Energy plans as offer cards, not an accordion: about 8x progression
Commentary byLiftArchiveOur analysis, not theirsEDP redesigned its energy pricing page from an expandable accordion list into visual offer cards with clearer calls to action, and progression into the subscription process rose about 8 times.
EDP ran the test, and it was published as a VWO (Wingify) case study.
This was a bundled redesign, so the lift belongs to the whole new page, not to any one element.
- Progression into the subscription process: about 8x the control rate.
- EDP reports more visits and leads over the following 12 months, without giving figures.
- Bundled change: layout, offer highlighting and CTAs all changed together, so no single element can claim the lift.
- No sample size, test length or confidence level was published.
The change
A collapsed plan list becomes visual offer cards with discounts, benefits and CTAs.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Energy plans appeared in a list-style accordion. Visitors had to expand each plan to see its details, which made comparing offers hard.
Variant
Plans appeared as visual offer cards that showed discounts and benefits up front, with clearer calls to action leading into the subscription flow. Visitors could also book directly from the page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Cards let visitors compare plans at a glance. An accordion hides the details that people need to choose.
- Showing discounts and benefits up front gives a reason to act right away.
- Clearer CTAs made the next step obvious, which matters on a page with high traffic but low progression.
Caveats: This was a full page redesign with several changes shipped together, so the result can't be credited to one element. No sample size, duration or significance was shared, and the case study is vendor-published.
Who ran it
EDP ran this test for energy supplier (Spain/Portugal) and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on EDP →
How to run this test on your site
- Hypothesis
- If we show our plans as side-by-side cards with key benefits and a clear CTA on each, then more visitors will start sign-up because they can compare and choose without extra clicks.
- Primary metric
- Progression rate from the pricing page into the subscription or sign-up flow
- Guardrails
- Sign-up completion rate
- Plan mix (are people choosing lower-value plans?)
- Support contacts about plan choice
- Who should test it
- Lead-gen and subscription businesses with a handful of plans hidden behind expandable lists or tabs, such as utilities, telecoms or insurance. It matters less if you only have one plan or your plans are already shown side by side.
Questions
Are accordions bad for pricing pages?
They can be when people need to compare options.
Hiding plan details behind clicks makes comparison harder, and EDP's card layout moved far more people into sign-up.
How many plans should a pricing page show?
There's no fixed rule, but a few clear options that can be compared side by side tend to be easier to choose from than a long list.