navigation connects them to the content they want.
Why we chose these examples:
• Both home pages provide quick-link buttons to most commonly accessed content
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 52 2. Recommendation: Offer Quick Links to Content
1 Enable users to quickly access relevant content through quick navigation links.
Creates a richer, more engaging experience for users b conveying the breadth of content that 2 is available. (Useful for communicating the expanded Energy Upgrade California brand.)
3 For many users, site search is the preferred way to quickly access content, which means that site search must reliably return accurate results — preferably with filtering capabilities.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 53 Best Practice: Share-Worthy Content
Interactive, positive, rich-media content including games and videos
Why we chose these examples:
• Example 1: Switch Labs video series on vampire energy offers educational content in an entertaining format (10k + views) • Example 2: National Geographic ‘energy resources’ quizzes are fun and educational
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 54 Why we chose this example:
• The video game feel of Mass Save home energy assessment makes it entertaining and informative — and highly shareable • Mass Save does a great job of messaging to various audiences — homeowners, property owners and renters — as well as different building types
3. Recommendation: Create Share-worthy Content
1 Create content that educates but also entertains to increase likelihood it will be shared.
Create and promote case study/testimonial videos that are relatable to our target audience 2 — use them to provide useful tips and information in an entertaining way.
3 Develop an interactive data visualization app — Our Energy State — that models current, past and future energy usage of various types.
4 Extend the home energy explorer to offer even more energy- saving tips, such as historical buildings.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 55 Best Practice: Fresh Content
Users are more likely to trust and return to a site that is kept fresh with regular updates.
Why we chose these examples:
• Energy.gov includes headline news in the hero pane; highlights “Photo of the Week” on home page; recent blog posts; local news
• EWG highlights recent news in the hero area — it’s clear that the site was updated recently (this screenshot was pulled on 2/17)
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 56 4. Recommendation: Commit to Content
1 Create a forward-looking content calendar and develop content accordingly.
2 Curate content from your partners’ sites and programs, as well as trending news items.
Leverage news and events, and repurpose other content (e.g., videos) to keep your 3 site fresh.
Best Practice: Facilitate Action
Facilitate action by making it easy to browse and save energy tips to an action plan that’s customized yet connected to the greater community.
Why we chose this example:
• Cool California: Shareable, interactive widget that shows cost savings and environmental impact to drive action
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 57 Why we chose this example:
• MN Energy Challenge: Easy-to- browse list of actions that uses fun copy to engage readers
5. Recommendation: Offer Easy-to-use Action Plans
1 Make it easy for users to browse energy-saving actions and add them to their action plans.
2 Use simple, checklist-style tracking to show progress.
3 Provide “rewards” (e.g., badges, kudos) for completing tasks/levels/plans and enable easy sharing to social media.
4 Offer social/third-party sign-in to reduce barriers to site registration/begin action plan.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 58 Best Practice: Personalization and Context
Encourages users to track their impact and compare against the community.
Why we chose these examples:
• Energy Trust Home Energy Profile uses data visualization to show personal energy usage, making it easy to see how the user compares to others in his/her community
• The local focus of Minnesota Energy Challenge connects actions to a community
6. Recommendation: Personalize Site Experience
1 Use various tactics to personalize the site experience to increase relevancy.
2 Use IP detection to serve up content based on a zip code but enable users to easily change the zip code to see content in other areas.
3 Connect user’s actions to greater community.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 59 Best Practice: Trusted Source
Users are looking for information that comes from trustworthy sources, including peers and robust resource centers.
Why we chose this example:
• Mass Save: Learning Center-- easy to use. Uses language that is supportive but not pushy or guilt inducing. “Start with a few easy steps while you plan for even greater energy savings through more efficient heating and cooling…”
7. Recommendation: Be a Trusted Source
1 Connect the goals of the site to the greater energy goals of the state of California.
2 Aggregate all program information in one consistent, comprehensive, easy-to-use digital portal.
3 Be clear about what content/information is available on Energy Upgrade California and what must be found elsewhere — provide links where appropriate.
4 If product and contractor reviews can’t be offered on the site, provide content on how to choose a contractor or what to look for when buying energy-efficient products.
5 Offer a resource library of links to review sites, partner sites, informational sites, etc.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 60 Best Practice: Social Engagement
Users benefit from opportunities to discover and share within their networks.
