Calling solar simulator users right away: >20% call response at EDP
Commentary byLiftArchiveOur analysis, not theirsEDP passed contacts from its solar savings simulator straight to its sales team, instead of waiting for users to finish the rest of the journey, and call response rate rose by more than 20%.
EDP ran this A/B test itself, and it was published as a VWO (Wingify) case study.
It is mostly a change to how leads are handled, not to the page.
- Call response rate: up by more than 20% (lower bound only).
- EDP reports that more than 25% of leads in the test period came from simulator contacts.
- The case study frames this as recovering opportunities that were being lost after the results screen.
- No sample size, test length or confidence level was published.
Control
The simulator asked for an email before showing savings results. To become a sales lead, users then had to carry on through the rest of the flow, and over 90% left after seeing their results.
Variant
Contacts captured in the simulator were activated for sales follow-up right away, without users having to finish the remaining steps.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Users who ran a savings simulation had already shown strong interest. Calling them quickly reached them while that interest was fresh.
- The old flow lost most users at the results screen, likely because the next step was unclear. Removing the need for that step removed the drop-off.
- The contact details already existed, so the change turned data the business already held into sales conversations.
Caveats: This is mainly a lead-handling process change, not a page design change. Figures are lower bounds only, with no sample size, duration or significance 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 send simulator or calculator contacts to sales as soon as they are captured, then more of them will turn into sales conversations because we reach them while their intent is high.
- Primary metric
- Call response rate (share of contacted leads who answer and engage)
- Guardrails
- Opt-out or complaint rate
- Sales team capacity and cost per contact
- Lead-to-sale conversion rate
- Who should test it
- Lead-gen businesses with calculators, quote tools or simulators that already collect an email or phone number, especially in high-value categories like solar or insurance. Check consent rules first. It won't help if the tool doesn't collect contact details.
Questions
Should calculator users be treated as sales leads?
Often, yes, if they gave contact details and consent.
Running a savings or price calculator is a strong intent signal, and EDP saw better call response when it acted on it right away.
Why do people leave after seeing calculator results?
Usually because the next step is unclear or feels like more work.
Making the next step simple, or having sales reach out, can recover those users.