Case Study: Innogy achieves a 29% conversion lift with Evolv AI

Innogy - Customer Case Study

Innogy, through its Energiedirect.nl subsidiary, is a multi-billion dollar energy company that needed to reduce checkout drop-off and boost online signups for gas and electricity plans. Faced with hundreds of possible page changes (copy, layout, images, CTAs) and unable to run traditional A/B tests at that scale, Innogy turned to Evolv AI’s machine-learning–driven experimentation platform to rapidly validate ideas and optimize the customer experience.

Evolv AI ran an automated experiment across 256 page combinations over 2.5 months, analyzing behavior from more than 230,000 visitors to identify winning variants. The ML-driven testing helped Innogy pinpoint effective changes (form fields, content placement, headers, CTAs and images) and deploy winners, with top performers lifting conversion rates by about 29% (and some candidates delivering uplifts in the 24%–62% range).

Innogy

Kuldip Singh

Digital & Data Director Retail International