Residential Solar Comparison to Purchase Journey
Product Manager
12 months
Engineering, Design, Marketing, Sales
Tools & Methods
How I work
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
- 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.
- 02
Competitor & market analysis
Audited existing solar comparison products across AU and NZ to identify the first-mover opportunity and define our differentiated position.
- 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.
- 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.
- 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.
Key Results
75%
Conversion Rate
First in AU
Market Position
Organic
Channel
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FAQ
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