Why we chose these examples:
• Opower offers robust apps and tools that spur social competition and sharing • Energy Trust responds to every Facebook post, even compliments—seizing every opportunity to engage with users and link back to their website
8. Recommendation: Elevate Social Engagement
1 Be dedicated to social — develop an editorial calendar and see it through.
Create a mix of content, including timely news and events, fun facts, tips, program info, etc. 2 Monitor performance/user feedback and adjust content types accordingly.
3 Link back from social media to Energy Upgrade California website to complete the loop.
4 Tell people what action you want them to take and why. For example, “Share this” and “like us” or “retweet this” because “it will help California reach our energy goals”.
5 Consider offering forums for users to share ideas and get support.
6 Encourage dialog by responding to ALL comments whether they be requests for support, complaints or compliments. This is where you can solidify relationships and change minds.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 61 Best Practice: Mobile Readiness
Create pleasing, mobile-optimized experiences for users on the go.
Why we chose these examples:
• Example 1: Energy Star: Quick links to most used content delivers a better experience for mobile users
• Example 2: SDGE: Easy to use site; iPhone app available that allows for bill pay, contact to help center, terms of use and such; Only hitch is the mobile app is listed below fold at the bottom of the page; Overall a positive experience and everything that is available on the main site is accessible on the mobile site.
9a. Recommendation: Optimize for Mobile
1 Develop mobile-optimized information architecture.
Leverage geo-locating features to personalize contractors, retailers, home energy usage 2 comparison, rebates/incentives, events, etc.
3 Suggest relevant mobile applications.
4 Utilize QR codes and other mobile-friendly tracking mechanisms to bridge physical to digital.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 62 9b. Recommendation: Optimize for Search
1 Conduct research to determine primary and secondary search terms and phrases.
2 Create landing pages that are optimized for all primary search terms and phrases.
3 Perform on-page content optimization and ensure that metadata is in place for all pages.
4 Continue to build on robust inbound links by leveraging partnerships. Offer linking policy and widgets on your website to facilitate additional beneficial links.
5 Use social sharing to increase reach and traffic that drives organic search performance.
6 Keep content fresh with news and events (search engines like fresh content).
Best Practice: Seamless User Transitions
Provide consistent, expected experiences between origination website and partner site to reduce user drop-off and dissatisfaction.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 63 10. Recommendation: Provide Co-Branding/ Content Guidelines
1 Provide style and branding guide to partner sites.
2 Identify and share consistent user flows.
3 Ensure that links are not circular, trapping the user at a point of inaction.
4 Track analytics to identify potential break points and opportunities.
Putting it all Together
Extractable created a wireframe to show you how the home page for Energy Upgrade California might be structured to include some of the best practices we have recommended here.
The following wireframe is meant to be a representation of the strategy, not a design recommendation for the future-state site.
The wireframe is NOT meant to represent:
• •Visual design —colors, fonts, icons, imagery, etc. • •Final, all-inclusive navigation
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 64
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 65 Vision
To provide Californians with a comprehensive digital center of Vision excellence that delivers:
• Energy-management information
• Energy-efficiency and conservation education and activities • Demand-side and clean-energy program information
• Action steps for residential and small businesses
• Climate-change education and solutions
• Financial assistance information
To Deliver On the Vision, The Site Must:
• Be accessible and findable to all Californians
• Meet the needs of a range of audiences
• Provide a comprehensive content strategy that encompasses all energy-efficiency / clean- energy topics, including:
o General energy education and awareness o Information related to demand response o Dynamic rate options o Enabling technologies o Low-income, energy-efficiency assistance programs such as Energy Savings Assistance Program
o Distributed generation investment o Smart grid upgrades o Climate change impacts and any other general impacts of energy use
• Make it easy for users to understand key concepts around energy-efficiency / clean energy
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 66 • Make it simple for users to take action, track progress and complete tasks
• Make it simple for program administrators to complete necessary tasks
• Provide a consistent user experience from Energy Upgrade California to any externally linked website
• Enable practitioners to communicate news, programs, incentives and other content
• Connect influencers to the greater community
• Live on a platform that is scalable, sustainable and cost-effective for short-term and long-term development and expansion needs
• Be equipped with analytics tagging based on pre-defined KPIs to enable tracking, reporting and optimization
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 67 KPIs
Key Performance Indicators are crucial for identifying and tracking success. We examined key KPI categories, tracking and reporting structures, data context, and user segments to measure the success of Energy Upgrade California.
