Residential Solar Comparison to Purchase Journey

The Challenge

Customers had no streamlined online journey to compare and purchase residential solar solutions. The existing process was fragmented and led to low conversion rates.

My Approach

1. 01

   Customer journey mapping

   Mapped the full end-to-end purchase journey from awareness to post-sale, identifying friction points and trust gaps in the existing flow.

2. 02

   Competitor & market analysis

   Audited existing solar comparison products across AU and NZ to identify the first-mover opportunity and define our differentiated position.

3. 03

   Interface design

   Built an intuitive comparison flow with transparent pricing, trust signals, and clear next steps — removing every unnecessary decision from the path to purchase.

4. 04

   Conversion optimisation

   Implemented A/B testing and funnel analysis at every stage, iterating on copy, layout, and CTA placement to maximise visit-to-lead rates.

5. 05

   Launch & iterate

   Went live and continuously refined the experience based on behavioural data, customer feedback, and organic channel performance.

The Outcome

Achieved 75% conversion rates from customer visit-to-lead. Created a first-in-Australia online solar comparison and purchase experience.

Key Learnings

• First-to-market advantage requires speed — perfect is the enemy of launched.

• Transparent pricing reduces friction more than any single UX refinement.

• Organic channels reward trust — a credible comparison experience drives unpaid acquisition.