SORGENIA
Turning Customer Feedback into Growth
Sorgenia is one of Italy’s leading energy providers in electricity and natural gas, with a strong positioning as a fully digital and green supplier.
The main challenge was to increase the number of users entering the quotation funnel by optimizing the electricity and gas offer pages through a data-driven approach.
Conversion Growth
Increase the conversion rate of the quotation funnel on product pages.
Content Mining
Analyze online comments and reviews to uncover hidden conversion drivers.
Continuous Experimentation
Implement an iterative A/B testing process to continuously improve performance.
Our approach was built on a structured three-step process: data collection, segmentation and insight development. We combined multiple analytical methods to generate high-impact testing ideas.
We conducted heuristic analysis, heatmaps and session recordings using Contentsquare, alongside a deep dive into Google Analytics data to understand user journeys towards key pages.
The differentiating factor was Seed Content Mining: a systematic analysis of online comments and reviews to identify the most compelling elements of Sorgenia’s offering and turn them into conversion drivers.
Comparative analysis of product page structures across key market players.
Analysis of user interactions via Contentsquare to understand attention and behavior.
In-depth analysis of Google Analytics data to map user flows towards strategic pages.
Analysis of online comments and reviews to identify conversion levers.
01
Data Collection
Collect data from across the web, including review platforms, forums and social media.
02
Clustering
Analyze and group feedback by themes and relevance.
03
Translate insights into clear optimization actions.
SEED’S INSIGHT
A continuous experimentation framework drove strong, incremental performance gains, with each test building on the success of the previous one.
A continuous experimentation framework drove strong, incremental performance gains, with each test building on the success of the previous one.
CONVERSION GROWTH – A/B TESTING
+7,17%
Conversion uplift — Test 1 (Value Proposition)
+15,9%
Conversion uplift — Test 2 (Social Proof)
+20,7%
Conversion uplift — Test 3 (Redesign)
61
Mentions — Customer Service
112
Mentions — Competitive Pricing
104
Mentions — Ease of Use
CONTINUOUS EXPERIMENTATION
Il nostro approccio si basa su un processo incrementale: se una variante vince rispetto all’originale, il test successivo comprenderà l’elemento vincente della variante. Questo metodo ha permesso di comporre i risultati in modo cumulativo.
Our approach is designed as a compounding system: every winning variant becomes the new baseline, and each subsequent test builds on proven results. This creates a continuous cycle of optimization where performance improves cumulatively over time.
When traffic is sufficient, we run statistically robust A/B tests. When it is not, the process does not stop. We leverage artificial intelligence to validate hypotheses, prioritise ideas and maintain experimentation velocity.
AI acts as a decision layer, enabling us to assess the potential impact of each variation before full deployment. Based on traffic, confidence level and expected uplift, we decide whether to release changes directly or validate them through controlled testing.
- Heuristic and UX analysis
- Heatmap analysis (click and scroll behavior)
- Seed Content Mining
- Advanced web analytics (Google Analytics)
- Session recording analysis
- A/B testing strategy and development
- Experimentation roadmap and prioritization
- AI-driven hypothesis validation
WANT SIMILAR RESULTS?
- Free analysis of your current positioning
- Custom strategy built around your business goals
- Clear, measurable results
THE GROWTH
YOU NEED
Free introductory meeting and initial analysis
“After achieving strong results in CRO, we chose to extend our collaboration with Seed to further strengthen our SEO strategy. Their agile approach, combined with the team’s depth of expertise, has proven to be a key driver in building a high-performing, results-oriented strategy.”
@Sorgenia