KPI Categories: Areas of Reporting and Growth
Awareness Education Action Site Updates
• The web • The content and • The digital • The web teams presence should functionality of channel should and the groups extend beyond the site should be persuasive that interact the primary captivate visitors enough for with Energy www site. The to learn more visitors to Upgrade content and about energy provide contact California should functionality management. information, be timely at should be to request more producing and valuable enough • The site should information, coordinating that it is provide visitors and/or to relevant content referenced by with enough reach out to and functionality other external value that they utilities, local to drive energy sites. return for governments, management multiple visits retailers, and throughout • The external and more other initiatives California. mentions would information to take action. ideally be each visit. captivating enough to drive traffic back to the main website for multiple visits.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 68 High-Level Reporting
The high-level reporting for the Energy Upgrade California site should focus on a small number of data points that help the teams focus on continual growth and value.
Marketing Education Action Site Updates Efficiency
External Account Sign Repeat Visits New Articles Mentions Ups
Shares, Likes, Inbound Links Articles Read New Functions Retweets
External New Visitors Tool Usage New Authors Interaction
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 69 Technology Recommendations
Extractable’s recommendations stem from thorough analyses of the current technology infrastructure and the future needs of Energy Upgrade California.
Technology Selection Process
During wireframe development, detailed tactical requirements for each Requirements major technology should be documented and prioritized. Extractable can provide example requirements.
Also, during wireframe development, demonstrations of 2-3 providers of Education each major technology should be done for the project teams to get familiar with the strengths and weakness of each.
Selection Technology providers will be collaborated on and chosen at the beginning of the design phase.
The goal of the process is to find the technology providers that will Success provide site visitors with the best functionality and that will enable constant improvement to the site with minimal resources and time.
Web Content Management System (CMS)
The web content management system is the most used application by stakeholders that will be contributing to the site. Technical and non- technical users will engage with the platform to create, publish, govern, and manage strong content. A flexible platform will enable the team to create new functionality such as personalization and custom action plans.
Choosing a poor platform or implementing a strong CMS poorly can stop internal users from publishing content (making the site stale) and make development too complex, stopping advanced functionality from being implemented.
It is critical to the success of the web channel that the ideal CMS be selected and implemented in a manner that empowers team members and associated organizations.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 70 Priority Requirements:
• User-friendly content editing tools
• Flexible architecture
• Excellent Platform Support (phone, classes, documentation, trouble tickets)
• Large developer base (developers, companies)
• Advanced features “out of the box” (i.e. personalization)
• Strong technology road map
• Database integration (i.e. Rebate finder)
• Open standards in translation tools
CMS Recommendation
• Extractable recommends implementing Sitecore as the web content management system on the new site.
• Sitecore’s user friendly content editing, workflow, and governance tools will ease the maintenance and updates to the new site.
• The advanced personalization, email marketing, and social integration will enable visitors with a powerful experience that will drive engagement and repeat visits.
• Sitecore’s classes, phone support, email support, documentation, and large developer base will give the web team independence and many options for site updates and maintenance on an ongoing basis.
• Sitecore is extensible and scales to meet the needs of high traffic static and dynamic sites for organizations such as USC, Universal Music, California Lottery, City of Sacramento, County of Marin, Microsoft, Mazda, Thomas Cook, New York Life, and Netgear.
• Sitecore meets all best practice requirements in security and is compliant with federal government standards in online security (Federal Information Processing Standards) and serves secure sites for organizations such as the US Department of Defense.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 71 Site Search Engine
Priority Requirements:
• Intelligent Text Search
• Filtered Search
• Predictive/Auto Complete Search
• Search Recommendations
• Determined Relevance in Search Results
• Completely Flexible Interface
• Multi-Language Support (i.e. Spanish)
Search Engine Recommendation
• Extractable recommends implementing Google CSE for the text search and the filtered search.
• The well-documented API will give flexibility to provide different search tools for the various functions on the new site (i.e. rebate finder).
• Google CSE has user-friendly administrative tools that will enable the team to personalize search results and promote specific pages.
• Google CSE is quick to implement and easy to maintain compared to other vendors in the space.
