# Energy plans as offer cards, not an accordion: about 8x progression

- Outcome: Won
- Page type: Pricing page (Lead-gen)
- Elements: Pricing display, Layout, Cta copy
- Test run by: [EDP](https://liftarchive.com/practitioners/edp/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/edp/
- Page: https://liftarchive.com/test/edp-pricing-page-offer-cards/

EDP 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.

## Result

**about 8x progression**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Sign-up completion rate
- Guardrail: Plan mix (are people choosing lower-value plans?)
- Guardrail: 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.

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Credit: EDP ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/edp-pricing-page-offer-cards/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.