• Because the Google CSE algorithm is similar to Google.com, we find that optimizing pages for Google CSE helps with overall SEO.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 72 Web Analytics
Priority Requirements:
• Out-of-the-box & custom tracking
• Multi-visit tracking
• User segmentation
• Data filters
• Custom reports
• Multi-channel tracking
• Dashboard reporting
• Excellent user & developer support
Web Analytics Recommendation
• Extractable recommends Google Analytics (free version) as the primary analytics tool for the new digital channel.
• Google Analytics is the most deployed web analytics tool on the web.
• With the largest developer base, web documentation, and partner base GA is quicker to implement and requires less resources to maintain than other vendors in the space.
• The user friendly tools enable web team members to analyze visitor behaviors and report on KPIs with relative ease.
• The data export features provide the team with the ability to create dashboards in GA or a wide variety of other dashboard tools.
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 73 Other Technologies to Review
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 74 Migration Considerations
Extractable recommends retaining a limited amount of existing content, features, and tools from the current digital properties, with significant design improvements.
What Can Be Carried Over From Current Properties
Currently In Use Optimization Needs
Rebate Finder Improved IA and UX with more flexibility
Data (user/contractor) TBD
Content Optimize for users, search, sharing; expand content by 80%
Flex Alert MMS Alert Extend messaging content and network
Migration Options
Following are options for the future digital home of program-specific content including the whole-house upgrade program.
Pros Considerations
Option A: • Programs, events etc., work together to • Requires thoughtful IA and content create a broader, richer experience strategy to support needs over time Distributed across Energy • Improved browsability for general Upgrade users—all info in one place California site • All content managed in one place on one tech platform • Improved SEO and search, based on single domain • Facilitates consistent branding • Can support contractors consistently
Option B: • Clear and focused CTA’s • Managing two sites with different structures Microsite • Opportunities for deeper engagement around specific program due to singular • Requires co-branding of sites focus • Limits info available for general audience • Not discoverable for disconnected audience • Dilutes mission of ‘one-stop’ shop
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 75 Option C: • Allows IOU’s to customize program • Inconsistent information architecture, user experience, and functionality Integrated into IOU/REN • Potential for inconsistent branding sites experience • Difficult tracking requiring coordination of multiple data points
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 76 Appendix
Complete Website Audit Scorecards in separate document titled, “CCSE_Appendix- _Scorecards.pdf”
Complete User and Contractor Survey Reports in a separate document titled, “CCSE_Appendix_Survey_Reports.pdf”
Complete Accessibility Audit Findings in a separate document titled, “CCSE_Site_Accessibility_Audits_pdf”
Complete Website List: Primary Audits energyupgradeca.org engage360.com flexalert.org gosolarcalifornia.org waterheatedbythesun.com
Secondary Audits pge.com sce.com socalgas.com sdge.com energyhousecalls.com consumerenergycenter.org coolcalifornia.org driveclean.ca.gov energysavers.gov energystar.gov
Tertiary Assessments energytrust.org rechargecolorado.org efficiencymaine.com sierraclubgreenhome.com toptenusa.org facebook.com/nrdc.org SFenvironment.gov environment.nationalgeographic.com/environment/green‐guide
ENERGY UPGRADE CALIFORNIA WEBSITE ASSESSMENT FINAL REPORT - MARCH 12, 2013 77 veic.org/index.aspx planetecosystems.com wnypapers.com/news/article/current/2012/11/28/108772/nyserda‐launches‐irreconcilable‐ temperatures‐campaign‐to‐engage‐new‐yorkers‐in‐energy‐efficiency stars.nyserdagreenny.org ase.org/efficiencynews/video‐tips‐how‐be‐energy‐efficient‐home homeenergypros.lbl.gov switch.portlandgeneral.com do5things.com kickstarter.com mdhomeperformance.org ewg.org msn.com cnn.com epicurious.com ecodoginc.com energyimpactillinois.org/residential masssave.com cambridgeenergyalliance.org nyserda.ny.gov/residential pahomeenergy.com efficiencyvermont.com leap.energysavvy.com energycircle.com lowimpactliving.com wattzon.com unplugstuff.com myenergy.com cpsenergysavers.com corp.highenergyaudits.com electroluxappliances.com/greentips nasa.gov mnenergychallenge.org greenbutton.org www.sandiegolovesgreen.com/articles/energy/energy-app-certified-through-smart-grid-privacy- program/ energizect.com
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